蘑菇AV

Prime Video hosts first upfront show: Amazon unveils a star-studded lineup of new series, movies, and sports content to attract advertisers.

At the moment, sports and certain reality series are bolstering linear viewership, helping it remain a significant player despite its dwindling market share. But with competition for sports ad space surging, there are other channels marketers can mix into their budgets to reach those potentially older, lower-income consumers.

Discovery is launching a 24/7 CNN stream named CNN Max on its Max service on September 27, which will be part of an open beta for news featuring both live shows from CNN and new programming tailored for the Max streaming audience. This service will be available across all of Max's subscription tiers. The platform has also hinted at expanding its sports content.

It also added episodic format options for creators and a Watch With feature for commentary over live events. Changing the screen: YouTube is also capitalizing on the fact that most US adults鈥�77.4%, per our forecast鈥攗se a smartphone while watching TV.

Over 90% of respondents reported watching live TV in H1 2023. High TV penetration in the US is tied to a broad array of options including over-the-air network TV and cable channels that specialize in news, sports, and daytime or primetime entertainment. Almost all (99.1%) of respondents watched TV in any form in H1 2023.

According to Sports Business Journal, thanks to the League's newly-enhanced dasherboard technology, which allows for the seamless insertion of virtual ads during live broadcasts, the NHL can finally target Canadian fans with Canadian ads during the post-season. That's one home win for the Canada team already. And that's my three in three this month.

The opportunity: Hispanic viewers offer marketers a chance to tap into a diverse, rapidly growing consumer segment that is highly engaged with sports media and has significant buying power. Hispanic audiences have helped popularize soccer in the US, but their viewership of other sports is rapidly rising. Since 2021, Hispanic Super Bowl viewership has grown 51%.

鈥淲e're back doing what we do best, creating impactful storytelling, and ultimately, brand distinction in 蝉辫辞谤迟.鈥�. For Nike, this means leveraging summer events like the Olympics by showcasing new products in Paris and historically underrepresented sports like women鈥檚 basketball by signing WNBA rookie Caitlin Clark.

Go further: Read our Live FAQ on the TikTok ban.

Other gaming opportunities for marketers include static surface advertising and real-time events like sports games. Web3 and metaverse technologies could help marketers hit their goals. While companies are pulling back on metaverse investments, the development of underlying technologies and user trends could still have an impact on gaming this year.

On today's podcast episode, we discuss how all the different TV terms fit together, to what degree subscription revenues are moving from pay TV to streaming, who's winning the "digital pay TV" race, and how the new sports streaming service from Fox, ESPN, and Warner Bros. Discovery could change everything. "In Other News," we talk about what a new sponsor logo placement from the WWE will look like and how the US ad market is getting on to start the year. Tune in to the discussion with our analyst Ross Benes.

TikTok is intent on growing livestream sales: The platform plans to open live studios and is testing ways to make all content shoppable, even as retailers shift focus to shoppable TV.

Roku has become a sticky platform, strategically surfacing content to users and inking crucial sports deals that make it a hub for content of all kinds. In its report, Roku attributed significant gains in sports viewership to a recent deal with Major League Baseball and to 鈥淶ones鈥� that serve as entry points for viewing NBA and NFL content.

YouTube TV will reach 15.8 million subscribers this year (its main Pay TV competitor, Hulu + Live TV, trails at 11.4 million), per our September forecast. By 2027, it will reach 20.9 million. That鈥檚 well below the 38 million US households that still pay for a cable service, though the rise of cord-cutting will likely cause more consumers to seek out digital pay TV services.

Reformation鈥檚 new ad campaign featured "Saturday Night Live" alum Pete Davidson as the 鈥淥fficial Boyfriend鈥� of the apparel brand. The campaign capitalized on press surrounding "Saturday Night Live鈥檚" 50th anniversary event and featured the formerly inked comedian without any tattoos, a look that offered the campaign earned-media buzz. 6. Coca-Cola.

DirecTV plans to launch genre-specific bundles around sports, entertainment, and kids and family content. Zooming out: The FAST model is rapidly growing, with new services launching and existing platforms expanding. Viewership and revenues are increasing globally, driven by consumer demand for affordable streaming options and targeted content.

On today's podcast episode, we discuss what was behind the streaming giants staggering subscriber growth, how Prime Video's new ad-tier will affect Netflix, and how a deal with the WWE changes its sports strategy. "In Other News," we talk about an important milestone for ad-supported video streaming. Tune in to the discussion with our analyst Daniel Konstantinovic.

T-Mobile featured 鈥淪aturday Night 尝颈惫别鈥� actor Marcello Hern谩ndez and his mother in an ad campaign marking the iPhone 16 Pro launch. Walmart introduced The Nuevolution Project, a collection of clothing and home products from Hispanic creators.

NBCU's president of advertising and partnerships Alison Levin highlighted that 70% of its content hours are live moments, which it has intentionally made available on streaming platforms like Peacock.

One similarity though is both places have a huge active and sports culture. So in LA you'll see people running and exercising on the beach. I mean, I live in Santa Monica, so see people come from surfing in the morning. There's not surfing in Finland and people aren't really on the beach exercising, but they are playing a lot of sports and working out.

And users without large followings are also making content about their professional lives. Ogilvy named 鈥渆mployee advocacy鈥� as one of its 2024 influencer trends, suggesting companies will put their own employees in front of the camera to extend marketing reach. B2B employee advocacy has long been a trend on LinkedIn, and in 2024 it could extend to TikTok.

On today's podcast episode, we discuss whether people will ever buy items they see in TV shows, if online ratings are broken, a relaunched Amazon Shipping trying to compete with UPS and FedEx, if CNN and sports can move the needle for streaming service Max, whether the continuing partnership between Target and Starbucks is boosting curbside pickup, where we got gas before gas stations, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Blake Droesch and Paul Verna.

In context: Roku has become a sticky platform, strategically surfacing content to users and inking crucial sports deals that make it a hub for content of all kinds. In its earnings, Roku attributed significant gains in sports content viewership to a recent deal with Major League Baseball and to 鈥淶ones鈥� that serve as entry points for viewing NBA and NFL content.

The team will be led by Harish Sarma, previously TikTok鈥檚 global head of sports and gaming. Why this matters: Courting publishers could go a long way toward helping TikTok improve its public image and make its platform more appealing to advertisers in the critical US market.

To target this segment, cards will promote features like Cardless鈥� sports-team-affiliated cards and Citi鈥檚 ThankYou points, which can be donated to a chosen charity. Brands will build their presence on TikTok to reach its 45.7 million US Gen Z users. We expect TikTok to dethrone Snapchat as the generation鈥檚 most used social media platform in 2024.