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?
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.
Cord-cutters now make up 38% of CTV households, compared with 22% in 2020, as more people abandon cable and satellite service.
Customer satisfaction with streaming services such as Netflix, HBO Max, Peacock and Apple TV+ is surprisingly lower than expected, a new study says.