James Fairclough’s Post

I recently published an article outlining how revenue's from streaming services (including advertising revenue from the likes of Netflix's Standard with Ads plan) will overtake that of pay TV in the US this year for the first time. Link below to read the insight! #streaming #advertising #netflix #paytv #media #film #tv https://lnkd.in/etfQcX_x

As advertisers look to evaluate ad-supported streaming - here’s one thing we’re seeing that will improve your return on ad spend:. When streamers such as Netflix and Crave launched their ad supported lower pricing tier, their customers had to opt into this lower tier. This means that a lower percentage of users opted into these plans, with 24.8% of Netflix subscribers currently on this tier. Amazon Prime instead used the power of defaults - where the default Prime Video tier is ad supported and users have to upgrade their plan As a result, around 85% of their subscriber base is currently on the ad-supported tier for Prime Video! We see increased ROAS when advertising on Amazon Prime as a result of this larger audience pool - but we believe this will be a temporary advantage as Netflix continues to drive users into their ad supported tier.

The 2024 TV upfronts highlighted a major shift in the #streaming landscape, with ad-supported models taking center stage. With Netflix, Disney+, and Amazon leading the charge, about half of new sign-ups are for ad-supported plans. This increased ad-spend on digital video alongside investment in live sports, signifies a transformative period for streaming, marked by increased competition and innovative monetization and content delivery approaches. Read more from Lucas Manfredi and Kayla Cobb in TheWrap https://lnkd.in/eu4dmxZE

I was watching Bullet Train on Netflix and some ads appeared in a huge moment while I was watching and I was extremely annoyed. This got me thinking though.... Is there a hidden cost of streaming ads and are brands actually turning viewers away? As streaming services evolve, many have introduced ad-supported tiers to offer lower subscription costs. While this seems like a win-win, it's essential to consider the viewer's experience. Unlike traditional TV, people choose streaming platforms to avoid interruptions. Introducing commercials into this space may not only disrupt the viewing experience but also cause negative reactions toward the brands advertised. Forced ads during movie or TV streaming can lead to annoyance and ad fatigue, potentially harming brand perception. (Imagine getting an ad right when the game winning shot is hit in Like Mike!) As marketers, it's important to take this into account. Maybe focusing on more seamless, less intrusive forms of advertising—like product placements or sponsored content—could be more effective in this context. It's crucial to align advertising methods with consumer expectations to maintain positive engagement. What are your thoughts on balancing advertising and user experience in streaming platforms?

Canal+ has increased its stake in Viu, the Asian streaming hub, to 30% as part of a $300m staged investment plan. The French company's initial deal with Viu, struck last year, provided it with a 26% stake in the company. Canal+ can ultimately acquire a majority (51%) stake in Viu as part of the latest deal. Read more about this deal on Digital TV Europe. #Canal+ #Viu #streaminghub #investmentplan

What’s the state of free ad-supported television (FAST)? Our Head of Strategy and Marketing, Lance Wolder, recently shared his thoughts with The Current about how FAST platforms have become go-to destinations for passionate niche audiences, and how unique ad experiences can help bridge the gap to solve its current perception challenge. Read the full article here: https://lnkd.in/e34Qtk2f

As the #streaming industry consolidates at the lower end, Netflix states: "Looking to the future, we believe our biggest opportunity is winning a larger share of the 80%+ of TV time (primarily linear and streaming) that neither #Netflix nor #YouTube has today." Wonder what #disney #amazon and #WBD will have to say about that! https://lnkd.in/dzjBVVn3

The free ad-support streaming television (FAST) space has been on the rise. Nielsen said in a recent report that Tubi and The Roku Channel saw "significant year-over-year growth" in TV usage in the U.S., with the former up 43% and the latter up 36% from May 2023. But while FAST has quickly found footing over the last year, experts we spoke with expect big changes in the year to come. #streaming #advertising #livesports

FAST platforms offer a free streaming experience, gaining popularity with the rise of ad-supported plans on subscription-based platforms like Netflix and Disney+. Users can access content without a subscription, contrasting the reduced-cost ad-supported plans on other services. #Streaming #Entertainment #FASTPlatforms

The growth of Free Ad-Supported Streaming Television (FAST) shows a big shift in what viewers want. With platforms like Amazon Prime Video adding ads, people are more open to watching ads for free content. Experts believe we’ll see a mix of ad-supported and premium, ad-free options in the future. To keep viewers engaged, it’s important to deliver ads thoughtfully and maintain high-quality content. As streaming evolves, being clear about ad value and making ads relevant will be key to keeping viewer trust and improving their experience.