Although streaming trends are growing versus pay TV, there is more overall evidence that streaming is a maturing market as its penetration of U.S. households inched down 82% in Q3 from 83% in Q2,
according to a new HarrisX/MoffettNathanson Research analysis.
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.
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.
Discovery+ is perceived as having high ad loads, but they were deemed "reasonable" due to their relevance, a new survey finds.
Subscribers to video apps may be more likely to cancel service after bingeing on content as prices rise.