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Here are five charts that reveal the scale and outlook for CTV from the perspective of its access points.

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.

Titles are primarily available on mobile devices, and its catalog can only be played on select TVs鈥攏otably omitting Apple TV鈥攖hrough a beta program. Our take: As Netflix pours significant spending into new sports offerings, investing hundreds of millions of dollars into long-term gaming projects could be too risky, especially when competing with devoted large-scale game publishers.

Over the past three years, Apple TV+ canceled a smaller share of its shows than any other major streaming service, according to a September 2023 Variety and Luminate report. Apple鈥檚 low cancellation rate reflects its programming strategy: Although it produces few shows, what it does greenlight tends to be high-end scripted dramas. On the high end, Max canceled more than one-fourth of its shows.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

NFL games in foreign markets could allow smaller streamers like Apple TV+ or Paramount+ to give negotiations another shot after being outbid in the last clash over streaming rights.

In the past two years, Amazon Prime Video, YouTube TV, and Apple TV+ have exclusively licensed NFL Thursday Night Football, NFL Sunday Ticket, and Major League Soccer, respectively. In addition, Max, Peacock, and Paramount+ have doubled down on sports rights, while ESPN is pivoting from a cable network to a D2C streaming service.

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.

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:.

Instead, 鈥淲olfs鈥� debuted in a limited number of theaters before becoming available on Apple TV+ last week. 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.

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.

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.

TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

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 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.

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.