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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.

That鈥檚 far better than anticipated increases for most subscription video-on-demand (SVOD) providers, such as Disney+ (45.0%), Peacock (25.3%), Max (13.3%), and Paramount+ (10.3%). Hulu won鈥檛 experience much growth in its ad tier due to its relative market maturity. Amazon Prime Video, having undergone a significant one-time transformation, will face limited room for ad viewer growth after 2024.

For Comcast, ownership of Hulu would give it access to a huge swath of subscribers and revenues, helping offset the heavy losses it鈥檚 suffered building a streaming service of its own in Peacock鈥攖hough so would a multi-billion cash injection from selling. As network TV viewership continues to decline, ownership of Hulu could secure Peacock as a media brand that can be a leader in the digital era.

Even so, Paramount+ is losing the head-to-head with its closest competitor, Peacock. By 2024, we forecast Peacock will achieve $1.3 billion in advertising revenue in the US. That same year, Paramount+ will only reach $647.4 million, according to our forecast.

Walmart is partnering with Peacock to offer AI-powered, interactive shoppable ads during three upcoming episodes of 鈥淏elow Deck Mediterranean.鈥�. Viewers watching Amazon鈥檚 coverage of the first-ever Black Friday NFL game will be able to buy products from brands including TCL and Dyson without navigating away from the action.

Peacock has the Olympics and is using them to raise streaming prices. Roku is negotiating with Major League Baseball for exclusivity on some games and is teaming up with the NBA on a free ad-supported streaming (FAST) offering. ESPN, Amazon, and Warner Bros. Discovery are negotiating for NBA streaming rights. Fox, Warner Bros.

Many streaming services get their most popular shows from their sister networks, like ABC鈥檚 鈥淎bbott Elementary,鈥� which appears on Hulu, and NBC鈥檚 鈥淵oung Rock,鈥� which is on Peacock. When these shows shut down, it affects networks and streamers alike. A prolonged strike could elevate unscripted programming. Netflix and Amazon lean least on unscripted shows, according to Reelgood data.

As seen on TV: NBCU is experimenting with a shoppable ad format called Must Shop TV, enabling viewers to shop items featured on Peacock TV shows. The program was rolled out with the reality series 鈥淟ove Island USA,鈥� with products like cosmetics, skincare items, or beach accessories placed within the show. Viewers were directed to a website where they could shop at the end of each episode.

Although we don鈥檛 expect any other single service to reach $1 billion in US CTV ad spending in 2023, several will cross that threshold by 2025, including Pluto TV, Tubi, Peacock, and Netflix. Companies not included in our forecast breakout comprise a big chunk of ad revenues. The other connected TV category will draw over $10 billion in 2023 and over $14 billion by 2025.

After comparing streaming services鈥� viewership market share with their average subscription prices, Bernstein Research concluded that Netflix, Hulu, and Peacock have the most room to increase prices.

Article: The US streaming ad market diversification story, as told by Netflix, Disney+, and Peacock. Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.

This has happened as YouTube and Paramount+ expanded their share of OTT subscription revenues, and the nascent businesses of Peacock and Apple TV+ found larger audiences. Netflix is squeezing more money out of its viewers. Netflix鈥檚 US audience is saturated, as the service will reach more than three-fourths of US subscription OTT users this year.

Peacock US subs rise to 22 million. Netflix delays password-sharing crackdown rollout, posts mixed results. The currency upheaval hits as the TV/CTV market closes in on the $100 billion ad spending milestone. Nielsen regains one Media Rating Council accreditation, but there鈥檚 still more work to be done. Yesterday鈥檚 Chart of the Day: The thrift gift.

Over 80% of Netflix鈥檚 new subscription sign-ups in 2023, for example, will be for ad-free plans, while 69% of Peacock sign-ups will be ad-supported. The majority of Peacock, Paramount+, and Hulu viewers watch ad-supported plans, according to our forecast. Viewers of Netflix鈥檚 ad-supported plan will be under 5% this year, but that share is expected to grow.

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.

The latest: Walmart is partnering with Peacock to offer AI-powered, interactive shoppable ads during episodes of 鈥淏elow Deck Mediterranean,鈥� while Amazon鈥檚 first Black Friday NFL game featured shoppable ads from brands like TCL and Dyson.

And I mean, peacock is a Comcast network, obviously, but by throwing Netflix and Apple TV into it, it sweetens the pot for people who maybe still haven't cut the cord and Comcast doesn't want them to cut the cord, but they do want them to start subscribing to streaming content, including Peacock.

Hulu, YouTube, Amazon, Roku, and Peacock will each generate more than $1 billion from their ad business this year, per our March 2024 forecast. 鈥淲e now have large-scaled ad businesses for advertisers to spread their money,鈥� Benes said. 鈥淪oon, this list will grow to seven or eight streamers.鈥�.

Without any question, the most interesting sentence is where it says it's the first price hike for Peacock. The reason I say that is that I thought by now that every one of these services had raised prices. I was very surprised that Peacock had only done it, that-. Marcus Johnson:. I had to reread it. Paul Verna:. ... this is the first time.

The recent expansion of ad-supported connected TV (CTV) inventory on networks like Hulu, Peacock, and Disney+ gives D2C brands a means of driving branding and performance at the same time. Although these ads often carry high CPMs, the rapid increase in supply should create near-term opportunities for high-growth brands with adequate marketing budgets. The clock is ticking to figure out TikTok. 

Aside from appearances by network stars Fallon and Seth Meyers, the event gave little other spotlight to non-Olympic content鈥攆ocusing on properties like Bravo and Telemundo and its streamer, Peacock. The bottom line: With its approach to unified audience engagement and the strategic use of data and technology, NBCUniversal is charting a new course in the media and entertainment industry.

Revenue shares and other issues have led to carriage disputes between streaming services like HBO Max and Peacock and devices like Roku, Samsung, and Fire TV. When Disney+ introduced advertising in December 2022, its ad tier wasn鈥檛 initially available on Roku. Conflicts between streaming services and device-makers often result from disagreements over what share of ad dollars each company gets to keep.

But 7 in 10 Peacock and Hulu users are on ad-supported plans, per a March 2022 survey by S&P Global Market Intelligence. Netflix鈥檚 future ad revenues will be determined by how many of its viewers accept ads in exchange for subscription discounts. Netflix Viewership Still Stands Out. Netflix鈥檚 lead in viewership over other services isn鈥檛 as large as it once was. But Netflix is still the streaming king.