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Instacart has made similar moves, partnering with Peacock and UberEats for its Instacart Plus members. 鈥淭hat not only makes them competitive with Amazon Prime but also with competing services like DoorDash,鈥� Droesch said. 3. Amazon will finally figure out grocery. Amazon will finally (successfully) extend its flywheel into grocery this year, Droesch predicted.

Peacock and Paramount+ will use live sports programming to increase ad revenues. Live sports will likely have a bigger impact on Peacock than they will for Paramount+. This is because Peacock鈥檚 sports programming features a mix of linear TV retransmissions and streaming exclusives, whereas Paramount鈥檚 sports programming is available on CBS. Max will lean on live sports to grow ad revenues.

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.

As Amazon Prime Video, Peacock, and Apple TV+ compete for similar rights, Netflix's subscriber base, which we forecast will grow 9.3% next year to reach 759.2 million viewers, makes it an appealing partner for sports leagues trying to reach mass audiences.

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

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.

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.

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.

Comcast is leading this industry shift, announcing plans to separate its cable networks into 鈥淪pinCo,鈥� a new public company that will house major networks like USA Network, CNBC, and MSNBC, while NBCUniversal retains the Peacock streamer. Disney is also restructuring, merging its TV studios, cutting 300 corporate jobs, and laying off 75 employees at ABC News and its local stations.

It鈥檚 working with NBCUniversal to bring hyperspecific shoppable advertising to sports livestreams on Peacock. Walmart and NBCU teamed up again for shoppable ads during Thanksgiving Day NFL games.

MSNBC has experimented with uploading broadcasts of popular shows like 鈥淢orning Joe鈥� to Peacock. Our take: SpinCo鈥檚 creation is primarily aimed at reducing the burden of linear TV鈥檚 decline from streaming ventures, but the CNBC+ news is the first glimpse at how the newly formed company could attempt to revitalize its networks鈥攖hough Comcast has said SpinCo could take a year to set up.

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.

The deal would include other Macy鈥檚 events like the Fourth of July fireworks in Manhattan, all of which will be available on Peacock. Zooming out: Competition among broadcasters and streaming services for live, high-viewership events has emboldened Macy鈥檚 to nearly triple its asking price from its previous contract.

What鈥檚 next: The separation is good news for Peacock, which has seen significant revenue gains in recent quarters thanks to sports content like the Paris Olympics and can spend aggressively without linear鈥檚 decline dragging it down. The path for SpinCo, however, is less clear.

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.

QR codes have boosted ad engagement for Peacock and Amazon because consumers are familiar with the technology. They also let companies take advantage of pervasive second-screening behaviors.

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.

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+.

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.

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�.