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Time spent with connected TV (CTV) by US adults will be within 1 hour of linear next year, at 2 hours and 3 minutes (2:03) and 2:48 per day, respectively, according to our June forecast. CTV usage is outpacing ad spend on most platforms, but spend is growing rapidly as Netflix, Disney+, Max, and Amazon Prime Video push more viewers toward ad-supported tiers. As the CTV ad floodgates open, advertisers need to make sure they’re maximizing ad value by thinking of CTV differently, experts suggested at last week’s Advertising Week New York.

In 2023, an estimated one-quarter of US premium subscription video-on-demand (SVOD) customers are on ad-supported plans, according to Antenna. That percentage could easily rise to one-third within a year.

Is that 200,000,000 in the US or just worldwide? Paul Verna (05:28):. Worldwide. Daniel Konstantinovic (05:32):. Worldwide, I believe. Paul Verna (05:33):. In total. Marcus Johnson (05:33):. Okay, okay. And so how many streaming services are at that level at this point? Netflix, Prime. Daniel Konstantinovic (05:42):. Netflix, Prime, I believe Disney, Hulu. Paul Verna (05:46):.

Netflix phases out Basic plan amid ad-supported regrets: The company’s approach to lifting ad-tier subs puts it far behind Amazon.

I'm afrAId of Netflix having a personalized experience for me if I went into a store because I watched the serial killer documentaries and I am terrified of what that in-person experience would be. Sara Lebow (25:36):. Tape. All right, so we're rejecting Netflix. Sorry to Jeremy.

Netflix with ads is trailing streaming rivals: The service is struggling to compete with recent entrant Amazon and has lowered CPMs.

±·±ð³Ù´Ú±ô¾±³æ’s US ad revenues per ad-supported viewer will fall from $70.44 this year to $59.67 by 2026, according to our forecast.

Driving there was that fear, but that was before Max, formerly HBO Disney plus Netflix all got into advertising and then all these streaming services, including those and others have paid a lot of money to have live sports.

It’s not completely clear how many Netflix viewers receive ads. In July, The Information reported that Netflix signed up 1.5 million US subscribers to its ad tier. In August, Adweek reported ±·±ð³Ù´Ú±ô¾±³æ’s ad tier had over 10 million global users. Adweek’s figure was much larger because it was global and based on users, not subscribers.

How streaming services are adapting to Amazon’s shakeup: The launch of ads on Prime Video in January has forced Netflix and others to lower CPMs to compete.