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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.

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

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.

Netflix is already hot on the heels of Peacock, a platform that embraced ads from the very beginning, and not all that far behind longtime leader Hulu. Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues. Read the full report, US Forecast Trends to Watch in 2025.

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.

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.

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.

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.

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+.

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.

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.

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.

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.

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.

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.

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.

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.