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(Apple TV+ offers advertising only in the few live sports games it airs.) For the most-used services, ad tiers tend to offer higher average revenues per user (ARPU) than ad-free tiers. But that鈥檚 not universally true. For example, BET+鈥檚 nascent ad tier makes less money per subscriber than its ad-free tier, according to AdExchanger.

On today's episode, we discuss how this year's Amazon Prime Day will be different, how competitors can maximize the sales holiday's impact, and an uncanny link between Prime Day and the end-of-year holiday season. "In Other News," we talk about the significance of NBCUniversal and Walmart Connect bringing targeted ads to live sports and Amazon's AI initiatives. Tune in to the discussion with our vice president and analyst Andrew Lipsman.

Because consumers now access content via dozens of platforms and devices, even tentpole events like award shows and live sports are more challenging to measure. As measurement catches up to consumer viewing habits, brands will have better information regarding where to reach incremental audiences and how to optimize frequency to drive awareness and consideration while mitigating waste.

Walmart Connect is teaming up with NBCU to power ads in sports livestreams: The partnership is part of Walmart Connect鈥檚 growing CTV ambitions, which includes an expanded deal with Roku.

Interest in women's sports continues to rise: Media investment and NIL rules drive opportunities for advertisers and growing fan engagement.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.

Amazon grows ad revenues by 19% in Q3: Sports, shoppable ads, and live news bolster its appeal to advertisers.

On today's podcast episode, we discuss how Netflix's ad business is coming along; the streaming giant's first live sports broadcast; and its new retail, dining, and live experience destinations. Tune in to the discussion with our analyst Daniel Konstantinovic.

Every major streaming company鈥攁nd some not so major ones鈥攊s investing in live sports. As they compete for broadcast rights, they鈥檙e seeking advertisers. Exclusive inventory is a draw, but benefits like first-party data and the ability to execute on lower-funnel objectives are also helping streamers woo live sports advertisers.

Peacock expands its reach beyond the home: Exclusive live sports to be shown in commercial venues, diversifying audience and increasing brand visibility.

On today's episode, we discuss password sharing and live sports on Netflix, what the definition of "convenience" is, if awards shows have turned things around, where we spend time with connected devices, sweetgreen's plan to automate all stores in five years, who invented the card game Uno, and more. Tune in to the discussion with our director of forecasting Oscar Orozco, vice president of Briefings Stephanie Taglianetti, and analyst Max Willens.

On today's podcast episode, we discuss what happens now that the actors strike is over, how the Super Bowl is fundamentally changing, whether live sports need new shorter content, what's next for WhatsApp, why people immigrate to the US, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, forecasting analyst Zach Goldner, and director of forecasting Oscar Orozco.

Ad-supported streaming and live sports are accelerating pay TV鈥檚 decline: The largest pay TV providers lost 5 million subscribers in 2023, while SVOD鈥檚 market share grew.

Teaming up with NBCUniversal for shoppable ads during live sports, including the Thanksgiving Day NFL game. Opening up offsite media to non-endemic brands. Letting third-party sellers purchase onsite display placements on its web and mobile properties for the first time.

The sports rights spending of subscription OTT services will increase by more than $3 billion this year to reach $8.5 billion worldwide, according to Ampere Analysis. Their monthly viewership will also grow, per our forecast, surpassing 2 billion for the first time in 2023.

Walmart鈥檚 $2.3 billion Vizio acquisition will give brands new ways to reach consumers and boost product discovery, while Amazon is reaping the rewards from the launch of Prime Video鈥檚 ad-supported tier and its investments in live sports. Other retailers looking to get in on the CTV boom include Albertsons and Instacart. Overall, we expect off-site RMN ad spending to grow 42.1% YoY in 2025.

The influx in digital upfront spending stems from Amazon Prime Video鈥檚 new ad tier and more live sports coming to streaming services. Nielsen will remain the primary currency. But alternative currencies are increasingly gaining adoption. Upfront deals are happening all the time. Ad buyers no longer only make advance commitments during the spring based on a broadcast year.

Peacock will lead all platforms (47.0% growth), thanks mainly to the 2024 Summer Olympics and other live sports offerings. Max will take second place, growing its time spent among the population by 12.0% this year. YouTube鈥檚 share of total video time continues to grow. Despite a crowded and competitive digital video environment, YouTube鈥檚 significance is still growing.

As sports wagering grows its digital footprint, ad spending by the gambling industry levels off.

Numerous providers produce original content, and some have dipped their toes into live sports with developmental and niche leagues. FAST has made it easier for viewers to quickly find a show to watch when they don鈥檛 feel like searching. Almost two-thirds of US consumers polled by Comcast Advertising in December 2023 spent more than 6 minutes searching for something to watch. How many people use FASTs?

These figures, drawn from Guideline's data capturing ad agencies鈥� invoicing dollars, demonstrate both the enduring appeal of sports programming and advertisers' confidence in live sports to reach engaged holiday audiences.

Success during the NFL broadcasts could help Netflix recover from this setback, but another failure would likely severely limit its sports ambitions. The difference between streaming on-demand content and live sports has become painfully clear for Netflix.

They had a lot of trouble re-signing some of their sports licenses, so they basically lost out to some of the big tech players when it comes to live sports. And they seem to be in a place where they're still prioritizing user growth. (14:44):.

NBCU highlights sports, streaming at Upfront event: The presentation outlined NBCU鈥檚 plan to offset declining traditional TV revenues.

It plans to expand the capability to other live sports, scripted content, and unscripted shows. Shoppable ads will also be front-and-center during Amazon鈥檚 coverage of the Black Friday NFL game. By the numbers: TV is a potent tool for product discovery. Nearly two-thirds (63%) of consumers find new brands or products through TV content, per an 蘑菇AV survey conducted with Shopsense AI.