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Analysts have long predicted that a streaming shakeout will leave three or four major services standing and licensing content from the stragglers鈥攂ut second- or third-tier services like Tubi, Peacock, or Paramount+ are refusing to go gentle into that good night. In fact, Fox seems unafraid of the inevitability of consolidation and is making a major effort to lift Tubi鈥檚 presence as a household brand.

Streaming service Peacock is also beginning to emerge from a difficult period, and it recently recovered rights to content that defaulted to Hulu. Our take: Iger鈥檚 statements should be taken at face value鈥攁nything is on the table.

鈥淵ou have to be really certain, commit a lot of money, and know what you鈥檙e doing if you鈥檙e going to pay the prices that Netflix, Peacock, and Max command,鈥� Benes said. FASTs, on the other hand, are more feasible for businesses that want to advertise in streaming, but aren鈥檛 the largest corporations in the world.

Streaming is a costly business, and many leading services like Peacock and Disney+ are still not profitable. But streaming services couldn鈥檛 afford to stop spending to deliver competitive original content or improve the user experience, forcing them to find revenues elsewhere.

While Yaccarino鈥檚 career has been spent working in network television, an industry that鈥檚 similarly seeing an ad spend decline, she was a major force behind pushing NBCU to invest in Peacock, and led the charge for a more diverse ad measurement market after Nielsen had its accreditation suspended鈥攁 move that鈥檚 since been followed by nearly the entire TV 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 that could be a tall order, considering consumers feel it has an inferior ad load than competitors Peacock, Hulu, Discovery+, and HBO Max. Continued ad innovation is important to Paramount: We expect Pluto TV to gain an incremental $540 million in ad revenue by 2024 (57.2% two-year growth) when compared with 2022鈥攊n the US alone.

It's like you have these almost templates for how to serve your audience and I think about Peacock. So Peacock, they cut their cheapest offering that was entirely free and just basically more ads. But one of the things that was interesting, so then they essentially were stopping to compete in the lowest tier in the FAST, if you will, space.

And NBCU鈥檚 offerings, which included a multiscreen view on Peacock and coverage by major NBC names like Kenan Thompson and Colin Jost received widespread praise. What it means: Live sports will continue to play an important role in the battle for CTV ad dollars.

Peacock has Sunday Night Football. Apple TV+ has Major League Soccer. Advertisers that want to reach these league鈥檚 viewers need to buy spots from the platforms that carry their events. Netflix is innovating with its own events. Niche competitions like a boxing match between Jake Paul and Mike Tyson or a combined Formula 1 and PGA golf tournament create inventory.

Major streaming services, such as Disney+, Peacock, and NBCUniversal, set deadlines of 2023 or 2024 to reach profitability. These important financial deadlines, combined with increased streaming competition, will lead to mergers. The market is already seeing consolidation, such as Paramount鈥檚 merger with Showtime.

Apple TV+ and Disney+ had launched in 2019, with Peacock following in 2020. Paramount+ and Discovery+ joined the fray in 2021. Time spent with digital video will exceed time spent with traditional TV for the first time in 2023. This year, US adults鈥� average daily TV time will drop to 2:55, while digital video time will climb to 3:11.

Similar to Peacock and Paramount Plus, they each have about 90 million. Netflix has double that. What does this new combined service do to viewership, do you think? Do you think it gives it a bit of a tailwind or not so much? Jeremy Goldman:. Yeah, yeah.

NBCUniversal is also testing shoppable ads on CTV, rolling out an ad format called Must Shop TV that enables viewers to shop items featured on Peacock TV shows. Social media platforms like TikTok and Pinterest are also offering shoppable media opportunities for brands.

Among CTV platforms, Hulu sits at the top, generating $3.63 billion in US ad revenues this year, more than YouTube, Roku, and Peacock. 2. Albertsons Companies and Omnicom Media Group. Albertsons is also targeting CTV with its partnership with Omnicom Media Group.

鈥淭he Olympics is always a boon for advertising revenue,鈥� said Zucker, noting that NBCUniversal is capitalizing by engaging its whole suite of assets, from Peacock to linear TV. In October, ad sales for the Olympics outpacing previous games, with NBCUniversal鈥檚 president of Olympics and Paralympics sales Dan Lovinger telling Variety the company was 鈥渄arn close鈥� to $1 billion in sales.

In 2017, Google removed YouTube from Amazon Fire TV devices, citing issues with Amazon's app developer policies (the service came back two years later under a new deal), while in 2020, Comcast's Peacock streamer initially didn't support Amazon Fire TV devices due to a disagreement over ad inventory control in Peacock's ad-inclusive plans.

The big winner here is Peacock. This is my takeaway. So I'm looping in my NBC Comcast Peacock story into one. This is huge news for them, right? We're talking about what we're losing with Warner Brothers, what Disney managed to maintain, and then we don't even have time to bring up Amazon, but we just saw Peacock come off of these incredibly successful Olympics. They've got the NFL on there now.

Walmart partnered with NBCUniversal to run interactive shoppable ads on Peacock. The Home Depot teamed up with TV-maker Vizio on a holiday-themed shoppable content series. Amazon is building out its ad business by introducing ads to Prime Video. 3. Social. US adult social media users will spend an average of 1 hour and 48 minutes per day with social networks in 2024, per our June 2023 forecast.

The retailer teamed up with NBCUniversal to launch shoppable ads on Peacock, showcasing products inspired by the show 鈥淏elow Deck Mediterranean.鈥� AI-powered ads allow viewers to shop relevant table settings and cookware directly from Walmart between episodes. Listen to the full episode. This was originally featured in the Retail Daily newsletter.

But then, you're getting down to the 1% or 2% really quickly with Disney+, Tubi, Peacock, Max, et cetera. And so, by bundling these, the Netflix, Peacock, Apple TV+ bundle, the StreamSaver one, that's 9%. If you add those services together, that's 9% of the time people spend watching TV.

Peacock, NBCU鈥檚 streaming service, is raising subscription prices ahead of the games. Ad-supported subscriptions will increase by $2 to $7.99 monthly and ad-free subscriptions will jump to $13.99. We forecast total US TV ad spend (including connected TV and linear) will reach $87.74 billion in 2024.

I think if it were to fall 8% by 2027, my guess would be that that's because some of the streaming services consolidate and you no longer have to dish out for Paramount and Disney+ and Peacock, because now Peacock and Paramount, which are in the lower subscription tier among streaming services, you no longer have to pay for those extra things and they're all just part of one thing.

After Ritz Crackers posted a tweet in March saying, 鈥渞eply with a 馃�� and i鈥檒l hand u a cracker,鈥� more than 100 brands from Peacock to AT&T tweeted using the same format. But such moments are rare, and their impact for brands has diminished with TikTok鈥檚 takeover of the cultural zeitgeist. But brands can participate in public discourse in a lighthearted way.