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CTV ad spend is on the rise with new ad tiers from Netflix, Disney+, and (HBO) Max, but both buying and measurement are still fragmented. 5. Cost per click (CPC) varies significantly across platforms. CPC is another metric for performance marketers to watch closely when building a marketing campaign.

Big players like Netflix, Disney+, HBO Max, and Hulu either have pivoted or are pivoting to ads. But there are other ad opportunities. Around 10% of CTV ad spend share will go to Roku next year, and 84% of US TV viewers consider The Roku Channel to be of high value.

Netflix, Disney+, and HBO Max all introduced ads. Amazon has become a much bigger CTV player, especially within sports and its Freevee service. Social video from places like TikTok are taking more CTV ad share as users watch this content on TV screens.

HBO Max and Discovery+ consolidated to create Max. Paramount+ is blending Showtime into the aptly named platform Paramount+ With Showtime. The Walt Disney Co. is acquiring Hulu in full and combining Disney+ with Hulu. And along the way, ads are showing up everywhere as streamers pull back from purely subscription-supported platforms. This prediction was spot on, with one recent twist.

But that could be a tall order, considering consumers feel it has an inferior ad load than competitors Peacock, Hulu, Discovery+, and HBO Max. Continued ad innovation is important to Paramount: We expect Pluto TV to gain an incremental $540 million in ad revenue by 2024 (57.2% two-year growth) when compared with 2022鈥攊n the US alone.

Netflix, Disney+, and HBO Max have jumped into the deep end of CTV ad spend. Amazon is hanging out there too, with ads on Freevee and live sports. And social video has expanded, with TikTok eyeing CTV formats. With two-thirds of spending still going to linear for the foreseeable future, CTV platforms are fighting over a limited number of ad dollars.

It quickly grew in popularity in countries like Mexico and Argentina since its regional debut in November 2020鈥攃oming in well ahead of HBO Max and Amazon Prime Video. Meanwhile, Amazon Prime Video holds a firm lead over Disney+ in Brazil as the latter contends for third place against Globoplay and HBO Max. Local players struggle to make inroads.

A number of leading SVOD services, including Netflix, Disney+, and HBO Max, have launched ad-supported tiers within the past year and a half to both raise average revenue per user and protect against the risk of churn. It seems many of their customers are interested in downgrading to the more affordable versions of their services:.

Other folks with about 1% share of TV time are Tubi, HBO Max, which was still a thing back in May, which is why they still call it HBO Max, Peacock and Pluto TV. But Paul, the most interesting sentence in this article about streaming accounting for 36% of our total TV time is what and why? Paul Verna:.

HBO Max and Discovery Plus, both owned by Warner Brothers Discovery, were set to be smashed together pretty soon, but Warner has decided against it, continuing to sell Discovery Plus separately, according to the Wall Street Journal. Jeremy explains the revised strategy is to keep Discovery Plus available, even when a newly rebranded combo service debuts in the spring.

Examples include Amazon Prime Video, Disney+, HBO Max, Hulu, Netflix, and YouTube Premium. OTT video services are not mutually exclusive; there is overlap between groups. Our complete estimates for worldwide sub OTT video service users can be found in this report鈥檚 accompanying spreadsheet, or you can explore the figures interactively on our website鈥檚 forecasting module.

Our first-ever mobile video flash survey explores the latest consumer trends in Latin America鈥檚 rapidly evolving digital video landscape, and what they mean for the region鈥檚 biggest media companies this year.

Inflation forces judicious consumers to get more judicious with streamers: Netflix thrives with strategic moves, while others invest heavily in content.

That's the same as HBO Max, but about half that of Disney+. If you'd like to sign up to our marketing advertising briefing that Daniel writes for you can click the link below in the show notes. That's all we've got time for today. Danny, thank you so much as always for hanging out. Daniel Konstantinovic:. Yeah, thanks for having me. Marcus Johnson:. And thank you to-. Daniel Konstantinovic:. Oh.

So think YouTube TV, Fubo, and Sling TV, and more attention on ad-free and ad-supported tiers of hybrids, like Hulu, HBO Max, Paramount+. They pay more attention to ads on those platforms than to ads on free ad-supported streamers or FAST or smart TV channels on FAST, so things like Roku Channel or Tubi. I thought it was interesting to note.

Then you've got your HBO Max, your Rokus, your tier twos. Apple TV+ is right there with them, right behind those two. Jeremy Goldman:. Yes, although I would say if you score 25 points and then I look at the box score and I saw that you took 37 shots to get there, then I would say actually-. Marcus Johnson:. It wasn't an efficient 25. Jeremy Goldman:. The context is not great, right? Marcus Johnson:.

You see some other platforms that have had to raise their prices like HBO Max did a month or two ago, specifically because of compounding costs. And then, the other key thing is that it's more expensive to even find these things that you want to acquire if you're Netflix. They've tapped out a lot of the international stuff that they want to buy.

So like when HBO Max removed Westworld, that shows up on a FAST service. So their content library has improved significantly as the biggest companies have become more judicious about what they'll greenlight and what they'll license, and that's helped them attract a lot more viewers. Marcus Johnson:. So in terms of time spent, Ross is spot on. Ms. Morrison of Recode was noting some numbers.