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As media companies test subscription gaming, ads take a back seat鈥攆or now. Netflix includes mobile games as part of their subscription plans and is working on CTV versions. Apple Arcade, Google Play Pass, and Xbox Live are among several subscription services that limit most advertising options. As with premium games, there may eventually be ways to include more ads in these games.

We have all these terms when you're TV and OTT and so on because that affects how the advertising is bought and distributed. So TV can mean linear or it can mean streaming, it's just completely different. But to a consumer, no consumer is saying, I'm going to watch OTT or I'm going to fire up my linear TV and watch a cable network, no one says that.

Ad-free subscriptions and measurement challenges鈥攔eal and perceived鈥攚ill hinder growth. Not all digital audio listeners are accessible to advertisers. Ad-free subscriptions continue to make up a sizable share of listenership on the largest platforms, and digital audio players are incentivized to prioritize the ad-free revenue stream.

Ad Spending 2023 (Insider Intelligence subscription required). More Chart of the Day:. 7/25 - Retail top 10. 7/24 - Peak TV. 7/21 - Threads count. 7/20 - Snapchat leads in global user growth. 7/19 - Social B2Butterfly.

On today's podcast episode, we discuss our changing digital media consumption habits: how much time we spend per day with media, how TV watching is holding up, how much we digitally multitask, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and director of forecasting Oscar Orozco.

The platform is also intensifying its battle against ad blockers; the outcome could boost its ad business, push users toward ad-free YouTube Premium, or create friction with dedicated users.

Streaming subscription and licensing revenues also climbed 10%, suggesting growing demand for streaming service ViX. Political ad beneficiary: The contentious US presidential election has seen both major candidates fighting to win the crucial Hispanic community, making TelevisaUnivision鈥檚 media properties valuable channels for reaching voters.

YouTube鈥檚 presence in the CTV space can鈥檛 be ignored as it steps further into the subscription content realm.

Over the last year, as costs for ad-free streaming subscriptions have increased, industry heavyweights like Netflix, Amazon Prime Video, and Disney+, have introduced ad-supported tiers. This offers a lower price point for those who may not otherwise be able to afford ad-free subscriptions, which deepens the pool of audiences advertisers can target.

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.

To save money, 29% of US households with internet are canceling their video streaming subscription services, per a Parks Associates study. According to the same ViewNexa survey, 65% of US consumers say two or three ad breaks per hour are acceptable for FASTs. Use this chart:. Strategize optimal FAST ad inventory. Focus ad-buying strategy on FASTs. More like this:. How are CTV ads bought and sold?

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

Pichai also boasted strong YouTube subscription, Google Cloud, and Pixel growth. Alphabet chief business officer Philipp Schindler also announced that Google will debut new connected TV (CTV) advertising tools to go along with its recent multiyear deal to distribute NFL Sunday Ticket.

I mean the launch of ad-supported tiers was very much about average revenue per user and not so much about subscriptions. And we've seen that investors are really pressuring these companies to increase ARPUs and that they don't care so much about the subscription numbers, especially as companies like Netflix start to circle a saturation point. There has been really strong growth for subscribers.

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

Combined with the rise of episodic content and creator-owned media, such channels will further fragment already divided viewer attention and heighten the competition for audiences, ad dollars, and subscription revenues. There is a potential upside for TV and video providers.

Among MNTN鈥檚 Creative as a Subscription clients, those using a cohesive message across platforms have a 25% higher paid social conversion rate than those who don鈥檛. Consider your overall brand message and feel, then tailor your ads to each platform to ensure you鈥檙e telling a consistent story. Let CTV give your other efforts a boost.

As 2022 comes to an end, this is the data you need to kickstart 2023 for your business.

Telecom includes point-to-point communications services, including telephone voice and data communications, two-way mobile/cellular communications services, and other nonvoice message communications services (e.g., email, fax); includes multichannel video providers on a subscription fee basis (e.g., broadcast TV, cable TV, satellite TV, telco/fiber operators, etc.).

With 127.8 million US viewers, Hulu is the fourth-most-viewed over-the-top video service in the country and a well-regarded brand by both consumers and advertisers. Hulu also has a pay TV service, Hulu + Live TV, which is expected to grow to 13 million US viewers by 2024 (though there are concerns about price hikes).

Data shows most streaming users tolerate ads for lower costs, with the CivicScience survey revealing 56% prefer not to pay extra for ad-free streaming. Antenna's findings support a rising trend in ad-supported streaming plan sign-ups.

Every major streaming company鈥攁nd some not so major ones鈥攊s investing in live sports. As they compete for broadcast rights, they鈥檙e seeking advertisers. Exclusive inventory is a draw, but benefits like first-party data and the ability to execute on lower-funnel objectives are also helping streamers woo live sports advertisers.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what鈥檚 changed since last year and which networks support which Nielsen alternatives.

The disparity between subscription and video ad revenues will rise over the next few years, and by 2027 digital video ad revenues worldwide will be more than $240 billion higher than subscription revenues, according to Omdia. Last year, Netflix and Disney+ joined the ad world. Those lower-price tiers are the future for streamers looking to attract more users and boost ad revenues. 5.