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Well, according to research company Antenna, 33% of premium SVOD, subscription video on demand users frequently sign up for and then quite subscription streaming platforms making them churners, serial churners, 33%. Before the pandemic, that number was just 10%. Antenna also pointed out that today about a third of those who'd quit premium SVOD services returned within a 12 month span.

Karlene Lukovitz though of MediaPost was saying, according to an Aluma survey, household spending about $43 a month on SVODs, that's up a lot from 2020. But saying that the share of SVOD buyers who are open to spending more is down. So, we're starting to reach that ceiling in terms of ... at least according to this, in terms of how much people are willing to pay.

A hot mic moment revealed Disney’s advertising audience: The company’s Q4 earnings came with AVOD revelations and significant gains in India.

I mean, one of those things you said, you mentioned that it's double, is SVOD services like Netflix and Hulu. So Americans still spend twice as long watching traditional TV as they do watching SVOD services, think Netflix, think Hulu, Prime Video, and they spend twice as long watching traditional TV as they do with either digital audio, digital gaming, digital video, as well.

Apple feels the pain of Apple TV+ struggles: Its Q4 revenues missed the mark in some divisions including Services, which includes advertising.

Karlene Lukovitz of MediaPost writes that, "25% of SVOD subscribers and 32% of new signups are now ad-supported." 25% of SVOD subscribers, subscriptions, and 32% of new signups are now ad-supported, according to Antenna. Both numbers, the 25% and the 32% are up from 18.

Streamers, pay TV sue to block click-to-cancel: The FTC’s attempt to standardize digital cancellations may have an uphill battle.

Amazon’s $1.8 billion ad milestone solidifies a streaming leader: The launch of ads on Prime Video and Thursday Night Football are responsible for a meteoric rise.

Netflix tallies its ad-supported subscriber count ahead of Upfronts: A survey shows it could have 22 million US subscribers as it enters an Upfront period rife with competition.

Netflix with ads is trailing streaming rivals: The service is struggling to compete with recent entrant Amazon and has lowered CPMs.

All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

YouTube Premium hits a subscription landmark: The service now enjoys 100 million subscribers after YouTube spent much of 2023 cracking down on ad blockers.

The year of streaming price hikes: Streaming services became more expensive than ever in 2023, leading to a focus on bundles and cheaper AVOD tiers.

Connected TV (CTV) ad spend will exceed $30 billion in the US next year, according to our forecast. At a growth rate of 22.4% YoY, that makes CTV one of the fastest-growing ad formats we track. But where those ad dollars are coming from isn’t so simple.

Amazon’s MX Player acquisition reignites the battle for Indian consumers: $100 million purchase gives Amazon ownership of the largest free streaming service in India.

SVOD is regular Netflix. AVOD, advertising video on demand, is Netflix with ads. Then you've got the FAST that we talked about in an episode last week, the Roku Channel, Tubi, those free ad supported streaming services. Then you've got YouTube that's been watched on a TV. You've got streaming TV services like FuboTV and Hulu with live TV. A lot of different things are caught in that CTV definition.

I think the biggest surprise is it might look a lot like traditional linear TV, so looking beyond just these SVOD platforms, you've got to consider fast as well. Free ad supporting streaming TV, we project that there'll be 150 million fast viewers in the US in 2027. These channels carry ads. You've got the ad tiers on the SVOD platforms of course. You've got sports rights being sold to these players.

So the graphic includes paid SVODs, free and supported streaming TV services, called FASTS for short, and vMVPDs, which is a heinous acronym, but it's also known as streaming TV services. When you rank them by total viewers in the US, all of those different types of services, the top seven are SVODs, led by Netflix, Prime Video, and Hulu, each with about 120 to 170 million users.