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Inflation forces judicious consumers to get more judicious with streamers: Netflix thrives with strategic moves, while others invest heavily in content.

The majority of subscription video-on-demand sign-ups on Peacock and Hulu are ad-supported, according to Antenna, accounting for 69% and 58% of overall subscription plans, respectively.

The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.

Hulu was the star of upfront streaming spend in iSpot.tv鈥檚 March survey, with 74% of brands and advertisers saying they were allocating spend to the platform. YouTube TV also had a huge showing, with almost half (48%) of respondents saying they were assigning spend to it. Peacock, Roku, and Paramount+ rounded out the top five.

More than half (53%) of US TV advertisers say a lack of common metrics is a challenge to integrating linear and digital campaign data, according to Yahoo Advertising. Creating a holistic framework and navigating walled gardens鈥� data-sharing rules are hurdles for about 40% of TV advertisers each.

When Netflix first rolled out its ad-supported tier in late 2022, its CPMs (the cost to reach 1,000 users) were nearly $60, per our data. Disney+ CPMs were slightly lower at $50, but still much higher than Hulu鈥檚 at $24.44.

Netflix鈥檚 advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

Or if you're talking about just a collection of individual streaming services, like someone who's subscribed to just Netflix and HBO and Hulu, but they don't have a ... I want to say a cable service, or a comparable service. Marcus Johnson:. Yeah, yeah, I agree with you. I did some digging to try to see what the prices might look like. It's hard because everyone's cable package is different.

We expect US subscription OTT video ad spending to near $10 billion and account for 3.4% of all digital ad spending鈥攁nd 10.2% of total video ad spending鈥攂y the end of 2023.

In a hurting ad market, where consumers are hesitant to spend unnecessarily, marketers need to make sure their ad spend goes as far as possible. All members of the marketing team need to be capable of thinking like performance marketers, with the ability to analyze metrics in order to select the best channels and ad frequencies. Here are five charts to help your team do just that.

In January, we made a slew of marketing and advertising predictions, from streaming to ad measurement. We already know the elephant in the room鈥攚e didn鈥檛 even mention generative AI. But the predictions we did make were a mixed bag in terms of accuracy. Here鈥檚 a look at how we did.

Paramount is playing catch-up when it comes to ad innovation: The media giant is exploring a number of initiatives to fuel its aggressive streaming goals.

The way people watch TV is changing. So are the ways brands advertise on TV. Connected TV has seen 鈥渕onumental progress in just a handful of years,鈥� said our analyst Ross Benes. But that鈥檚 not the full story. Here are key TV behaviors and ad trends to watch in the new year.

Latin America鈥檚 digital video audience will be the second largest in the world this year. As greater adoption of paid and ad-supported streaming services takes hold, the region will remain a key market for new user growth on the international stage. Here are our latest forecasts.

It is expected that HBO Max will change its name to Max to better reflect its expanded subscriber focus and inclusion of non-HBO content. Max, how do you feel about that, about them changing... about them using your name Furious. Furious. Max Willens:. Well, I'm waiting for the checks. Marcus Johnson:. Exactly. Max Willens:. I'm waiting for the checks to come rolling in. That is how that works, right?

Video content formats such as AVOD will continue to rapidly gain audiences over the next few years, even as overall digital video user growth levels off.

On today's episode, we discuss what to make of the mixed signals surrounding the US ad market, how much the space will grow in 2023, what's driving it, and what's holding it back. "In Other News," we talk about whether Universal Pictures鈥� premium video-on-demand success has reshaped the movie distribution model and what we spend our time watching on our TVs. Tune in to the discussion with our analyst Paul Verna.

But overall, four of the five biggest ones, Netflix, Amazon, Disney and HBO, the vast, vast majority of their viewers are paying to avoid ads. There isn't much of a signal that they're tired of that, that they're going to go away from it. So they're way out in front. So you're going to see success in the ad-supported tiers, but that's not going to be the predominant way this goes. Zach Goldner:.