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Apple鈥檚 investments in live sports like Major League Soccer and Major League Baseball, as well as Apple TV streaming, also offer opportunities for VR. More details on the Apple headset: A report from Bloomberg gives us some insights on Apple鈥檚 hardware and its unique features. The headset will be able to shift from VR to AR using a Digital Crown, similar to one on the Apple Watch and AirPods Max.

MySports鈥� $69.99 is significantly more expensive than Venu鈥檚 planned launch price but still cheaper than competing pay TV and sports services like YouTube TV, Hulu + Live TV, and Fubo鈥攖hough its packages that contain specialty sports like the SEC eclipse competitors鈥� pricing.

Digital realty company Opendoor plans to sell a house live during its Super Bowl ad slots on Sunday. It鈥檚 an ambitious campaign that required the help of Mischief, the creative agency behind last year鈥檚 viral Tubi Super Bowl ad. Sunday鈥檚 ads consist of two 30-second spots, one teasing a house listing on Opendoor鈥檚 site and the other showing the results of the sale鈥�live.

Disney and WBD are also exploring new content tiers, like live sports, to attract subscribers. Companies are also working to enhance the revenue generation of both their ad-free and ad-supported tiers. Case in point: Netflix's focus on halting password sharing effectively acts as a price increase.

Live sports events like the Olympics and news events like the US presidential election tend to give linear TV a boost, but linear TV ad spend is on the decline as streaming takes over. Linear TV is composed of two sub-categories鈥攐ver-the-air (OTA) and pay TV. OTA: Free, broadcast television.

鈥淭he people that are going to be squeezed by this are the brands that are used to using live sports as a way to reach their audiences but have tried to sell their products without relying on Amazon鈥檚 ecosystem,鈥� said Willens. 鈥淎 lot of them may chafe at being pulled into Amazon鈥檚 orbit.鈥�. Winner: Amazon. Consumers vs. Amazon.

This has been driven by live sports viewership. Demographics. CTV has the largest audience share among millennials: There will be 62.0 million millennial CTV users in the US this year, per our forecast. Traditional TV in the US is dominated by the 65-and-older age group, which spends 4 hours, 58 minutes (4:58) watching linear TV per day.

Amazon is hanging out there too, with ads on Freevee and live sports. And social video has expanded, with TikTok eyeing CTV formats. With two-thirds of spending still going to linear for the foreseeable future, CTV platforms are fighting over a limited number of ad dollars.

Live sports are coming to Netflix in the form of The Netflix Cup, a combined Formula 1 and golf tournament. Netflix plans on opening new brick-and-mortar locations that combine retail, dining, and live experiences in 2025. Basic With Ads is the new Basic as the platform slashed its Basic ad-free plan in July 2023 for US and UK viewers.

On today's episode, we discuss whether Netflix's password-sharing crackdown is actually working out, why the company got rid of its basic ad-free plan, and whether sticking to sports-adjacent programming is the right move. "In Other News," we talk about whether The Walt Disney Co. might be bailing on TV too soon. Tune in to the discussion with our analyst Daniel Konstantinovic.

Amazon鈥檚 content expenditures climbed by 28% to $16.6 billion in 2022 from $13 billion in 2021, with Amazon Originals, live sports coverage, and licensed third-party video bundled with Prime growing roughly 40% to $7 billion. This new policy could reshape the streaming landscape and developer ecosystem given Amazon's considerable US presence; nearly three in 10 US CTV households own a Fire TV.

Brands will experiment with AR retail experiences and AI-powered content overlays at live events like concerts and sports venues. High-visibility use cases will create new advertising formats that blend digital interactions with physical spaces. This will fundamentally change how consumers interact with brands. Ad-supported genAI search will beat subscription models, benefiting Google.

That could change if Apple launches an ad-supported tier, which seems plausible given its embrace of live sports. Whatever happens, it seems likely that Apple, Netflix, and other tech titans like Amazon, YouTube, TikTok, Snap, and Meta will come to personify the upfronts just as TV networks have since the 鈥淢ad Men鈥� days.

And for our final story, we're heading stateside where Walmart Connect is working with NBCUniversal to bring targeted ads to live sports. In another retail media focused announcement, Walmart Connect revealed that it is working with NBCUniversal to integrate retail media powered ads within live sports streams, a first for the media giant.

This year鈥檚 Super Bowl ads will be defined by big stunts, from FanDuel鈥檚 live Gronk field goal attempt (we won鈥檛 be betting on this) to whatever M&M鈥檚 is doing with 鈥淢a&Ya鈥檚 candy coated clam bites鈥� (these we would bet on). Here are five charts on Super Bowl advertising.

So it seems like maybe some other streaming services are saying, "Hey, why can't we also create an event around sports and use that as a hook to pull people into our streaming platform?". Daniel Konstantinovic:. Yeah, I mean Netflix notably until recently lacked a major sports rights deal.

Tubi differentiates itself with an eclectic offering of rotating blockbusters, old straight-to-video movies, made-for-TV specials, short-lived cult series, classic sporting events, and live broadcasts of the NBA鈥檚 farm league. Viewers have taken to this ragtag approach. YouTube usage keeps growing. YouTube continues to eat up more of children鈥檚 screen time.

But I think just to push back a little bit on it, churn is now basically par for the course with streaming and especially with sports, there's more of these services getting to sports. I think they understand that people are going to subscribe on a partial year basis depending on sports seasons.

OpenAI launches real-time ChatGPT search: Users access live info with conversational ease in an attempt to take market share from Google.

Another is that Netflix has a really big sports deal that is going to kick into effect next year with the WWE that will give it potentially some ad space alongside live sports. And we've seen that be a big driver of revenues and spending for Amazon and for YouTube. So it's not the NFL, but WWE is still really large, and I'm sure that there will be people who are looking to advertise alongside that.

Fox has committed to focusing on live programming like sports and news, areas where it continues to capture loyal audiences and advertiser interest. 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.

Its lead comes from staple primetime programming鈥攅specially in Quebec where TV viewership is heaviest鈥攁nd appointment viewing of news and live sports. We forecast declines in TV time spent this year and in the years ahead, dropping 3.7% in 2022 and another 2.2% the year after. By 2024, daily TV time spent will be 2:52, while time spent with digital video will be 1:54.