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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.

Why it matters: Streaming subscriptions are quickly becoming a must-have for delivery memberships as they try to attract customers and differentiate themselves from competitors: Instacart has Peacock, Walmart has Paramount+, and Amazon, of course, has its own Prime Video service.

We have projected Max and Peacock for the first time, and they are both on an upward trajectory. Warner Bros. Discovery鈥檚 Max (formerly HBO Max) and Comcast鈥檚 Peacock are younger than the four platforms that lead them in the chart above. However, both are set for healthy time spent growth among the population this year.

Peacock had eight of its 10 highest streaming days during the Olympics. NBC's primetime coverage drew an impressive 4.1 million daily viewers. NBCU鈥檚 planning clearly contributed to this triumph:. The company seamlessly integrated streaming and traditional broadcasts. NBCU updated its viewership data presentation to better reflect modern consumption habits.

Peacock proves timing (with content) is everything. For new Peacock subscribers, prices went up on July 18, prior to the Summer Olympics, while existing subscribers received a month鈥檚 notice to stream the games at the lower price.

While other services鈥攊ncluding Netflix, Hulu, and Peacock鈥攊ncreased the amount of content on their platforms, the movie cutbacks by Paramount+ and Max are symptoms of streaming services becoming more judicious in how they fund content. Cancellation rates reflect programming strategies.

According to our forecasts, NBCUniversal鈥檚 Peacock will have more than 60 million ad-supported viewers in the US in 2024, while The Roku Channel viewers will exceed 70 million. Amazon Prime Video will have more than 163 million US viewers in 2024. Last month, these viewers began seeing ads鈥攗nless they agreed to pay an additional $2.99 per month.

Tuesday regionalized games will also be telecast, and Peacock will stream Monday games and the NBA All-Star game, broadening NBC鈥檚 sports portfolio. Prime Video emerges as a significant player, set to stream the NBA Cup, the play-in tournament, and Thursday and Friday night games.

You've got small players like Pluto TV, they're smaller than Peacock or Max or Roku Channel or Tubi or whatever, but they're bigger than someone like a Shudder. So I mean, what would you say the definition is there? Ross Benes:. Well, I don't think niche applies to the audience size necessarily. Pluto TV has sports and crime and drama and comedy.

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.

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.

However, Peacock is struggling: The company posted strong revenues but lost 500,000 subscribers in Q2. Our take: Netflix, NBCU, YouTube, and Disney have more or less secured their places as the dominant media distributors, but shakeups in the coming months could affect which of those titans remains on top.

So you go to Peacock at some point in the future and you'll have a section of it that's just showing NBC and MSNBC. Or well, I guess that's not a good example because Comcast is trying to spin off all their channels, but a lot of these streaming services will have-. Oscar Orozco:. I see what you mean. Ethan Cramer-Flood:. Channels available.

We have long tracked the likes of Netflix, Amazon Prime Video, Hulu, and Disney+, but we now believe that midsize, later entries like Max, Peacock, Apple TV+, and Paramount+ are taking more time per day than we previously estimated. We hope to break out these other sub OTT services soon. TV鈥檚 share of total video time keeps falling, but more slowly than before.

NBC will broadcast games on Tuesdays and stream additional content on Peacock, while Amazon will feature games on Thursdays and weekends. ESPN retains a significant portion of the coverage, including exclusive rights to the NBA Finals. Why it matters: Live sporting events, including NBA games, are one of the few remaining forms of appointment viewing, attracting significant ad spend.

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.

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.

In addition, Max, Peacock, and Paramount+ have doubled down on sports rights, while ESPN is pivoting from a cable network to a D2C streaming service. All this is driving a surge in CTV ad spending, especially since live sports content commands loyal viewership and high ad rates. What does this mean for marketers, media companies, and distributors? The TV ship has sailed.