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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.

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.

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.

Advertising is new to Disney+and Netflix, so they have fewer ad-supported viewers than subscription services like Peacock and Paramount+, which have always had advertising. But we expect Netflix and Disney+ to grow their ad-supported viewers substantially next year, with 69.7% and 45.1% increases, respectively.

NBCUniversal introduced a new ad format for Peacock TV at NewFronts that enables viewers to buy products that appear on Peacock shows, per TechCrunch. The capability, powered by KERV Interactive, uses an algorithm to identify shoppable products on the TV screen. A QR code appears next to the item, which viewers can scan and use to purchase the item on the Peacock app.

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.

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 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. Read the full report.

Tuesday regionalized games will also be telecast, and Peacock will stream Monday games and the NBA All-Star game, broadening NBC鈥檚 sports portfolio. Prime Video emerges as a significant player, set to stream the NBA Cup, the play-in tournament, and Thursday and Friday night games.

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.

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.

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.

However, Peacock is struggling: The company posted strong revenues but lost 500,000 subscribers in Q2. Our take: Netflix, NBCU, YouTube, and Disney have more or less secured their places as the dominant media distributors, but shakeups in the coming months could affect which of those titans remains on top.

To quote verbatim, "Peacock has already generated tremendous losses for NBCUniversal, which expects to lose $3 billion on the service this year.". Marcus Johnson:. Exactly what I wrote down. Yep. Paul Verna:. That's really the crux of it. Obviously, Peacock is making a play to increase its subscriber base at the expense of revenue.

Peacock will also have to work to stick out from the pack. Seventy-five percent of US Peacock subscribers use the service鈥檚 ad-supported tier, giving it a strong pull for advertisers鈥攅ven if it lags behind other streamers in overall viewership.

It has also experimented with a variety of shoppable formats across a range of platforms, including on Meta, Snapchat, and NBCUniversal鈥檚 Peacock (where it is offering shoppable ads on the 鈥淏elow Deck Mediterranean鈥� reality series). Others are also testing the technology.

NBC will broadcast games on Tuesdays and stream additional content on Peacock, while Amazon will feature games on Thursdays and weekends. ESPN retains a significant portion of the coverage, including exclusive rights to the NBA Finals. Why it matters: Live sporting events, including NBA games, are one of the few remaining forms of appointment viewing, attracting significant ad spend.

-based subscription video services (Netflix, Disney+, Hulu, Prime Video, Max, Apple TV+, Paramount+ and Peacock) and major broadcast and cable networks during January 2020 and August 2023. Luminate provided data on the networks' content output, including premiere dates, season counts, genres and renewal status, which was analyzed by the Variety Intelligence Platform.

At the same time, other streaming services with ad plans鈥攊ncluding Hulu, Disney+, Paramount+, and Peacock鈥攚ill see net growth in their viewership through 2027. The ads have it. AVOD services added 11.9 million viewers in 2022, with free premium video streaming services tacking on another 5.6 million.

These games, formerly broadcast on NBC鈥檚 Peacock service under a $30 million deal known as "MLB Sunday Leadoff," may find a new home on Roku as NBC steps back from renewing the contract.

The NewFronts were impacted on May 2, when protesters demonstrated outside the Peacock event and actress Edie Falco鈥攁 star of the Peacock show 鈥淏upkis鈥濃�攔efused to cross the picket line. The following week, Netflix canceled its upfront event and switched to a virtual format. While the streamer didn鈥檛 give a reason, Adweek reported the about-face was related to the strike. Netflix and freeze.

To eliminate redundancies鈥攍ike between a Peacock NewFront and a NBCU upfront or a Hulu NewFront and a Walt Disney Co. upfront, for example鈥攎any companies are combining their events. This means buyers are no longer thinking of linear and digital advertising as two different things, but as one fluid experience. 3. The writers鈥� strike has been palpable at upfronts.

Who will be left standing and who will falter is up for debate, but platforms like Peacock and Paramount+ will be closely watched over the next few quarters as marketers assess their long-term viability.

Reddit has brought on new clients in categories including automotive, pharma, entertainment, and retail in the past 6 months, including names such as Walmart, CVS, H&M, Sephora, Peacock and Netflix.

While Amazon has a definite advantage over competitors given the strength of its marketplace and Prime offering, it鈥檚 facing competition from the likes of Roku, Disney, and Walmart鈥攖he latter having quietly paused its live commerce experiments in favor of testing interactive shoppable ads on Peacock.