蘑菇AV

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. 

Prime Video needs a hit: Amazon made an aggressive push into the video advertising market early this year when it made ad-supported viewing the default tier for Prime Video. That change gave Prime Video the largest audience for an ad-supported subscription video service in the US, but it will take more than flipping the switch to ensure success.

The increased focus on its ad-supported tier is a concession of sorts for Netflix, which maintained an entirely subscription-based model for years. 鈥淚 think [the move to AVOD] is going to happen kind of slowly,鈥� said Verna. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Netflix reports strong Q2 growth: Subscribers surged to 8.05 million, with ad-supported tier driving revenues and engagement.

Free ad-supported television (FAST) could also help streamers gain traction considering about half (47%) of consumers think they pay too much, per Deloitte. PlutoTV, Roku Channel, and Tubi made up 5.7% of total TV viewing in May, per Nielsen, more than any individual broadcast network.

Until sports rights consolidate or OTT ads standardize, publishers risk targeting the same viewer multiple times with the same ad. More like this:. Global brands look to boost media investment in women鈥檚 sports through a new partnership, The Women鈥檚 Sports Club. ESPN takes a shot at creating a sports streaming hub. Yes, Super Bowl ads are expensive, but compared to what?

The news: Amazon is set to enforce a new developer policy that compels both US and international creators of ad-supported streaming video services on Fire TV to reserve 30% of their in-country advertising impressions for the tech giant.

On connected TV (CTV) and OTT platforms, these include audience size, ad loads, impressions, content quality, inventory scarcity, and pent-up demand. More broadly, CPMs are affected by macroeconomic conditions and the general health of the ad market. YouTube is an outlier among streaming services.

But in the UK, leaders like Amazon, Netflix, and Amazon-owned Freevee make up a significant chunk of viewership across both free, ad-supported TV platforms (FAST) and subscription over-the-top (OTT) video. Tubi managed to excel in the US despite the crowded streaming market through offering free, ad-supported access to content that differentiates it from major competitors.

This would increase time spent with ad-supported content, expanding inventory and potentially easing advertiser pullback. Impact on Digital Ad Spending by Industry. Digital advertising spend will likely shift toward lower-funnel formats among the industries hit hardest by tariffs. This could drive greater emphasis on search, given its direct-response nature and ability to capture high-intent demand.

Live Sports and Ad-Supported Growth Drive CTV Revenues. Streaming platforms are navigating rising costs, shifting consumer habits, and fierce competition. Subscription fatigue is driving more users to ad-supported tiers, as evidenced by Netflix. Most of its new subscribers opted for its cheaper, ad-supported tier. But not all platforms are thriving.

An economic downturn could lead to viewers downgrading their ad-free subscriptions in favor of cheaper, ad-supported viewing options. If so, the increased ad supply would contribute to lower ad prices. Still, growth in ad-supported viewing could encourage marketers to spend more on CTV. Linear TV faces a starker outlook. Ad spending on linear TV will shrink 15.8% in the best-case scenario.

This focus on EMEA should pay dividends: According to some estimates, by 2027, the region will have 22% more ad-supported subscribers than the next-closest region (North America). That鈥檚 important, since that region monetizes significantly better than Latin America or Asia-Pacific. 鈥�.

Netflix rounds out its best quarter with a WWE rights deal: The streamer is still seeing strong subscription and revenue growth thanks to an ad-supported boom.

Amazon will get a growth boost from its OTT video service. Amazon will benefit from a new kind of growth model in 2024, thanks to its ad-supported video-on-demand initiative with Prime Video. By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets.

Viewership continues to shift away from linear TV to OTT sources like Netflix, YouTube, Amazon Prime Video, Roku, AppleTV+, Disney+, and Crave (owned by Bell Media). Many of these services offer ad-supported tiers for less expensive viewing. There will be 22.0 million adult CTV viewers in Canada this year, due to greater penetration of smart TVs. CTV is eating into traditional TV ad spending.

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.

Ad-supported tiers for streaming are increasing the opportunity to reach viewers on platforms like Netflix and Pluto TV. Think beyond the duopoly. Its share and influence are being challenged by a host of other digital publishers across CTV, social media, and retail media. Spreading budgets across established and emerging channels is a balanced approach. Behind the Numbers.

Ad-supported video-on-demand (AVOD), such as The Roku Channel and ad-supported versions of subscription services like Netflix and Disney+. YouTube, which will have nearly 45% of its viewing time on CTVs. Digital live TV services, such as Hulu + Live TV. Mobile remains the king of digital advertising, largely due to its diversity of content.

Tariffs could increase production costs for OTT platforms. But there鈥檚 good news, too: Consumers may shift to lower-cost, ad-supported tiers, increasing inventory and luring otherwise-hesitant ad buyers. Link to reports. Below are the links to the search, social, CTV, and RMN reports. Impact of Tariffs on US Search Ad Spending. Impact of Tariffs on US Social Ad Spending.

In addition to new ad-supported tiers in Netflix, free ad-supported TV options like PlutoTV and CBC Gem have created an expansion of video ad inventory. Brands now have better options than ever before for targeting viewers holistically across linear TV and AVOD. The audio opportunity is developing along the same trajectory as video.