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We revised our OTT subscription revenues estimate upward due to growth from Peacock, Max, and Apple TV+. Customer loyalty is declining. The number of entertainment options available to streaming consumers has grown, while inflation and subscription price hikes have made them more selective.

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.

So you go to Peacock at some point in the future and you'll have a section of it that's just showing NBC and MSNBC. Or well, I guess that's not a good example because Comcast is trying to spin off all their channels, but a lot of these streaming services will have-. Oscar Orozco:. I see what you mean. Ethan Cramer-Flood:. Channels available.

While other services鈥攊ncluding Netflix, Hulu, and Peacock鈥攊ncreased the amount of content on their platforms, the movie cutbacks by Paramount+ and Max are symptoms of streaming services becoming more judicious in how they fund content. Cancellation rates reflect programming strategies.

According to our forecasts, NBCUniversal鈥檚 Peacock will have more than 60 million ad-supported viewers in the US in 2024, while The Roku Channel viewers will exceed 70 million. Amazon Prime Video will have more than 163 million US viewers in 2024. Last month, these viewers began seeing ads鈥攗nless they agreed to pay an additional $2.99 per month.

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.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

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.

We have long tracked the likes of Netflix, Amazon Prime Video, Hulu, and Disney+, but we now believe that midsize, later entries like Max, Peacock, Apple TV+, and Paramount+ are taking more time per day than we previously estimated. We hope to break out these other sub OTT services soon. TV鈥檚 share of total video time keeps falling, but more slowly than before.

The news: Charter Spectrum signed a new carriage deal with NBCUniversal that includes free access to Peacock for TV Select plan customers. With that addition, Charter Spectrum now offers over $60 worth of streaming services for customers, including Disney+, Hulu, Vix+, Paramount+, and more.

That places it below Max, Paramount+, and Peacock, which have also struggled to gain traction. With US subscription video growth slowing, heavy spending on original content to drive growth can only go so far.

At the same time, Peacock and Hulu CPMs are inching up slightly. However, these appear to be normal quarter-to-quarter fluctuations rather than a secular trend. What factors influence CTV CPMs?

Time spent on Netflix exceeds Max, Tubi, Peacock, The Roku Channel, Pluto TV, and Apple TV+ combined, per MoffettNathanson. Collective time spent with Hulu, Disney+, ESPN+, and Amazon Prime Video exceeds Netflix by just 11%. Seeking profitability, streamers increase subscription prices. Streaming services were busy increasing subscription prices.

In addition, Max, Peacock, and Paramount+ have doubled down on sports rights, while ESPN is pivoting from a cable network to a D2C streaming service. All this is driving a surge in CTV ad spending, especially since live sports content commands loyal viewership and high ad rates. What does this mean for marketers, media companies, and distributors? The TV ship has sailed.

Peacock viewership is also set to contract this year, thanks to the elimination of its free tier and the withdrawal of free access for Xfinity and Cox subscribers. Late arrivals and free ad-supported streaming TV (FAST) services have built large audiences quickly. Late-to-the-game HBO Max (soon to be just 鈥淢ax鈥�), Paramount+, and Peacock have all built sizable viewer bases in just a few years.

Comcast-owned Peacock built its user base partly by allowing Xfinity subscribers free access to the service. However, in keeping with many streaming services鈥� focus on profitability over subscriber growth, Peacock will shut off this option in June 2023, leading to a slight reduction in viewers. We may have seen the last of peak TV鈥攆or now.