蘑菇AV

This contributes to a drop in total inventory because streaming ad loads are lighter than linear TV, and many streaming viewers use ad-free plans. 鈥淎s supply becomes more finite, demand will increase and the upfront will continue to be a focal point for the industry,鈥� said Aaron Lilly, executive vice president, client success and growth at VideoAmp. But the upfronts aren鈥檛 for everyone.

In some jurisdictions, it was part of a subscription offer, while in others, it was limited to relatively few, select events so as not to impinge on broadcast rights. Despite these restrictions, the 2024 version saw significant viewership on YouTube. Implications for brands. Sports viewers expect advertising next to live sports content.

The news: Spotify鈥檚 Partner Program has opened new monetization paths for video podcasters, enabling MP4 uploads and revenue through ads and subscriptions. Creators like Ryth report earning over $55,000 per month, surpassing YouTube earnings. However, the model doesn鈥檛 support dynamic ads for premium subscribers, prompting networks to hold back. Why it matters: Nearly half of all digital media time is spent on video, and Spotify is betting big on that trend鈥攅specially among Gen Z, who increasingly prefer video-first podcast formats. Our take: Spotify鈥檚 approach may alienate ad-heavy networks for now, but video鈥檚 growth and creator enthusiasm suggest its long-term strategy is sound.

Declines in linear TV viewers, time spent with linear, and the number of linear addressable TV households, combined with streaming services outpacing traditional TV subscription revenues, makes it unclear whether linear ad spend will continue growing.

With ad-free demand rising globally and economic pressures shaping user choices, YouTube鈥檚 tiered approach may be its best bet for steady subscription momentum.

The news: A new study from Attest is highlighting key trends in consumer attitudes toward streaming鈥攊ncluding what viewers are looking for from ads and what turns them away from a service. 38.5% of consumers are okay with some ads in streaming if the price is lower, while 20.9% prefer and are willing to pay for ad-free content. Another 17.1% prefer free options, even if they include ads.

After introducing its cheaper ad-supported tier in 2022 to respond to its first-ever subscriber decline, the offering drove over 55% of new subscriptions in ad-supported markets. While the company didn鈥檛 disclose subscription numbers in Q1, it set a subscriber growth record in Q4 2024, largely driven by its ad-supported option.

GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.

Fox will debut its own subscription service, Fox One, this fall鈥攂undling content from its broadcast network, cable channels, and live sports like the NFL. Fox One targets cord-cutters but intentionally avoids cannibalizing cable subscribers, who will receive access for free. Pricing hasn鈥檛 been revealed but is expected to match or exceed cable rates.

Studio and linear remain a dark cloud for WBD and Paramount: Revenues were down YoY for both companies, but streaming remains a beacon of hope.

Our take: Video podcasts are the next frontier for audio and video streamers alike, and unique features and less-expensive subscription options can help fuel adoption. YouTube and Spotify are the top dogs in their respective categories, but as direct competitors, Spotify has a long way to go.

Balancing subscription and ad revenues. Netflix has reported a 13% YoY rise in Q1 revenue. However, as subscription costs continue to rise, the streaming service is 鈥渁pproaching the ceiling in the US where their monetization is the highest,鈥� said Paul Verna, 蘑菇AV鈥檚 vice president of content, on a recent episode of "Behind the Numbers.".

Roku delivered strong Q1 results and acquired Frndly TV: The deal boosts live content and supports subscription growth without overspending.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

Peacock reduced losses, gained subscribers in Q1: The successes indicate that the streaming platform could become more enticing for advertisers.

The average cost of streaming subscriptions jumped 22.2% YoY in 2023, far outpacing both pay TV increases (4.8%) and inflation (3.6%), per our analysis; In 2024, streaming subscriptions increased 12.6%, again outpacing both other measures, though less dramatically.

Vimeo Streaming empowers creators with subscription tools: The platform helps monetize video content through branded apps, AI tools, and flexible pricing.

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women鈥檚 sports and betting apps provides marketers with opportunities to reach new audiences.