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Yeah, so Amazon sAId it was going to co-develop this shoppable content for its streaming Fast channel. They're working with Group M for the partnership and they're going to have a new content type that will enable brands to infuse product placements and messaging in their shows. We've seen a lot of great engagement with shoppers and shoppable content, so we're excited to see where that goes.

And I also agree that other channels like the fast channels and TikTok are going to grow and also incumbents are going to figure out ways to basically try to tap into the creator economy more and more.

And I also agree that other channels like the fast channels and TikTok are going to grow and also incumbents are going to figure out ways to basically try to tap into the creator economy more and more.

And the thriving AVOD and SVOD markets have shown that consumers will find the subscription option that fits their preference there. Marcus Johnson:. Max, audiobooks won't be the next frontier for advertising. Make the case. Max Willens:. I think for it to be a frontier, there has to be a critical mass of advertiser interest. And the reality is that that audiobooks are a tiny market.

We're talking about the AVOD platforms as well, talking about sports. So there's just so much out there that people can kind of cut and sign back on. It's easy and that's why we're seeing it. Zach Goldner (05:29):.

But Max, how much do you expect streamers to move to ad-supported video services out of 10 and why? Max Willens:. I'm going to go with 3 out of 10, primarily because that same article included data from Netflix, which said that 31% of their new customer subscribers opted for an ad-supported tier, which is basically 3 in 10. Marcus Johnson:. Oh, nice. Max Willens:.

Yeah, I mean, well they already do that with their free ad-supported streaming service. Is it called Freevee now? It used to be IMDb TV. But the problem is that it doesn't attract a ton of eyeballs because the content isn't really that good. I think that's what this all comes back to, that if Amazon's going to try and work this model, then content becomes king.

There's a lot of growth in digital connectivity coming from CTV, CTVs and streaming platforms, AVOD platforms, anything video. What we've also tracked, this is to tease an upcoming report, is really how CTV ad formats, although highly sought after, are largely under indexing so versus the amount of time that people are actually spending on CTV, so a lot of opportunity there.

Freevee is picking up steam among free ad-supported streaming TV services. This year, Freevee will overtake Crackle for the No. 4 spot, trailing The Roku Channel and network-affiliated services Tubi and Pluto TV. With Freevee integrated into the Prime Video app and Amazon considering an ad-supported plan for the latter, it鈥檚 unclear whether these will continue as individual brands.