蘑菇AV

Subscription OTT streaming will reach half of time spent with linear TV in the US, but platform ad spend will be one-sixth of linear TV鈥檚 total. 鈥淎s the viewership transitions to streaming, just keep in mind that the ad spending won鈥檛 be one to one,鈥� Benes noted. Why the disparity? 鈥淢uch of streaming isn鈥檛 ad-supported, although Netflix and Disney+ did introduce their ad tiers,鈥� said Benes.

US adults will spend 4.1% less time on Netflix in 2025 than they did in 2021, but they鈥檒l increase time spent by 4.2% with other subscription OTT services, according to our forecast. The opportunity: Spread your CTV ad budget.

From an uncertain economy to subscription fatigue, paid subscription video services are facing many obstacles. A March 2023 Morning Consult survey found 1 in 4 US adults have cut back on streaming video subscriptions, such as Netflix, in the past year due to inflation.

US subscription OTT viewers already average 2 hours and 37 minutes (2:37) per day watching the platforms, per our forecast. While digital video viewers on TikTok will likely flock to other vertical video channels, some may pivot to longer-form content like CTV, where advertisers can meet them. 4. How to reach product researchers.

Service providers have set their sights on Latin America for new user growth as North America鈥檚 and Western Europe鈥檚 subscription video-on-demand (SVOD) markets become increasingly saturated. Although the region trails others in total users, Latin America will add more paying users this year than North America and Western Europe combined. At 6.1%, Brazil will lead sub OTT user growth in Latin America.

Between January and July 2022, only Disney+ saw an increase in unique audience among the leading UK subscription video-on-demand (SVOD) mobile apps, according to UKOM and Ipsos iris. The number of UK households that paid for at least one subscription fell by 937,000 between January and September 2022, according to Kantar Worldpanel data cited by The Guardian.

They鈥檙e spending cautiously on subscription video services, and they鈥檙e having their heads turned by social video, which may be eating into other video time. To view the time spent with total TV and digital video forecast, click here. 鈥淭V鈥� is evolving, with digital platforms a key component.

Time spent by US TV viewers with free ad-supported TV (FAST) platforms now rivals that of some major subscription video on demand players, according to June data from Nielsen. For example, Tubi鈥檚 share of time spent with TV for the month was 1.4%, higher than Paramount+ (1.0%) and equal to Max (1.4%), per Nielsen.

By comparison, the percentage of digital video viewers who pay for subscription OTT services is significantly higher. Among US digital video viewers, 84.1% paid for at least one subscription OTT service in 2022, a percentage that will rise ever so slightly to 84.9% in 2026. The Untouched Radio Dial. US listener time spent with terrestrial radio remains quite resilient.

In 2023, 25% of US subscription video-on-demand services will be ad-supported, per Antenna research. Ad-supported sign-ups are catching on at varying rates, Antenna found. Over 80% of Netflix鈥檚 new subscription sign-ups in 2023, for example, will be for ad-free plans, while 69% of Peacock sign-ups will be ad-supported.

I think the other distinction between FASST and say video on demand is a lot of that FASST is sort of curated content, whereas ad supported video on demand, subscription video on demand, those are purely on demand where the user selects a show and watches. So there is on demand features in certain FASST channels, but there is a distinction there.

To view the time spent with subscription OTT video forecast, click here. TikTok鈥檚 appeal is only growing. TikTok鈥檚 user base increased quickly through the pandemic, as stay-at-home orders made 鈥渟ocialtainment鈥� gain popularity.

KEY STAT: This year, broadcaster video-on-demand (BVOD) viewer numbers will surpass subscription OTT (sub OTT) viewers for the first time, and that gap will continue to grow. Advertiser options will grow with it. Digital video viewer numbers are still rising in the UK. The UK will become the most penetrated market for digital video viewers next year, surpassing the US.

Dive deeper: Read our Worldwide Subscription OTT Users Forecast 2023 to get the latest analysis on streaming video services. This article originally appeared in Insider Intelligence's Connectivity & Tech Briefing鈥攁 daily recap of top stories reshaping the technology industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily. Are you a client? Click here to subscribe.

It pointed out that the growth rate for premium SVOD, subscription video on demand services, fell from 2022 to 2023, going from 22% to 10% growth rate of premium SVOD services. But is the streaming boom officially over? Ross is going to be arguing the video streaming boom is officially over. One minute on the clock, make the case. Ross Benes:.

Additionally, new forecasts for subscription OTT (sub OTT) ad spending, Netflix ad revenues, and Disney+ ad revenues, as well as updated forecasts for streaming video viewers. KEY STAT: Ad spending on US sub OTT video services will increase 50.5% in 2023 to $9.48 billion. Key Points. Streaming ad spending is surging.

The high level of subscription OTT video viewing鈥攁bout 1:30 per day鈥攍imits ad opportunities, although CTVs host a range of programming with ads, including:. Free ad-supported streaming TV (FAST), such as Pluto TV and Tubi. Ad-supported video-on-demand (AVOD), such as The Roku Channel and ad-supported versions of subscription services like Netflix and Disney+.

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.

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.

We used to have AVOD, advertising video on demand, and SVOD, subscription video on demand, and now there's just hybrid video on demand. I think Peter Newman was saying that Apple is the last holdout in terms of putting ads on its platform. So yeah, I think the blurring of the lines across, it seems, every single space is a really good one. Rahul, how about you? What's one bonus trend for 2023?