The bundling of Disney+ and Hulu is seen as a way to increase the potential audience for advertisers.
Nearly a third of advertisers say they'll allocate more than 20% of their upfronts budgets to streaming platforms.
The pursuit of better margins is also driving price hikes, with cutbacks on promotions, confirms a new Antenna report.
Peacock led all streamers in monetizing per hour of streaming viewing, in terms of ad and subscription revenue, according to MoffettNathanson Research. But Peacock and other streamers are still far
behind when it comes to monetizing viewing from their linear TV viewing.
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.
Do Kantar's survey results suggest what kind of switching rates Disney+ and Netflix might see in the U.S., as they intro their ad-supported video-on-demand offerings?
Instagram, TikTok and Spotify all joined the top 100 "most connected" U.S. brands this year, according to an annual study released by Opinium this morning.
TV content consumers seek not only ease of operations, but perhaps just a single TV source/access point. Can streamers really be everything to everyone? Probably not.
SMI says Netflix has a clear opportunity to hit this "sweet spot" of $25-$45 CPM, which few CTV/digital media sellers have attained. Hulu is just below this mark at $24 CPM, while at the high end is
HBO Max at more than $50. YouTube is at the low end with $16, but is the current leader in median monthly impressions with around 1.7 million.
Netflix has few challengers in streaming minutes of viewing, but there is a growing list of second-tier and third-tier competitors, according to MoffettNathanson Research's analysis of Q2 2022 Nielsen
Disney's Hulu can be picky about what political ads it wants -- or not wanting them at all. TV stations are a different situation.
The latest Hub video monetization study also finds viewers' estimates of their total TV spending and what they think is a "reasonable" amount to spend on TV are both declining, and just 20% say
they're willing to pay to share accounts.
Virtual pay TV subscribers grew 17% in Q1 to 14.9 million, while total pay TV business sank 5.1% YOY to 81.05 million, MoffettNathanson Research found. Total traditional subscribers (sans virtual)
-- cable, satellite, and telco -- amount to 66.2 million, down 9% from a year ago -- a loss of 1.9 million subscribers.
Cord-cutters now make up 38% of CTV households, compared with 22% in 2020, as more people abandon cable and satellite service.
"We expect Disney+ to monetize U.S. advertising at a faster pace than Netflix, especially given the existing bundled sales approach that Disney is utilizing in their current upfront discussions,' says
MoffettNathanson senior research analyst Michael Nathanson.
The proportion of subscribers of three years' duration or longer who are cancelling is rising.
Total Q1 national TV linear advertising was up 4.7% to $9.1 billion, but without the Olympics, national TV had a 2.6% drop, while total national TV viewing sank 5% to 2.89 billion minutes, a
MoffettNathanson report finds. In better news, AVOD services were up 63% to $1.9 billion in ad revenue.
A large library of content is the No. 1 reason that viewers will hold on to a streaming service subscription instead of canceling it.
The remaining ad dollars have gone to digital platforms including YouTube and social media. MoffettNathanson estimates $13 billion was "lost" in TV ad budgets in 2021, and that the total will hit $37
billion in 2025. These results are calculated on TV maintaining its share of nominal U.S. gross domestic product, which it says is 0.38%.
Netflix has maintained its spot as the most popular video streaming service in the past couple of years.
Subscribers to video apps may be more likely to cancel service after bingeing on content as prices rise.
Total "churn" was 6% in the second quarter of this year, down from 8%, according to Kantar Entertainment on Demand.
But when it comes to music, 45% of consumers overall -- and 67% of Millennials -- say they would rather pay than have ads on their streaming service.
The largest and most established streamers' share of new U.S. SVOD subscriptions was down to 7.4% in Q4, while Amazon Prime Video and newbie HBO Max had 18.2% and 19.2% shares, respectively.
Total CTV advertising will soar 27% to $8.11 billion in 2020, according to eMarketer, up from $6.38 billion a year ago. YouTube will be the biggest individual platform at a gross total of $2.9
billion. But after content providers take their cut of ad revenue, the platform will net $1.5 billion -- up 32% from $1.14 billion a year ago.
While the vast majority of advertisers have policies "requiring" or "requesting" media to use pre-approved measurements as the basis of their ad buys, many turn a blind eye when dealing with big
digital media suppliers, especially Google and Facebook. While that's not necessarily a shocking finding, the research being released today by Advertiser Perceptions comes at a time when regulatory
scrutiny is piquing for big digital media platforms, including some antitrust reviews for at least one of them: Google.
From July-September, Peacock took 17.2% of new premium streaming subscribers with Amazon Prime Video at 16%, according to Kantar, followed by HBO Max at an 11.3% share.
Disney+ U.S. subscribers are estimated to grow to 52.8 million in 2024 from MoffettNathanson's projection of 35 million by the end of the year. In addition, it expects profitability of $260 million
for Disney+ in 2024.
In comparison, in 2018, 69% reported subscribing to Netflix, Amazon Prime or Hulu, reports Leichtman Research Group. And 40% of U.S. adults now stream an SVOD daily.
Diisney+ and Hulu will drive Disney D2C revenue of $11.2 billion this year, estimates Macquarie Research -- far exceeding streaming's contribution to total revenues for other big entertainment
players--except Lions Gate.