CTV's share was up 17% versus Q4 2020, and at its highest level since 2019.
The average subscriber will pay for 2.14 SVOD services, according to a forecast by Digital TV Research. Subscription growth peaked last year, with the addition of 201 million subscriptions.
This year, video buyers say they will spend 56% of their total video budgets on digital video (desktop, mobile, CTV), significantly surpassing linear TV's share of 41%.
Professionally produced ads were found to be more effective in driving travel-related actions than UGC in a survey from SSP Magnite.
The good news: Just 3% of those cancelling video services are not replacing one service with another, according to Deloitte's Digital Media Trends survey.
In the first large-scale study of facial expressions used to study emotions, and their relationship to video ad sharing, sadness depressed response, but disgust, along with pleasurable emotions, increased sharing.
Pluto TV and other free, ad-supported streaming services will face greater competition for subs and advertising as fragmentation increases, however.
Among U.S. consumers who report adding streaming services during the pandemic, 77% say they will definitely keep Disney+, while just 7% say they will definitely drop it.
However, such theoretical revenue estimates don't account for the potentially significant financial risks in alienating the subscriber base.
Amid mounting competition and costs, free trials are increasingly being dropped or curtailed by streamers looking to improve stickiness and their bottom lines.