The pursuit of better margins is also driving price hikes, with cutbacks on promotions, confirms a new Antenna report.

While it’s still very early days, launching ad-supported tiers seems to be paying off for both Netflix and Disney+. After a Netflix’s Basic with Ads tier, launched on November 3, grew to more than 1 million monthly active user accounts in the U.S. by the end of its second month, according to a Bloomberg report based on having seen Netflix internal data.  And after initially needing to refund some Basic with Ads advertisers because it missed viewership guarantees due to lack of inventory, Netflix reportedly has been delivering on its viewership promises to advertisers.  Still, it’s not clear whether the …

A new survey shows Peacock and Apple TV+ rank low in subscriber perceptions of how "essential" various premium streamers are, while monthly consumer spend on SVODs has plateaued.

Marketers are learning what incentives and formats appeal to consumers, and how to use data and emerging tech to deliver personalized, interactive experiences.