39% of Former Netflix Password Sharers Plan To Opt for the Ad-Supported Tier
by Frankie Karrer
2 Min Read
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2 Min Read
Over the last few years, conversations about the growth of streaming have focused mainly on subscription video on demand (SVOD). That is in part due to the number of streamers who watch content via subscription services—more than 90% at least monthly in 2022. But the last few months have revealed a dramatic shift in the streaming industry, due to the large number of SVOD services that now include ad-supported content within their CTV platforms.
This move will translate into streaming viewer behavior by as soon as next year. According to eMarketer, more than half of all US internet users (50.7%) will be watching AVOD content via AVOD services by 2023—rising to 55.8% by 2026. And when it comes to the entire US population, of which 41.8% watched content from at least one ad-supported streaming service monthly in 2022, eMarketer projects that AVOD will be used by 50.5% of all Americans by 2026. This growth in AVOD users will largely be driven by the newer ad-supported streaming entrants, such as Netflix and Disney+, which are now offering a hybrid model to their subscribers.
Disney Plus Launches Ad-Supported Tier Sans Roku Support
On Thursday, The Walt Disney company launched its much-anticipated ad-supported iteration of Disney Plus with more than 100 advertising partners offering support.
Forecasting the Future of Creative in the Next Wave of Ad-Supported Streaming
Recently, Netflix announced the technical specifications video ads must conform to in order to run on their platform. This has given us a glimpse at how ad creative may change (and stay the same) in the new year.
Disney+/Netflix To Add $1.2B To CTV Ad Spending Next Year, Linear Poised To Fall Below 50%
If there was any doubt that the TV advertising marketplace is poised to shift to one dominated by Connected TV, the major agency forecasters laid it to rest this week.
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