Most apps include advertising, but nearly as many also sell subscriptions -- and many add product placement and sponsorships, as well.
Consumers are quite open to ad-supported streaming services -- even if modest fees are involved -- but they're frustrated by the current state of the advertising experience.
The number using any streaming service is 79%, versus 60% using a traditional pay-TV service. The percentages using three or more top SVODs leapt over the past year, as did the percentage using at least one free streamer.
Five agency power players say that the wealth of streaming/CTV options beyond broadcasters' own digital extensions means that nothing -- including the success of linear/digital packaging pushes -- can be taken for granted in this year's negotiations.