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When it comes to streaming, Disney+ and Netflix also offer opportunities to reach Gen Z. And YouTube remains relevant due to its sheer size. Use this chart:. Determine where to reach each age group. Allocate streaming and social ad money. Assess Gen Z digital habits. More like this:. US Digital Habits by Generation (Insider Intelligence subscription required).

Viewers praised newer streaming services like Max, Disney+, and Netflix for delivering a better ad experience compared with their competitors. Why it matters: Viewers are willing to make compromises for their viewing preferences.

Viewers spend over half (50.7%) of their total TV time streaming videos, per July 2023 data from Nielsen.YouTube and Netflix hold the largest shares, likely fueled by accessibility and variety. YouTube鈥檚 free platform houses hundreds of classic Latin American movies and shows, along with content on more niche interests.

Even Netflix, which has been a laggard when it comes to live sports, is venturing into live sports programming with its Jake Paul vs. Mike Tyson boxing event. MLB impact: Moving the Sunday morning games to Roku could change how and where fans access them, potentially affecting MLB's overall viewership numbers.

Nielsen鈥檚 June 2023 data revealed Tubi is the leading FAST service and equals Max in share of time spent with TV, although it still trailed other established streaming players like YouTube and Netflix by a significant margin. Nielsen first included Tubi as a standalone platform in February 2023.

Notably, even Netflix, once staunchly against ads, has adopted this model with apparent success. Ad empire expansion: While retail media has long become an Amazon core competency, it鈥檚 quietly began to build its ad-supported streaming bona fides.

In time spent, TikTok is more like YouTube and Netflix. In Canada, one-quarter of adult Gen Zers spend over an hour on TikTok daily. Users within that group are more likely to spend upward of 2 hours per day on the app, according to the Narrative Research and Logit Group survey. Our time spent forecasts for TikTok in similar markets show it far outpaces other social networks.

Netflix is the top. I mean, Disney would be the second company if you rolled up all the services, but that's three different services, so ... Marcus Johnson:. We break them out, yeah. So it's interesting because they're ... So Netflix, how much does that account for in first place? What share? Ross Benes:. So Netflix is about one-fifth of total OTT subscription revenues. Marcus Johnson:. Okay. Okay.

We've talked about this a lot recently, obviously with regards to Netflix. What do you expect this upcoming initiative to yield for Disney+? Daniel Konstantinovic:. I think it's going to yield a lot more subscribers to the ad-supported tier. We saw with Netflix that there was a really quick turnaround.

A standout: YouTube has increasingly been viewed as a competitor to more 鈥渢raditional鈥� streaming services like Netflix or Disney+, especially as more of its viewership shifts to TVs. But its push to increase ad-free, YouTube Premium subscriptions puts it at odds with the ad-supported push its competitors have made.

Bloomberg reports that Netflix and Warner Bros. Discovery could be among those fielding offers as the two companies toy with the idea of their own free, ad-supported services. Why did Fox say no? With offers at nearly four times what Fox paid for Tubi, agreeing to a deal would net a tidy profit for Fox and spare it from having to manage a streaming service.

Other possible beneficiaries include Instagram, Netflix, and BeReal, particularly with its younger consumer base, though BeReal has yet to figure out ways to monetize its app. What鈥檚 at stake:. Short-from video ad spending will increase by 10.4% this year to reach $18.3 billion, according to Magna Global.

Those efforts led to strong revenue and subscription growth for companies like Netflix and others, which offer large libraries of content akin to pay TV providers, albeit at a much lower cost.

Big platforms like Netflix, Disney+, and Amazon Prime Video have incorporated ad-supported tiers into their previously subscription-based approaches. We project connected TV (CTV) ad growth will reach 21.2% this year, outpacing the overall media market. CTV advertising is becoming synonymous with TV on the whole.

Streamers are also looking for lower-cost onboarding options: Netflix and Max are offering a bundle via Verizon that offers even cheaper access to both service鈥檚 ad-supported tiers.

TikTok passed YouTube and is climbing toward Netflix. A lot of those mobile impressions are happening on TikTok, which surpassed YouTube in 2021 for time spent on the platform per day among US adult users, according to our forecast.

US children under 12 prefer YouTube, which has 28.6 million viewers, followed by Netflix (17.2 million) and Disney+ (15.6 million); see chart below. Why it matters: This shift has profound implications for Disney. The company risks losing the next generation of fans, which could affect its broader revenue streams, including theme parks and merchandising.

Why it matters: The move sees LinkedIn join numerous popular apps like Instagram, YouTube, and even Netflix in launching TikTok-inspired video feeds. TikTok's rise has sparked an industrywide scramble to replicate its viral content format and engagement success. Survey says: 69% of B2B marketers plan to increase their budgets for video content in 2024, the highest percentage across all categories.

Netflix already discovered it makes more money per user on its ad supported plan. So of the two different options, you can have Netflix without ads, people pay money, no ads. Or you can have a person who has Netflix with ads and you pay less money, but they show you ads and that person, the with ads person is making the company more money.

And just behind Netflix. Netflix is 32 billion a year. YouTube just behind that. And data published by tech commentator Benedict Evans shows off YouTube site, it says "Number one in the US YouTube share of TV viewing recently eclipsed Netflix." "Number two, in 2022 it paid creators almost as much as Netflix paid for big budget productions." "And number three, star YouTubers like Mr.

Where and how Gen Alpha consumes content: From YouTube to Netflix to Roblox. Gen Zers are the most adventurous and active digital participants. US In-Game Ad Revenues Forecast 2024 (蘑菇AV subscription required). Note: All numbers are 蘑菇AV estimates.

Our take: Amazon's introduction of ads in Prime Video marks a major shakeup in streaming, leveraging its pricing strategy, vast subscriber reach, and extensive ad options to potentially eclipse rivals like Netflix in the ad-supported sector. However, the move extends beyond just market dominance.

TikTok has already overtaken YouTube in average time spent per day with US adult users鈥攁nd Netflix may be next. 鈥淭he addictive nature of TikTok is strong enough that it鈥檚 causing people to actually turn off streaming for a little while. And maybe [they] come back to it, or maybe not,鈥� said Williamson. Listen to the full episode. This was originally featured in the eMarketer Daily newsletter.

That StreamSavers from Xfinity, it's about $35 a month, Netflix, Apple TV+, and Peacock. Verizon was offering Netflix and Max without ads, a bundle there. You mentioned Venu Sports, there's a bundle there. My question would be, Paul, which flavor of bundle do you see growing the most, let's say in the next six to nine months? Paul Verna (09:32):. I don't really see one taking precedence over another.

Brands can improve loyalty by adding membership tiers, as Netflix did in October with the launch of an ad-supported plan. Another approach is to expand program features, the way Amazon did by offering Prime members more ad-free music. Partnerships, like the Delta Air Lines and Starbucks tie-up, also increase value for customers and brands alike. More like this:.