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Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues.

More than a third of UK TV viewers are concerned about TV costs, with 20% expecting to remove a subscription streaming service and 13% expecting to add a FAST service in the next 12 months, per an August 2023 survey from LG Ad Solutions. Traditional broadcasters are also moving the dial.

Amazon鈥檚 $1.8 billion ad milestone solidifies a streaming leader: The launch of ads on Prime Video and Thursday Night Football are responsible for a meteoric rise.

Moving forward, Apple will focus more on streaming content, though it still plans to make one or two big-budget films a year, including the highly anticipated 鈥淔1鈥� starring Pitt. In a Variety interview, AMC Entertainment CEO Adam Aron was upbeat after a tough year of bankruptcy rumors and debt repayment concerns. AMC secured a five-year extension with 150 lenders to refinance its long-term debt.

Ad-supported streaming and live sports are accelerating pay TV鈥檚 decline: The largest pay TV providers lost 5 million subscribers in 2023, while SVOD鈥檚 market share grew.

Disney+ begins its password-sharing crackdown: The change will give a lengthy boost to ad-supported subscribers, heating up the streaming race.

Ad-supported streaming will help diversify the retail media mix. The rise of innovative ad formats and targeting capabilities鈥攍ed by Mercado Libre and Amazon鈥攊s enabling a shift in retail media. Expect competing retailers to work to differentiate their offerings and stand out from the competition as video grows in importance. China鈥檚 growing presence in Latin America will influence shopping habits.

It鈥檚 the No. 1 way to access long-form content via over-the-top (OTT) services, according to Roku and Fuse Insights鈥� 鈥淰ideo-on-Demand Evolution 2024鈥� report. These OTT options include subscription video-on-demand and ad-supported video-on-demand. CTV formats, which include smart TVs and streaming sticks, are well above other access devices for streaming viewership in Canada.

Estimates for Hulu and the other sub OTT services were not affected by the writers strike. The ongoing strike by the Writers Guild of America negatively affected our time spent with TV forecast, but we don鈥檛 expect consequences for streaming services unless the strike drags on for many more months. This is good news for Hulu, the sub OTT platform most deeply engaged with marketers and advertising.