Navigating the Growing Connected TV Advertising Landscape
by Jaci Schreckengost
3 Min Read
Your destination for the latest CTV stats, trends, and insights.
2 Min Read
According to a recent survey from Deloitte, subscription growth for subscription-based video-on-demand (SVOD) has slowed. 44% of consumers believe they’re paying too much for SVOD services, and 24% intend to reduce their subscription count in the future. This shift is in part due to rising financial pressures, with nearly half of consumers saying they’ve made a change to their entertainment subscriptions because of current economic conditions. Millennials are particularly affected by subscription fatigue and cost-sensitivity, and although they spend the most on paid streaming video services, they also churn through SVOD services at the highest rates.
Many consumers are instead either opting for cheaper ad-supported tiers from their favorite platforms or turning to free ad-supported streaming services (FASTs). Roughly 60% of households are now using FASTs, and about four in 10 say they are watching more ad-supported streaming video than they did a year ago. Ultimately, having cheaper, ad-supported options will be key for streaming media providers who want to hold onto these cost-conscious consumers.
Audience Measurement Is The Biggest Question In This Year’s TV/Video Upfronts
Marketers are widely expected to be allocating a greater share of their ad budget toward Connected TV at the upcoming upfronts—making cross-platform audience measurement far more important than in previous years.
Breaking Through the (C)TV Creative Barrier Has Never Been More Affordable
What’s one of the biggest pieces of news that we know about for the 2023 upfronts and NewFronts? It’s the first year Netflix has thrown their proverbial hat into the ring.
3 Developments Shaping How Marketers Should Look at TV
The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.
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