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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.