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The sports streaming landscape is fractured, meaning an NFL or MLB viewer would need several subscriptions to watch their team’s full slate of games online. That also means ads are spread across multiple platforms. Until sports rights consolidate or OTT ads standardize, publishers risk targeting the same viewer multiple times with the same ad. More like this:.

New NBA broadcasting deals with NBC and Amazon: These partnerships, pending approval, are set to enhance live sports accessibility and boost advertising revenue.

Discovery to offer a free ad-supported Max subscription to its DashPass members—a move the company hopes will boost sign-ups and grow orders across its platform.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

Netflix’s advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

A good portion of subscription spending will occur within over-the-top (OTT) video platforms that also have ad-supported tiers, so increased subscription spending shouldn’t significantly dent IAA. And subscription fatigue among consumers will keep growth in the single digits. Privacy rule headwinds will lead apps to look for additional sources of revenues.

CTV broadly, and subscription over-the-top (sub OTT) specifically, are doing extremely well, but life is tough for individual players because the competition is so fierce. Dozens of service providers will vie for a slice of this year’s $26.92 billion in spending.

Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues.

YouTube, Netflix, and Amazon are Gen Alpha’s coolest brands, per an August 2024 report by Beano Brain that surveyed more than 55,000 kids under 14. To foster relationships with the generation that not only has growing spending power of its own, but also influences parent purchases, marketers will have to understand its evolving digital habits.

It’s an ad business: The ad-supported subscription offering continued to gain traction, unlocking a new revenue stream. The tier had a 65% rise in quarter-over-quarter adoption; nearly 4 in 10 sign-ups in markets offering ads were for an ad-supported subscription. We forecast the company will see a 75.2% surge in viewership for its ad-supported tier this year.

Despite the rise of connected TV, over-the-air programming remains a vital part of the television ecosystem, engaging millions of viewers outside the scope of big data. Learn how comprehensive measurement strategies can ensure that every viewer counts, no matter how they choose to watch.

The streaming video landscape as it pertains to CTV has been dominated by ad-free options. The BBC’s ad-free iPlayer service continues to offer significant reach—71%, per Ofcom. Meanwhile, Netflix has dominated the subscription video-on-demand landscape. However, uptake of ad-supported options is beginning to increase.

And other mostly ad-free services are still competing. Recent trends in TV time spent follow a longer pattern. Average daily time spent with TV peaked at 4 hours, 37 minutes in 2012. Since then, it has trended downward every year except 2020, when people in lockdown spent considerable time watching TV and streaming services.

Looking forward: 2023 marked the start of a major effort among streaming services to crack down on password-sharing and drive consumers toward ad-supported subscription tiers. Those efforts led to strong revenue and subscription growth for companies like Netflix and others, which offer large libraries of content akin to pay TV providers, albeit at a much lower cost.