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Ads took over streaming this year — and they're just getting started
- Advertising took over the streaming-TV experience this year, and it'll only get bigger next year.
- Interactive ads that try to get viewers to shop or take other actions are gaining traction.
- According to the analytics firm Antenna, most new paying subscribers are choosing ad-supported tiers.
- Amazon turned on ads in Prime Video this year, making advertising de facto for more than 100 million viewers in the US in one fell swoop.
- EMARKETER expects streaming advertising to reach half of linear-TV advertising's size in 2024 and approach parity with it in 2027.
- Disney's ad-supported tier accounted for 37% of its total US subscribers.
- Ads have also begun to directly shape the content streamers offer, as streamers are showing more sports and other live programming because of the big audiences and advertisers they attract.
- Streamers that dipped a toe in the ad space are looking to wade in as the ad load has crept up over the past year.
- According to the measurement firm MediaRadar, there was an average of six minutes of ads per hour in September across eight leading ad-supported streamers.
- Interactive ads could get higher price tags at a time when streaming ad prices have come down.
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