Our take: With two consecutive quarters of streaming profitability, Paramount+ is holding its own as the fourth-largest global SVOD service. Paramount鈥檚 focus on cost-cutting will continue to shape its operational strategy, especially as the company navigates lower earnings in other areas, like traditional TV and film.
Subscription OTT (sub OTT) is the most time-consuming digital video activity (1:49), but its explosive growth era is ending. Netflix leads in sub OTT by a wide margin. Active social network users will max out their time spent at 1:52 per day. Time spent with social will decline for the first time ever in 2025.
Click here to view our full forecast for subscription OTT video viewers. Netflix鈥檚 ad prices are snapping back to reality. In 2023, during its first full year with advertising, Netflix CPMs declined considerably. At launch in November 2022, Netflix reportedly sought $60 to $65 CPMs鈥攁bout double the industry standard of roughly $30 CPMs. By mid-2023, its prices had dropped.
This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.