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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.

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.

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

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.

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.

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.

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.

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 format echoes similar ad strategies used by services like Hulu, Peacock, and Max, which all feature static ads during pauses. As streaming services look for new revenue streams, pause ads provide a way to generate income without fully disrupting the user experience.

You've got small players like Pluto TV, they're smaller than Peacock or Max or Roku Channel or Tubi or whatever, but they're bigger than someone like a Shudder. So I mean, what would you say the definition is there? Ross Benes:. Well, I don't think niche applies to the audience size necessarily. Pluto TV has sports and crime and drama and comedy.

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.

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?

Why it matters: Streaming subscriptions are quickly becoming a must-have for delivery memberships as they try to attract customers and differentiate themselves from competitors: Instacart has Peacock, Walmart has Paramount+, and Amazon, of course, has its own Prime Video service.

We have projected Max and Peacock for the first time, and they are both on an upward trajectory. Warner Bros. Discovery鈥檚 Max (formerly HBO Max) and Comcast鈥檚 Peacock are younger than the four platforms that lead them in the chart above. However, both are set for healthy time spent growth among the population this year.

Peacock had eight of its 10 highest streaming days during the Olympics. NBC's primetime coverage drew an impressive 4.1 million daily viewers. NBCU鈥檚 planning clearly contributed to this triumph:. The company seamlessly integrated streaming and traditional broadcasts. NBCU updated its viewership data presentation to better reflect modern consumption habits.

Since then, they鈥檝e fallen closer in line with incumbents Peacock and Hulu. Early reports suggest Amazon is taking a different approach, with a target cost per thousand (CPM) of about $36, which is around the middle of the pack among major streaming services. One-third of streaming subscriptions will become ad-supported as more people sign up for those tiers.

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.

Peacock proves timing (with content) is everything. For new Peacock subscribers, prices went up on July 18, prior to the Summer Olympics, while existing subscribers received a month鈥檚 notice to stream the games at the lower price.

Most recently, Walmart announced 鈥淪hop the Moment,鈥� a partnership with Peacock and Bravo that turns a handful of 鈥淏elow Deck Mediterranean鈥� shows into shoppable episodes. Predictions. As retail media moves beyond on-site, nonendemic opportunities will abound. The news that Amazon will offer Hyundai cars is a case in point.