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鈥淭he limiting factor for [Amazon鈥檚] advertising business right now is just having enough ad-supported inventory and video,鈥� Lipsman said. He predicted the company will acquire a 鈥渕ajor鈥� TV network in order to beef up its library and advertise across more content. 5. Microsoft will acquire Instacart to accelerate in-store retail media.

But what about fast services and a lot of these sub OTT, what we call here, SPOD services. So the competition is really what's going to limit to that incredible growth. But YouTube will gain share and I do agree with that. Marcus Johnson (14:28):. Yeah, I mean you mentioned over 200 million folks using YouTube. YouTube says 150 million Americans, these are their numbers.

But what about fast services and a lot of these sub OTT, what we call here, SPOD services. So the competition is really what's going to limit to that incredible growth. But YouTube will gain share and I do agree with that. Marcus Johnson (14:28):. Yeah, I mean you mentioned over 200 million folks using YouTube. YouTube says 150 million Americans, these are their numbers.

The ad unit allows cloud games to essentially function like free ad-supported TV (FASTs) to make brands 鈥渉eroes鈥� in helping to reduce wait times on the free version of an otherwise subscription service. 鈥淚 think of it as a Netflix-like ad model for games,鈥� said Madden. Cloud gamers are an engaged audience that behave somewhat similar to CTV viewers.

The retailer has solidified its No. 2 position among US OTT video services, keeping a comfortable lead over Hulu and narrowing the gap with market leader Netflix. It has done this by increasing its content and licensing investments by 28% in 2022 and by using Prime Video as an aggregator for subscriptions to other services.

YouTube is operated by the world鈥檚 largest ad seller, the vast majority of its viewers use the free ad-supported version, and the service features heavy ad loads, which contributes to heightened ad revenues. Amazon will make a big splash in streaming advertising. In September, Amazon announced that Prime Video will have ads by default beginning in early 2024 in the US, UK, Germany, and Canada.

So, the monthly cost of sharing with an extra person is now two bucks less per month than the basic subscription, but it is one more per month than the ad supported plan. Folks, what do you think about Netflix's early success, it would seem, on trying to curb all that password sharing? Max Willens:.

Part of this though, gens is that streaming companies, they're doing this on purpose A to make more money from those users, but B, to nudge people towards their ad supported plans because Netflix, Disney plus Paramount plus Max and Peacock all found revenue per user is higher on ad supported plans versus ad free according to the Hollywood reporter.

The fact that they're launching another over the top news service around CNN is living proof that the original debacle with CNN+ was purely political because really they're coming back and doing the same thing. Though, I will say one key difference is this is free, whereas the other one they were actually going to charge a subscription for CNN+. So there's that.

That鈥檚 thanks to the launch of its ad-supported tier in January. Watch the full webinar. This was originally featured in the 蘑菇AV Daily newsletter. For more retail insights, statistics, and trends,subscribe here.

Studios may look to ad-supported subscription tiers to drive additional revenues. Use this chart:. Inform your TV ad strategy. More like this:. With the WGA strike over, streaming turns to an uncertain future. Why marketers should understand the differences between CTV and OTT. See which platforms are canceling shows at the highest rate. Despite cooling growth, CTV is lifting the programmatic market.

In fact, Prime Video has become one of the leaders in the ad-supported streaming race. According to our February forecast, about 80% of US Prime Video viewers watch the service with ads, giving it a US audience of 130.4 million. Its aggressive push into the ad-supported market has forced major competitors to lower their CPMs.

Within this space, ad-supported options and social video are gaining ever-greater influence. Key Question: How will changes in video consumption habits affect our time spent with media forecasts? KEY STAT: Broadcaster video-on-demand (BVOD) and TikTok are seeing the biggest gains in time spent, as UK consumers pivot to ad-supported long-form video content and short-form social video.

Why it matters: As a free ad-supported service, Tubi has an advantage in reaching viewers. Its eclectic content library also differentiates it. However, Tubi faces discoverability challenges without being preloaded on smart TVs like some competitors. 4. ByteDance will sell TikTok to a US company.

Streamers are moving aggressively to grow their ad-supported tiers. At the same time, major retail media networks like Amazon Ads and Walmart Connect are looking to draw more brands and retailers to streaming TV with enhanced targeting and attribution capabilities. Apparel and accessories will have the largest share of retail鈥檚 digital ad spending.

It鈥檚 also providing greater access to certain programming, including allowing select podcasts to appear on other platforms and promoting ad-supported memberships. These tactics have helped fuel a 23% rise in Spotify鈥檚 monthly active users in Q4 2023, including a 28% increase in ad-supported listeners, which now account for over 60% of its audience.

Ad-supported streaming is another driver of 2024 growth. Amazon kicked off the year with the launch of advertising on Prime Video, converting 80% of its about 163 million US viewers into ad-supported streaming consumers. Amazon鈥檚 market shakeup is attracting spending, but competitors like Netflix are also drawing increased interest, securing much stronger upfront commitments than in years past.

But YouTube Music is not yet a mature ad-supported service. The subscription side of the music business lags competitors, while an ad-supported tier is new to the US only. Live sports (low disruption). Key market dynamics. The NFL 鈥淪unday Ticket鈥� deal upped the ante for YouTube and live sports.

Amazon will continue to take advantage of the retail media opportunities that arose with the rollout of its new ad-supported tier on Prime Video.

Ad-supported subscriptions will increase by $2 to $7.99 monthly and ad-free subscriptions will jump to $13.99. We forecast total US TV ad spend (including connected TV and linear) will reach $87.74 billion in 2024. Linear TV will continue to make up the majority of that spend through 2028, but its share is declining as spend on CTV grows. Use this chart:.

Key stat: US ad-supported streaming subscriptions will grow by 82.8% this year, according to the New York Times. What it means: US consumers are more willing than ever to adopt ad-supported options, likely because these tiers are cheaper and increasingly available. So even as ad inventory shrinks and CTV ad spend growth slows, the volume of people watching ads on streamers is rising.

With most of the major US subscription streaming services offering ad-supported plans, marketers have their work cut out for them, having to allocate budget, buy, and attribute across multiple ecosystems. 鈥淔ragmentation creates a headache in determining meaningful performance.

Introducing ad-supported tiers on Prime Video and testing new shoppable formats: In May 2024, a few months after launching ads on Prime Video, Amazon began experimenting with interactive and directly shoppable video ad formats. Piloting non-endemic search: In February 2025, Amazon began testing the inclusion of third-party products in search results.

But the news could also further delay Apple鈥檚 long-rumored ad-supported subscription tier, which is already staring down an uncertain fate after a steady drip of executive departures.