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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.

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.

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.

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.

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.

Our take: Streaming services that have already committed to lengthy and costly rights deals are unlikely to give the Club World Cup a look鈥攂ut the lower price point could be appealing for smaller streaming services like Paramount+ and Peacock that are staring down an uncertain future if they can鈥檛 boost viewership or secure a killer app.

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. 

They say Comcast lost 3,000,000,000 on Peacock, the streaming service. Disney also lost about 3,000,000,000 on its portfolio that Paul just mentioned. Warner Bros. Max streaming service only just made a profit.

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�.

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.

While some platforms may be safe from consolidation, others such as Peacock and Paramount+ may be under particular pressure to balance profitability with user growth. Deeper dive: Netflix has previously initiated measures to increase user revenues, such as introducing a fee for sharing an account outside one's household. Disney+ is getting in on the password-sharing crackdown act as well.

Narrower losses on Disney+ stand in contrast to streaming services like Peacock and Paramount+, which have seen losses widen quarter after quarter in an attempt to drive subscriptions that the market has (mostly) punished. Challenges: Although the company remains near the top of the streaming market for now, a number of challenges could slow its roll.

Currently, the WWE is engaged in a $1 billion exclusive deal with NBCUniversal streaming service Peacock to broadcast Wrestlemania and also has a deal to broadcast Friday 鈥淪mackdown鈥� events on Fox. But under new ownership, it seems the WWE and UFC will pursue an NFL-like rights structure.

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.

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.

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.