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In the ever-evolving landscape of streaming media, niche content has emerged as a dominant force, reshaping the way audiences consume entertainment and presenting lucrative opportunities for content owners and creators. Free Ad-Supported TV – or FAST – offers specialised programming tailored to specific interests and demographics, which are rapidly seeing increased viewership from audiences who want to watch live and on-demand TV without having to pay for a cable package or several streaming services.

How do we unlock the power of the premium streaming audience? Hear firsthand what advertising luminaries Michael Kassan, Jamie Power, Nicole Parlapiano, and Jay Askinasi had to say in Cannes at the most in-demand luncheon of the festival. 🎥👇 Here are the 3 key takeaways: 1️⃣ Premium streaming viewers are highly engaged and span various generations and demographics, all while consuming content across multiple platforms. 2️⃣ We must look at television more holistically in order to maximize reach. 3️⃣ Interoperability is key. Those who make it easy for the buyside to buy are the ones who will win. Listen to the full discussion to stay ahead in the ever changing world of video advertising!💡🌎 https://lnkd.in/gSnuhrPW The Walt Disney Company Disney Advertising Roku Advertising Tubi #streamingviewers #videoadvertising #canneslionsfestival #streaming #TVaudiences

In this week's Video News, we cover viewers' preference for saving money versus avoiding ads, why FAST users are cutting back on subscription streaming, the impact political spending is having on CTV, and a deeper dive into back-to-school spending. https://lnkd.in/eBGau4jf

In recent discussions and articles about the state and future of FAST (Free Ad-Supported Streaming TV) channels, there’s been a clear trend toward understanding audience preferences across diverse demographics and where in the ecosystem the model fits best. For Spanish-speaking audiences (a subsegment of the Hispanic market or audience), FAST channels present a compelling alternative in a market dominated by subscription model streaming services. Studies indicate that this audience often gravitates toward free video platforms and communities, with TikTok, Facebook, and longer formats like YouTube being particularly popular. Without generalizing, this audience segment faces unique barriers to entry when it comes to subscribing to one or multiple paid streaming services, making FAST channels a highly appealing solution. These channels not only provide accessible content but also establish a dedicated niche where Spanish-speaking viewers can find culturally resonant entertainment without the cost commitment. The FAST model’s value proposition aligns well with the needs and consumption habits of this audience, offering a sustainable niche space in the vast OTT ecosystem. https://lnkd.in/g3x9R6Vf

Nielsen data showed that May was Tubi’s most-watched month ever, with an average audience of 1 million viewers, up 46% from a year ago. The streamer edged out Disney+ Hotstar, which averaged 969,000 viewers. Tubi also easily beat NBCUniversal’s Peacock, Warner Bros. Discovery’s HBO Max and Paramount Global’s Paramount+, while also topping free competitors such as the Roku Channel and Pluto TV. YouTube is the only free ad-supported streaming platform with more viewers than Tubi. Third-quarter revenue for Tubi grew 22% year-over-year at a time when the advertising market was sluggish, according to Fox Corporation. “Tubi continues to pull ahead from its (ad-supported video on demand) competition and post faster than expected growth,” analysts at research firm MoffettNathanson LLC said in a report for clients. The San Francisco-based company was founded in 2017 and acquired by Fox in 2020 for $440 million. Tubi currently offers 250,000 TV episodes and movies. Tubi says 63% of its users describe themselves as “cord-nevers” — people who have never subscribed to a pay-TV package — or cord-cutters. About half are what Tubi categorizes as multicultural, covering Black, Latino, Asian and LGBTQ+ audiences. Although Tubi has a wide array of livestreaming channels that deliver shows, live sports and news in real time, 90% of its viewing is on demand, younger viewers’ preferred way to watch. The streamer says the median age of its audience is 39, the youngest in television. The next step for Tubi is to expand its production of original programs and movies, which remain an important draw for consumers when they choose a streaming service. Starting with low-budget 2021 thriller “Twisted House Sitter,” the company has produced 200 titles, mostly genre movies, documentaries and animated series. #tubi #streaming #media #entertainment #tech https://lnkd.in/gX8SB747

With 96% of Spanish-speaking households using streaming services, compared to 88% of all households, there's a clear opportunity to reach this growing audience. Despite this, Hispanic audiences are often underrepresented in advertising budgets, leaving a gap for brands to fill. If you're not reaching this key demographic yet, let's discuss building a strategy to connect with Spanish-speaking viewers through targeted streaming platforms. https://lnkd.in/eQ3MCyGi

LONG-FORM VIDEO PROVES POPULAR, SURVEY SHOWS----- More than 90% of people surveyed by Involved Media for their Fall 2024 Connected Video survey have affirmed streaming long-form video within the past month, the firm revealed this week. Of those, 86% said they’ve watched content from subscription video on-demand (SVOD) platforms over the last 30 days, with Netflix leading all SVOD platforms at 65%. Prime Video took second place among SVODs at 55%, followed by Hulu at 46%. Sixty-nine percent of people surveyed say they’ve watched long-form content supported by ads within the last 30 days, with Prime Video being the biggest platform for ad-supported long-form content, followed by Hulu, then Prime Video. Fifty-four percent of people surveyed said they’ve watched free, ad-supported streaming TV (FAST) channels or shows within 30 days, with most watching on Tubi (27%), The Roku Channel (26%) and Amazon’s Freevee (21%). https://lnkd.in/g5r5TeZX

Netflix has had a strong start to 2024, adding a reported 9.33 million paid subscribers in Q1 of this year...but are things as good as they seem? Some experts have alleged that Netflix's password sharing crackdown is the primary contributor to its subscription growth, and if CTV streaming is really going to prosper financially in the long-term, advertising is the way forward as the medium “runs out of new customers”. “There’s an opportunity like never before to expand on traditional TV reach – delivering precise targeting to wider audiences and allowing brands to establish meaningful connections that resonate with their target audiences for more impactful results.” Read the full analysis piece via the link in the comments. With insights from: Guy Meyers Recurly James Reeve UIC Digital Edmund Mullins StackAdapt #CTV #streaming #Netflix #Disney+ #entertainment #performancemarketing #growthchannels

YouTube is Winning the TV Streaming War! According to Nielsen's latest TV and streaming snapshot, YouTube claims 9.7% of total TV time, second only to Netflix (7.6%) among streaming platforms. What's driving YouTube's success? Its vast library of user-generated content, familiarity to viewers, and free ad-supported model likely play key roles. As the lines between traditional TV and online video continue to blur, YouTube is well-positioned to capture an even larger slice of viewing time. How brands can capitalize on YouTube's dominance: ● Diversify Content: Mix short and long-form videos to engage different viewer attention spans. ● Leverage Ads: Use YouTube's targeting to reach specific demographics. ● Collaborate with Creators: Partner with influencers to tap into established audiences. ● Invest in Shorts: Experiment with short-form videos to capture quick attention. ● YouTube TV Ads: Explore traditional ad placements in YouTube TV. ● Data-Driven Strategy: Use YouTube Analytics to refine content based on viewer behavior. Who do you think will win the streaming war?

The convergence of streaming and linear TV has reached a tipping point, making it essential to view all players as "convergent TV companies." This shift highlights the importance of unified media strategies that leverage technology and engaging live content to reach diverse audiences. Advertisers must focus on creating contextually relevant and engaging content across ALL SCREENS as the landscape evolves. #CTV #MediaStrategy #Advertising