Get To Know Connected TV’s Built-In Brand Safety
by Jaci Schreckengost
4 Min Read
Your destination for the latest CTV stats, trends, and insights.
2 Min Read
It looks like streamers are still searching for ways to cut costs on their platform fees by increasingly opting for ad-supported content. New data from Nielson’s annual State of Play video report found that ad-supported video-on-demand (AVOD) now accounts for 25% of total streaming time. And while subscription-based video-on-demand (SVOD) still dominates, at 53% of total streaming minutes during the second half of 2021, AVODs are attracting more diverse audiences than both traditional linear TV and SVODs.
Also important to note is that some SVOD platforms also include ad-supported content. Antenna’s new “Year in Streaming” report found that ad-supported tiers accounted for 32% of total premium SVOD sign-ups last year—versus just 19% of ad-supported tier subscribers in 2020. This report took a look at the top 10 premium SVOD services, and found five of them offered ad-supported tiers (Discovery+, HBO Max, Hulu, Paramount+ and Peacock). Consumer signups for those tiers across these platforms totaled 42.2 million. Ultimately, it looks like streaming viewers and CTV platforms alike are looking towards a future that includes lower-price, ad-supported content.
The CTV Audience That Pharma Brands Are Missing
Pharma brands shifting their spend to Connected TV need to be able to make confident, cost-effective decisions that maximize their audience impact. That makes audience quality a nonnegotiable priority.
Myth Buster: Connected TV Advertising’s Major Misperceptions
For as much as connected TV advertising has matured in the past few years, the emerging medium maintains a mystique that has given rise to myths that must be dispelled. Here is a sample of some major myths regarding CTV advertising.
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