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The rise of ad-supported streaming subscriptions is further eroding pay TV鈥檚 share. Pay TV services lost 5 million subscribers in 2023 as ad-supported subscriptions proliferated, per Leichtman data. Pay TV鈥檚 remaining edge is that it provides easy access to sports content, which makes up the overwhelming majority of the most-viewed broadcasts in US television each year.

What does digital video and subscription over-the-top (sub OTT) usage look like by country and in Latin America? What devices and platforms command the most viewership? What are the growth opportunities for media companies in an increasingly fragmented landscape? KEY STAT: More than 4 in 5 internet users in Latin America will watch digital video at least once per month this year.

This strategy is paying off: According to Antenna, the Basic With Ads tier made up 19% of Netflix subscriptions by plan type in the US as of January 2023. Netflix reported that engagement was above initial expectations in its Q1 2023 shareholder letter.

While marketers still view TV as a unique brand-building vehicle, they鈥檙e also coming to understand the possibilities that connected TV (CTV) offers. In fact, 52% of marketers currently use CTV for performance marketing with the aim of generating measurable web visits, conversions, and revenues, according to MNTN research.

Overall, Apple spent around $700 million on three films, achieving notable box office success and boosting Apple TV+ subscriptions through high viewership of these titles.

More than half of US video subscription revenues will go to streaming services next year. More streaming viewers are adopting ad tiers. 4 ways to enhance your CTV ad creative and avoid consumer fatigue.

The very small non-BBC, non-sub-OTT opportunity is growing. In the early days of UK digital video, it was often a case of scavenging for scraps outside the paid-for environments and the BBC鈥檚 ad-free iPlayer.

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

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha鈥檚 social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.

The number of subscription video-on-demand services has increased dramatically in recent years, as has the price of ad-free alternatives and the barrier of entry for sports streaming packages like YouTube鈥檚 NFL Sunday Ticket. Those rising costs have created an appetite among consumers for cheaper, ad-supported subscription tiers, but also for FAST services and free entertainment, hence Tubi鈥檚 rise.

CTV viewers may start seeing higher subscription costs if tariffs increase the price of streaming devices. Advertisers could increase ad frequency to compensate for lower ad rates鈥攚hich might push viewers away from paid services, especially as many cut down on costs.

Connect the ease of subscription services with personal convenience. Key stat: 44% of parents are interested in receiving regularly purchased food and non-food items through a subscription or auto delivery, according to Walmart鈥檚 鈥淎daptive Retail Report 2024.鈥�.

In today鈥檚 episode, host Bill Fisher is joined by Paul Briggs, Man-Chung Cheung, and Carina Perkins to discuss the longevity of subscription services and loyalty programs from both a client and corporate perspective. How many subscriptions can people afford, and how much can companies afford to give away as part of their loyalty programs?

Those cheaper subscription offerings are where a huge portion of the subscription growth in the last couple of quarters is coming from. I think they said that it accounted for the majority of subscription signups in markets where it was available this quarter, and 45% of new subscribers do ad supported viewing. Marcus Johnson (05:47):. Yes, exactly right. Exactly right.

In subscription revenues and viewers, YouTube TV has distanced itself from the digital pay TV pack. Digital pay TV is synonymous with a virtual multichannel video programming distributor (vMVPD). It refers to digitally delivered live TV services like YouTube TV and Sling TV.

55% of Gen Z adults access streaming TV through someone else鈥檚 subscription, according to a December 2023 DISQO study.