蘑菇AV

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鈥檛 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.

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

YouTube overhauls TV app to compete with streamers: New features like episodes, previews, and subscription tools aim to boost creator monetization and rival platforms like Netflix and Disney+.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

Nearly a third of the US population will be free ad-supported streaming TV (FAST) viewers by 2027, accounting for a total of 114.5 million viewers, according to our September 2023 forecast. That large audience base, coupled with the rise of new players and the abundance of ad inventory, is making FASTs increasingly appealing to media planners鈥攅specially those on a budget.

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

鈥淚 think it鈥檚 kind of a hard sell,鈥� said our analyst Daniel Konstantinovic of Netflix鈥檚 Basic with Ads tier. Existing Netflix users are used to ad-free content, and even a cheaper price won鈥檛 win most of them over, he said. Could a potential recession change that?

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

OTT services grew their subscription revenues at double-digit rates for the fifth consecutive year in 2022. This happened despite gains in ad-supported video, hikes in subscription prices, and increased competition to pump out the most premium content.

Venu鈥檚 disruptive potential: The planned venture poses a significant risk to pay TV services that are already losing share to ad-supported streaming subscriptions. With Disney, Fox, and WBD鈥檚 linear sports offerings in one place at $42.99 monthly, Venu would offer cheaper access to sports than most linear and pay TV services. That threat is what spurred Fubo to launch its antitrust suit.

Charter Spectrum will offer Max to its customers: A carriage deal with Waner Bros. Discovery continues the trend of streamers winning out in pay TV negotiations.

Marketers need to account for streaming鈥檚 lighter ad loads and the prevalence of ad-free viewing. Netflix experiences advertising growing pains. The streaming king鈥檚 advertising launch has been slow going, and the company canceled its first in-person upfront. But its massive audience still has advertisers salivating. Upfront linear TV ad spend will shrink this year.

Global subscription platforms are quickly turning their attention to Latin America as subscription OTT (sub OTT) user growth slows in North America and Western Europe. Latin America鈥檚 sub OTT market is underpenetrated. More than 1 in 4 mobile video viewers in Latin America had paid for at least one subscription video service in the past 12 months, per our survey.