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Walmart and NBCUniversal began a partnership last year to bring shoppable advertising to sports livestreams on Peacock, allowing advertisers to tap into connected TV鈥檚 (CTV) hyperspecific targeting capabilities. Walmart and NBCU teamed up again for shoppable ads during Thanksgiving Day NFL games, and other partnerships are likely to follow.

Ad-supported tiers of subscription streaming services like Hulu and Peacock are not part of FAST. Most of the content on FAST services is old and licensed. Entire channels are built around shows such as 鈥淏aywatch鈥� and 鈥淢idsomer Murders.鈥� But FASTs have diversified their content.

Netflix added 5.1 million subscribers last quarter, reaching 282.7 million globally, while Peacock gained 3 million, boosted by the Olympics. Max鈥檚 steady growth keeps it competitive against established players like Netflix and Disney+. Shows like 鈥淭he Penguin鈥� have contributed to Max鈥檚 rising viewership, reportedly rivaling popular titles like 鈥淭he Last of Us鈥� and 鈥淗ouse of the Dragon.鈥�.

Discounts, bundles, and promotions helped Paramount+, Hulu, and Peacock convince more than two-thirds of their viewers to adopt advertising plans. Although advertising tiers have lower subscription fees, they are lucrative for streaming services because they tend to generate more revenues per user than ad-free plans. The hybrid model is here to stay.

Advertisers and tech vendors look to capitalize on CTV鈥檚 growing importance in digital advertising.

In a statement to The Hollywood Reporter, Peacock said it鈥檚 committed to helping consumers access entertainment regardless of their preferred viewing channel. Looking forward: How can marketers prepare to reach consumers who won鈥檛 be accessible via streaming? We forecast that there will be 48.9 million US linear TV households this year, down from 68.5 million in 2020.

Netflix, Disney+, and Peacock will see strong ad tier growth. Free ad-supported TV (FAST) viewership surpassed 100 million last year and will grow 5.5% in 2024. Around one-third of the US population and 44% of OTT viewers will watch FAST services this year. The Roku Channel will lead in viewership by a healthy margin, while Amazon Freevee will see the fastest growth.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

But another way people spend more time watching YouTube on a TV than they spend watching Amazon Prime Video, The Roku Channel, Tubi, Peacock, Paramount Plus and Max combined. It's just a staggering amount of time people are spending on this platform.

Roku ($2.41 billion) and Peacock ($1.15 billion) will round out the providers exceeding the $1 billion CTV ad mark in 2024. Traditional TV remains enormous, and this year it will actually grow a little. Political ad spending, the Summer Olympics, and the enduring strength of live sports will help traditional linear TV stem the bleeding in 2024. But there won鈥檛 be much more good news after this year.

In 2025, Amazon鈥檚 $3.88 billion will total roughly $330 million more than the combined CTV ad revenues of Peacock, Netflix, Disney+, and Paramount+.

Telemundo distributes Spanish-language coverage of 鈥淪unday Night Football鈥� matches, which are also available on Peacock (YouTube has the rights to Sunday Ticket, which includes out-of-market matches). Our take: Marketers and advertisers are tapping into the potential of the growing Hispanic population, giving Telemundo and NBCU a significant opportunity to leverage local broadcasting rights.

Tubi has been doing well of late, surpassing Peacock and Paramount+ among others in streaming viewership. Its free, ad-supported model, diverse content, and focus on younger viewers fuel its appeal. Tubi recently launched in the UK, entering a competitive market dominated by Amazon and Netflix.

So we've got Peacock and Amazon Prime Video are the ones that are starting to take share, and Netflix is losing share, and then you can pretty much entirely ascribe that to live sports. (11:10):. I should have prefaced all this by saying that Netflix is far and away number one in all these categories, so I'm not... Again, I want to make it clear. They have people spend so much time with Netflix.