蘑菇AV

As the TV and streaming landscape becomes increasingly fragmented, the terms used to describe different ways to watch are multiplying. We鈥檝e already broken down the difference between connected TV (CTV) and OTT. With subscription video-on-demand (SVOD) platforms becoming ad-supported SVODs, and ad-supported video on demand (AVOD) platforms building out free ad-supported TV (FAST) platforms, it鈥檚 difficult to keep track of what cord-cutters are actually watching. Here鈥檚 a breakdown.

笔补谤补尘辞耻苍迟鈥檚 streaming growth offsets legacy TV decline: Streaming revenues surge, but ad revenue from linear TV continued to decline, highlighting the company鈥檚 shifting priorities.

Viewership of children鈥檚 cable programming declined significantly in the past decade. Nickelodeon, Disney Channel, and Cartoon Network lost more than half of their total viewership between 2016 and 2023, according to Nielsen.

Viewers are streaming to CTV far faster than ad dollars are. Google will remain the top destination for ad spend in the generative AI era. Mobile is still strong with advertisers, but CTV poised to grow. Traditional search will draw the largest amount of US ad dollars in 2024.

Ad-supported streaming is another driver of 2024 growth. Amazon kicked off the year with the launch of advertising on Prime Video, converting 80% of its about 163 million US viewers into ad-supported streaming consumers. Amazon鈥檚 market shakeup is attracting spending, but competitors like Netflix are also drawing increased interest, securing much stronger upfront commitments than in years past.

The Walt Disney Co.鈥檚 recent moves, including the full acquisition of Hulu and adjustments in its content investment strategies, underscore a pivotal phase for the growth of the entertainment giant鈥檚 streaming business.

Success will rest on effectively transitioning viewers from current rightsholders while capitalizing on Peacock's streaming capabilities. Sports programming will become an increasingly vital revenue stream for NBC as parent company Comcast plans to separate the broadcast network from its cable channels.

The news: Apple TV+ is offering a free preview of the streaming service this coming weekend, leveraging traditional cable marketing tactics to boost subscribers ahead of the 鈥淪everance鈥� Season 2 premiere, as the platform seeks to expand its 0.2% share of TV viewership. The strategy mirrors legacy cable networks鈥� 鈥渇ree weekend鈥� promotions but with a digital-first approach.

But a perks program with access to high-value prizes is something these competitors aren鈥檛 offering鈥攕o when viewers choose what platforms to subscribe to or what platforms to cut, the programs could lessen the chance that Disney will face the brunt of these decisions.

Transitional phase: The ESPN and ABC blackout may have initially been about carriage fees, but it soon evolved into a clash over the future of TV viewership and Disney鈥檚 streaming ambitions. Disney is going through an identity crisis. CEO Bob Iger publicly mulled selling the company鈥檚 linear TV assets to fully focus on streaming, and said it鈥檚 seeking a 鈥渟trategic partner鈥� for ESPN.

Pause ads with QR codes and shoppable features will give users clearer paths to purchase at a critical moment when viewers have the mental bandwidth to act on compelling offers.

鈥淭hursday Night Football鈥� (TNF) continues to be a key pillar of this strategy, attracting both viewers and advertisers with exclusive sports content. The NFL deal has strengthened Prime Video鈥檚 position as a premium ad-supported platform, increasing engagement and driving ad sales.

Diamond Sports Group, a Sinclair-owned portfolio of regional sports networks, declared bankruptcy in March after cord-cutting cut into its viewership and its streaming offering Bally+ failed to take off.

For Samsung Ads, deepening its Magnite relationship offers a clearer, more agile path to compete鈥攏ot just in the US, but in a fragmented global streaming economy where execution is everything.

On today鈥檚 podcast episode, we discuss how ready Netflix is for a potential recession, if video podcasts and content creators fit nicely into its offering, and whether AI can help improve search for the streaming giant. Join Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes, and Vice President of Content Paul Verna. Listen everywhere and watch on YouTube and Spotify.

NBCU and its competitors have paid billions to have a stake in live broadcasts that routinely deliver high viewership. Our take: The competition to secure rights to live events that can draw millions of viewers is stronger鈥攁nd more necessary鈥攖han ever. Live events let advertisers reach massive audiences and let television channels and streaming platforms increase ad revenues.

The concern is understood since the fragmentation of viewer experiences across streaming services multiplies brands' exposure to unpalatable adjacencies compared with linear TV's controlled environment. Programmatic buying makes transparency even murkier, with targeted ads often outpacing humans鈥� ability to oversee them effectively.

鈥淥n paper, it is easy for advertisers to chart out where they will hit the specific viewers they want to hit,鈥� said our analyst Ross Benes, author of 鈥淭he CTV Opportunity鈥� report. 鈥淏ut executing is difficult. The platforms they plan to use might not have enough inventory for the specific audience they want, or there may be frequency problems due to audience overlap with other streaming 蝉别谤惫颈肠别蝉.鈥�.

蘑菇AV 65% of Twitch viewers can鈥檛 be reached on other social platforms like Facebook or TikTok, according to GWI data from 2022. As nearly 70% of Twitch viewers are between the ages of 18 and 34, according to Twitch internal data from 2022, Twitch may be valuable to brands targeting younger consumers.

On today's podcast episode, we discuss what the hell happened鈥攁nd is happening鈥攖o online ads, whether the video streaming boom is officially over, the next big wearable category, what happens when the First Amendment collides with social media, what the world would look like if there were only 100 people, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Blake Droesch.

Use this chart: Marketers and retailers can act on this chart to prioritize smart TV ad formats, identify opportunities for cross-device campaigns, and highlight untapped ad spaces among CTV viewers. Related 蘑菇AV reports:. Digital Video Forecast and Trends Q3 2024 (Subscription required). US CTV Time Spent vs. Ad Spending 2024 (Subscription required).

Connected TV (CTV) technology is advancing by leaps and bounds, which is enabling advertisers to better target audiences, measure outcomes, and implement performance marketing strategies. Read how CTV is transforming streaming and advertising at large, including linear TV and social media.

On today's episode, we discuss what to make of Meta's new Threads app, whether the internet is becoming more like TikTok, the argument against "click to cancel," ad-supported versus ad-free video streaming, how shipping works, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Zach Goldner, and Evelyn Mitchell-Wolf.

The beauty retailer launched a Hulu "Get Ready With Me"-style show featuring celebrities, adapting popular short-form social media formats for streaming. This represents a subtle approach to branded content that could help draw viewers, contrasting with more overt retail entertainment initiatives.