In comparison, Netflix's new ad-supported option accounted for 19% of its new sign-ups by its third month in the marketplace.
Streaming-device maker Roku expanded its share of voice for CTV ad sales to 50% in the second half of 2022.
Most viewers are looking for a more traditional "lean-back" viewing experience when they watch streamed programming.
Brand power measures how well a brand has built consumer interest in installing an app.
Surveys were conducted for Samsung Ads in the UK, Germany, Austria and India.
Although U.S. consumers' consumption of most media has declined in the last three months, consumption of free streaming services was stable to slightly higher, according to Attest surveys.
Full-year 2023 is projected to see ad-revenue results for major TV-based companies similar to 2022. Total domestic D2C streaming/virtual ad platforms are projected to rise 6.1% in Q4, while digital
media ad results are virtually on par with TV -- anticipating just 0.8% growth. MoffettNathanson says in a report released Thursday: "It's the lowest level of growth we've seen since the
Covid-impacted quarter of 2Q 2022."
Three-quarters of the subscriber adds initially drawn by the with-ads tier were "new" sign-ups rather than plan switchers, and two-thirds of those were returning subscribers, finds Ampere analysis.
Younger Gen-Zers tend to spend more time with user-generated content, but that proclivity diminishes as they age.
Economic pressures on advertising revenue are expected to force media companies to limit spending growth for programming.
Viewers of live television are more likely than streaming audiences to express dissatisfaction with the ad load.
Relatively small percentages plan to subscribe using the new Disney+ and Netflix ad-supported tiers, finds Hub Entertainment survey.
While AVOD platforms are projected to rise 27% to $9.6 billion this year, digital TV-video has been impacted by a drastically weaker scatter TV market. MoffettNathanson is lowering overall TV
estimates for next year down 3.3% to $80.5 billion, and estimates national broadcast networks will be down 8% to $13.3 billion, with national TV cable networks 5% lower, local TV stations down 8%,
local cable dropping 15% and syndication slipping 5%.
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?
Subscriber retention is a major advantage of offering both ad-supported and subscription-driven tiers, according to Samsung ACR data and a survey.
Magna projects a 4% decline in national TV network ad revenue to $38.7 billion for this year. AVOD, OTT and streaming platforms are forecast to see growth of 18.4% this year and 31.6% in 2023. Magna
estimates all TV ad revenue globally will be down 3.6% next year. For this year, worldwide TV is expected to grow 1.7% to $172 billion.
Ad-supported video accounts for two of those hours, according to Parks Associates surveys.
Ad-supported and ad-free subscription services are "overwhelmingly similar in distribution in terms of age, ethnicity, gender and income," according to Antenna, a subscription data and analytics
company.
Even when it comes to household income, U.S subscribers to ad-supported tiers are surprisingly similar to ad-free premium services subscribers, shows transactional data from Antenna.
Strong double-digit percentage growth on U.S.-based AVOD services will slow dramatically by the end of this year -- at a 9% rate, says MoffettNathanson Research. The business is estimated to grow to
$18.1 billion by 2025. "This includes $3 billion combined ad revenue from Netflix and Disney+," says Robert Fishman, media analyst, MoffettNathanson Research.
Reduced-price AVOD subs are most likely to attract uptake going forward, finds NRG survey.
Magna points to "robust growth" of 19% in keyword formats including search and retail media during first-half 2022, and forecasts retail media advertising will increase from $31 billion this year to
$42 billion in 2023. Out-of-home, another strong area, has seen 30% growth.
Follow-up study supports 40% CTV investment "rule"; Samsung smart-TV viewers watching more AVOD than SVOD for first time
Growth for this year's traditional TV and AVOD ad revenue is projected to be up just 4.3% to $84.2 billion, according to MoffettNathanson Research -- down from an early estimate of 6.5%.
Nearly two-thirds of these families report no access to linear.
Seeing more ads on a streamer doesn't necessarily translate to viewer dissatisfaction, finds latest Hub Entertainment Research study.
A limited-sample survey's finding could actually be a positive indicator for Netflix.
As more households sign up for streaming video, cable TV continues to lose subscribers.
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.
The most common reason to cancel any kind of subscription is an increase in price -- indicating that inflation is having an effect on spending power.