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US Time Spent With Media H2 2024 Update (蘑菇AV subscription required). Note: Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the number of users of each medium.

As more streaming platforms adopt ad-supported models, once ad-free content now faces more disruptive breaks. Freewheel recommends carefully managing ads insertion into content to reduce disruptions and improve viewer satisfaction. Poorly timed breaks not only annoy viewers but also lower ad recall and diminish results of the same advertising spend.

MNTN facilitates this through Creative-as-a-Subscription, which gives marketers the flexibility to produce more video creative at no additional cost beyond what they鈥檒l pay in media. A strong creative pipeline arms performance marketers with a high volume of videos, purpose-built for performance. They can then test that creative to surface which elements resonate the loudest with their audience.

The crackdown on password sharing propelled new subscriptions and revenues. Netflix shares fell 6% in after-hours trading due to a lower-than-expected revenue outlook but rebounded after the earnings call. The stock has surged over 30% since the beginning of the year.

With most of the major US subscription streaming services offering ad-supported plans, marketers have their work cut out for them, having to allocate budget, buy, and attribute across multiple ecosystems. 鈥淔ragmentation creates a headache in determining meaningful performance.

The retailer has solidified its No. 2 position among US OTT video services, keeping a comfortable lead over Hulu and narrowing the gap with market leader Netflix. It has done this by increasing its content and licensing investments by 28% in 2022 and by using Prime Video as an aggregator for subscriptions to other services.

Amazon Prime Day 2023 (Insider Intelligence subscription required). Consumer electronics make a comeback and other Prime Day predictions. Which Amazon ad types snag the most marketing dollars worldwide? Amazon Prime Day is a bellwether for the 2023 holiday season.

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.

This is recognition that consumers value upfront pricing, subscription healthcare models, online ordering, and home delivery. 蘑菇AV research is based on the idea that multiple sources and a variety of perspectives lead to better analysis.

They're free, so that's a huge advantage over the subscription services, over the number of people they can reach, and they have a very esoteric library of shows that the others are a little bit more standardized.

It鈥檚 the only subscription streaming video service that will reach more than half of the US population through the end of our forecast period in 2026. Three others (Amazon Prime Video, Hulu, and Disney+) will each be watched by at least 40% of the US population by the end of 2026, but none will quite reach Netflix鈥檚 market share.

Time spent with cable and broadcast TV is decreasing, a trend that鈥檚 been particularly pronounced over the past year. Streaming accounted for 36.9% of US time spent with TV as of September 2022, up from 27.7% in the same month in 2021, according to Nielsen. Streaming stole share from all other TV categories.

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.

This is due to high digital adoption among consumers as well as a traditional media environment that has been less open to advertisers thanks to the influence of the ad-free BBC. And it has maintained a brisk pace in the ramp-up in digital spending. Just 10 years ago, traditional media accounted for the largest proportion of advertising spending.

Social Network Ad Spending and Trends Q4 2023 (Insider Intelligence subscription required). Note: Respondents were asked, "Which of the following will be major digital media challenges for your organization in the next 12 months? (Select up to three)".

Basic With Ads is the new Basic as the platform slashed its Basic ad-free plan in July 2023 for US and UK viewers. Following that move, the share of Basic With Ads sign-ups increased on Netflix in August and September, according to Antenna. A boost in Netflix ad-supported tier sign-ups also followed its password-sharing crackdown in May. What鈥檚 working for Netflix?

The rise of advertising in previously ad-free or ad-light environments has driven the growth of affiliate-focused startups, helping to push a previously marginal category to new heights. tvScientific, for instance, allows brands to distribute affiliate-focused ads on CTV, and RevLifter helps brands drive native ecommerce through personalized offers shown on retailers鈥� websites.

Netflix relies more on ad-free viewers than any comparable streaming service does. Just 2 in 10 US Netflix subscribers see ads, per Q1 2024 Hub Research data. Our forecast shows penetration of US Netflix ad-supported viewers may be even lower, at 7.5%. But that figure is rising as more viewers trade down to its ad-supported tier or create new subscriptions at a lower cost.

Why it鈥檚 important: Ad formats that feel less disruptive to the viewing experience can help ease consumers into higher subscription prices, which Disney announced this month. Ad-supported tiers on Disney+ and Hulu will increase by $2 per month starting in October.

Why it matters: Cost-conscious consumers are thirsty for niche content and more affordable options, especially as major streamers like Disney raise prices for their subscription-based services.

AR and VR Are Reshaping the Future of Consumer Engagement (蘑菇AV subscription required). Note: AR enables a user to interact with virtual objects and other types of digital information overlaying the real world.

The BBC effect is still proving to be a drag on the UK market鈥攊ts iPlayer service is ad-free and still dominates the BVOD space. Search has seen a slight benefit from the economic uncertainty. Search has been gaining some share in the past couple of years, and 2023 will see more of the same.

YouTube is no longer separate from the streaming wars: Almost half of its viewership is on TVs, and advertisers are spending heavily on the platform.

Millennials and Gen Zers, in particular, are purchasing subscriptions and memberships for primary care services and prescription medications. Younger consumers value the convenience of accessing prescription medication online, as 41.8% of millennials and 35.4% of Gen Zers purchased a subscription or membership in order to do so. Trust in providers and pharmacists breeds patient loyalty.

And digital audio is complicated by the fact that the leading platforms like Spotify are more interested in subscriber fee-based subscriptions than ad revenue, so they want you to pay to avoid ads.鈥�. Podcasters are particularly attentive audio listeners, and can be seen as an untapped market for advertisement investment. 鈥淲e鈥檙e not saying this is a call to action.