蘑菇AV

Ad-supported streaming isn鈥檛 a turn-off for consumers, which is good news for streaming services struggling to attract subscribers. Half of Netflix鈥檚 new subscriptions came from its ad-supported tier, propelling it past 70 million ad-supported users. AVOD options also continue to make gains, giving firms like Roku a leg up. For advertisers, streaming saturation means cheap access to consumers.

Paramount鈥檚 streaming growth offsets legacy TV decline: Streaming revenues surge, but ad revenue from linear TV continued to decline, highlighting the company鈥檚 shifting priorities.

Our take: With global streaming growth slowing significantly鈥攎ore than 25% of the world population will pay for over-the-top video this year鈥攎arkets with significant ground to be captured are hotly contested. With a glut of subscription offerings in the market, acquiring the free MX Player service will give Amazon a significant leg up.

Ad-supported viewing is the default for free services like Tubi and Pluto TV. And most Prime Video, Hulu, Peacock, and Paramount+ viewers choose ad plans. But fewer than one-fourth of Netflix viewers are ad supported, and most Max and Disney+ viewers are ad-free, too. Taken together, viewing patterns don鈥檛 always translate to advertising patterns.

CNN launches $3.99 paywall: It鈥檚 a bid to grow digital dollars as cable viewership and revenues decline.

Prime Video mulls ads, but football paints a worrying sign: The streaming service is planning an ad-supported tier despite its video ad growing pains.

As ad-supported TV and streaming services become more popular, ad variations are becoming more crucial. Through small, tactical tweaks, a holistic campaign approach, and experimentation with shoppable formats, it doesn鈥檛 have to be a costly or daunting endeavor.

That increase is being driven by consumers watching more subscription over-the-top (sub OTT) services such as Amazon Prime and Netflix, more ad-supported video-on-demand (AVOD) services like Hulu and Tubi, and more YouTube. CTV time spent accounts for 84% of time spent with 鈥渙ther connected devices.鈥� This forecast features eMarketer鈥檚 first estimate of US adults鈥� time spent with CTV from 2019 to 2024.

All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

Meteoric rise: Amazon鈥檚 introduction of ads to Prime Video gave it a near-instant US ad-supported audience of 130.4 million (approximately 80% of Prime Video viewers), according to our February forecast. That figure dwarfs the ad-supported audience on streaming leaders Netflix and Disney, giving Amazon a major leg up in securing advertising commitments.

Disney+ begins its password-sharing crackdown: The change will give a lengthy boost to ad-supported subscribers, heating up the streaming race.

The Hollywood strikes are revealing the full power of creators. They鈥檙e accelerating the diversification of platforms and revenue streams, and they will lead to more TV-like content and creator-owned media. Here鈥檚 how marketers, social platforms, and media companies should respond.

Ad-supported subscription tiers and free ad-supported TV (FAST) on the internet have expanded. More pressure to prove ROI. The fiercer competition between pay TV and ad-supported digital video (e.g., FAST) requires tangible results for various audiences. Pay TV鈥檚 enduring reach.

The region鈥檚 sub OTT market is primed for growth. With 6.6% growth, it will be home to the second-fastest-growing base of sub OTT video viewers in the world this year, behind the Middle East and Africa, per our forecast. Sub OTT viewership will pass the 200 million mark in 2025, fueled by net viewer gains in Brazil and Mexico, Latin America鈥檚 two biggest markets.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

It鈥檚 the No. 1 way to access long-form content via over-the-top (OTT) services, according to Roku and Fuse Insights鈥� 鈥淰ideo-on-Demand Evolution 2024鈥� report. These OTT options include subscription video-on-demand and ad-supported video-on-demand. CTV formats, which include smart TVs and streaming sticks, are well above other access devices for streaming viewership in Canada.

The 鈥淭ikTok generation鈥� transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.

As more streaming platforms adopt ad-supported models, once ad-free content now faces more disruptive breaks. Freewheel recommends carefully managing ads insertion into content to reduce disruptions and improve viewer satisfaction. Poorly timed breaks not only annoy viewers but also lower ad recall and diminish results of the same advertising spend.

Connected TV (CTV) is revolutionizing television advertising by combining engaging content with targeted, data-driven strategies. With 75% of the US population watching OTT video, according to 蘑菇AV, advertisers have a golden opportunity to reach their ideal audiences.