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That's a good question and that is of course subscription OTT for the most part, the streaming wars, we are spending more and more and more time whether we're paying for it or whether we're going to the free services or the ad-supported tiers now. More and more time actually in front of that big TV in our living room while we're sitting on the couch, so we're sort of come full circle.

And the thriving AVOD and SVOD markets have shown that consumers will find the subscription option that fits their preference there. Marcus Johnson:. Max, audiobooks won't be the next frontier for advertising. Make the case. Max Willens:. I think for it to be a frontier, there has to be a critical mass of advertiser interest. And the reality is that that audiobooks are a tiny market.

But I mean, if you were to compare it to subscription OTT service, whether it's Netflix, Hulu you're seeing, Google that are willing to pay for the same product without ads, who knows when Instagram starts flooding even more and more. It becomes much more of a burden than becomes something more, it sounds like. Maybe we pay eight or $10. Would I personally do it? No. No chance, but...