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Late-to-the-game HBO Max (soon to be just 鈥淢ax鈥�), Paramount+, and Peacock have all built sizable viewer bases in just a few years. Previously lesser-known free services like The Roku Channel, Tubi, and Pluto TV have also surged past the 50 million viewer mark in short order. Even Freevee and Crackle鈥攑latforms with limited name recognition鈥攈ave tens of millions of viewers.

Discovery: Because HBO Max was one of the most popular subscription streaming services, and its reach should only increase with 顿颈蝉肠辞惫别谤测鈥檚 offerings, Max has the potential to become a large ad business. The biggest obstacle to Max鈥檚 success will be the stability of its debt-ridden, content-slashing parent company, which has cut its salesforce and irked lawmakers.

The merger talks revolved around combining key assets, including the streaming services Paramount+ and HBO Max to create a more formidable competitor against streaming giants like Netflix and Disney+. This comes after WBD鈥檚 weaker Q3 earnings, in part due to the Hollywood strikes.

HBO Max had been dinged in a number of different occasions for it was just a little bit hard to find things on its interface. It's overall positive, but with some caveats. Marcus Johnson:. It feels like HBO Max to a certain extent on purpose. Warner Bros. Discovery largely rebuilt Max focusing on cleaner navigation, personalization, reliable offline downloads as well.

顿颈蝉肠辞惫别谤测鈥檚 Max (formerly HBO Max) and Comcast鈥檚 Peacock are younger than the four platforms that lead them in the chart above. However, both are set for healthy time spent growth among the population this year. Peacock will lead all platforms (47.0% growth), thanks mainly to the 2024 Summer Olympics and other live sports offerings.

Beyond the chart: As more streamers like Netflix and HBO Max pivot to ad-supported video, having a strong foothold in the market is a win for platforms. YouTube is in decent shape despite competition, as nearly half of all US viewing for the platform is now happening on TVs, according to our forecast. More like this:. Audience measurement is the biggest question in this year鈥檚 upfronts.

HBO Max is just 鈥楳ax鈥� now. The streamers where brands are allocating upfront spend. 3 tips for a successful marketing mix modeling strategy. Yesterday鈥檚 Chart of the Day: Advertisers vs. publishers. Methodology: Data is from a May 2023 Yahoo Advertising survey as cited in press release. 300 US TV marketers including agencies and brands were surveyed during March 1-8, 2023.

顿颈蝉肠辞惫别谤测鈥檚 HBO Max followed similar patterns.鈥�. Now that Amazon Prime Video has joined the fray, introducing CPMs in the low- to mid-$30 range, it could put pressure on other streamers to keep their CPMs low or risk losing their share of ad dollars.

Similarly, HBO Max surpassed Netflix in Eastern Europe because of partnerships with local operators, according to data from S&P Global, and has recently renewed multiyear deals in Asia-Pacific, the Middle East, and Africa.

Discovery and its rebrand from HBO Max to Max, canceling shows at a higher rate than competitors like Disney+, Hulu, and Netflix. Multiple streamers, including Max, have turned to advertising. Just 20.4% of Max viewers are ad-supported right now, but that portion will grow in the years to come, according to our forecast. Meanwhile, Netflix is doing well as subscriptions soar past expectations.

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.

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.

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.

WBD restructures into two divisions: Move positions company for potential deals while managing linear TV鈥檚 cash flow and streaming鈥檚 growth.

The same thing happened when HBO Max and Snapchat, to name just two, launched their ad products. And similar scenarios might play out if other top subscription services like Amazon Prime Video and Apple TV+ also go the ad-supported route.

Snapchat, Max (formerly HBO Max), Disney+, and Netflix originally charged advertisers more than they do today. Ad launches command high prices due to pent up demand, exclusive agreements, and inventory constraints. As more people use the new ad product, inventory supply increases, which reduces prices. Netflix lowered its ad prices.

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:.

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.