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Goldman said Apple also sees these projects as a way to raise awareness for its Apple TV+ streaming service, which has room for growth. 鈥淚f you look at how well Apple TV+ is doing in relation to all of Apple, it鈥檚 a very small bit of what they do, and obviously, they think they can make it a lot bigger,鈥� he said. 3. They鈥檝e set their sights on health and wellness.

Apple鈥檚 investments in live sports like Major League Soccer and Major League Baseball, as well as Apple TV streaming, also offer opportunities for VR. More details on the Apple headset: A report from Bloomberg gives us some insights on Apple鈥檚 hardware and its unique features. The headset will be able to shift from VR to AR using a Digital Crown, similar to one on the Apple Watch and AirPods Max.

But no formal announcement has been made regarding Apple TV+ introducing an ad tier. Read the full report, US Ad-Supported vs. Ad-Free Streaming Video Viewers 2024.

Time spent on Netflix exceeds Max, Tubi, Peacock, The Roku Channel, Pluto TV, and Apple TV+ combined, per MoffettNathanson. Collective time spent with Hulu, Disney+, ESPN+, and Amazon Prime Video exceeds Netflix by just 11%. Seeking profitability, streamers increase subscription prices. Streaming services were busy increasing subscription prices.

In places like the US, video entertainment platforms such as Netflix, Hulu, Max, Disney+, and Apple TV+ have become drivers of the national media culture. This is partially the case in Western Europe, as well, but sub OTT has not quite conquered the middle-income and less wealthy regions of the world. Penetration will tick up in 2024, but there will still be huge differences between the regions.

These devices include Apple TV, Xfinity Flex, Amazon Fire TV, Google Chromecast, Roku, smart TVs, video streamed on connected Blu-ray devices, and video streamed on connected game consoles. Time spent on CTV devices has nearly doubled in four years.

This has happened as YouTube and Paramount+ expanded their share of OTT subscription revenues, and the nascent businesses of Peacock and Apple TV+ found larger audiences. Netflix is squeezing more money out of its viewers. Netflix鈥檚 US audience is saturated, as the service will reach more than three-fourths of US subscription OTT users this year.

A DSP would mark a pivotal enhancement for Apple's advertising strategy, allowing for scalable and direct ad purchases on platforms like the App Store, Apple News, and Apple TV. There's buzz around whether Apple will venture into creating a supply-side platform (SSP) or an advertising exchange.

Other connected devices like Roku, Apple TV, Google Chromecast, and gaming consoles boost CTV viewing in homes. 72% of adults in Canada reported watching CTV in the past month, according to Media Technology Monitor. Our own forecasts show there will be 21.4 million CTV viewers in Canada this year. CTV accounts for more than a third of total TV time.

And so if you add Netflix's share of TV time with peacocks and with Apple TV plus, apple TV plus is the share is so small, they don't actually break it out, but it's less than a percent. But you get basically nine to 10% roughly depending on how big Apple TV plus is. So those three, if you look at Hulu, Disney Plus and Max, that bundle gets you about 7%.

Now that Amazon has introduced ads to its Prime Video service, Apple TV+ has become the biggest streaming platform to hold out on ads. Use this chart:. Demonstrate Netflix鈥檚 current leadership in ad revenues. Identify growth potential for other services like Paramount+. Assess ROI on ads across different streaming platforms. More like this:.

The CTV ad market is still adjusting to having Netflix and Disney+ in the space, but if other major providers like Amazon Prime Video and Apple TV+ launch ad tiers, buyers may get another dose of whiplash鈥攅specially if those major players come to market with inflated rates. On the flip side, incumbents including Warner Bros.

This shift in policy is particularly significant as it could disrupt the balance between Amazon and its competitors, including Roku, Apple TV, and Google TV. Our take: Amazon's move to secure a larger slice of advertising revenues and impressions from developers might be seen as an aggressive stance, potentially leading to pushback or even a departure of major services from the Fire TV platform.

Elsewhere, Apple TV is making a bet on the long-term future of Major League Soccer in the US, having paid $2.5 billion in a decade-long attempt to propel the sport to the mainstream. Our take: With its considerable size, wide demographic, and growing place in pop culture, the new WWE-UFC corporation will be sure to throw its weight around in the advertising and streaming worlds.

Apple TV+ may become the next ad-supported service. Unlike Disney+ and Netflix, Apple has not announced plans to launch an ad tier鈥攜et. However, in February 2023, the tech titan retained TV and digital video ad veteran Lauren Fry to help build an advertising business for its streaming service.

Apple TV+ has Major League Soccer. Advertisers that want to reach these league鈥檚 viewers need to buy spots from the platforms that carry their events. Netflix is innovating with its own events. Niche competitions like a boxing match between Jake Paul and Mike Tyson or a combined Formula 1 and PGA golf tournament create inventory. But exclusive rights aren鈥檛 an option for every streamer.

Apple鈥檚 demand-side platform (DSP) will launch in 2023 with ads on Apple TV. 鈥淎pple has an immense amount of privilege in the iOS ecosystem,鈥� said our analyst Evelyn Mitchell.

I doubt there鈥檚 a lot of people spending four hours a day with [these services], so [you can鈥檛] compare them to Apple TV or Paramount.鈥�. Just a slice: Tubi and Pluto TV are owned by Fox and Paramount, respectively. For these media giants, FASTs provide an opportunity to get more mileage out of their mountains of content while giving users a taste of what they can get for a paid subscription.

And if you look at how well Apple TV+ is doing in relation to all of Apple, I don't want to call it pitiful, but it's just a very small bit of what they do. And obviously, they think that they can make it a lot bigger if they move past a random one-off hit like Ted Lasso or their Best Picture win for a CODA. They want to move past that and create a whole lot of other big wins.

My final prediction is a little bit more straightforward than my previous one, and that is simply that Apple TV is going to launch a bona fide ad tier as part of Apple TV+.

Netflix鈥檚 upfront debut leaves Apple TV+ as possibly the only major digital-first programmer that has yet to join the fray. That could change if Apple launches an ad-supported tier, which seems plausible given its embrace of live sports.

Our analysts anticipate that Apple TV+ will be the last major streaming service to launch an ad-supported tier. 7. Smaller walled gardens will cross-pollinate. 鈥淪maller walled gardens will cross-pollinate with bigger ones,鈥� Verna said, pointing to examples such as Google Ad Manager鈥檚 partnership with X (formerly Twitter) or Pinterest and Snapchat cutting deals with Amazon.

I mean, Apple TV just signed a deal to be distributed on Prime Video, for example, because they're really struggling to increase subscriptions meaningfully since almost everyone it seems has a streaming subscription of some kind. So yeah, I'm curious what in a year from now they're going to be kind of teeing up as the next big initiative at the company. Marcus Johnson (15:29):.

Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.