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UK broadcasters hail rare win over Netflix in battle for streaming ads
- UK broadcasters are seeing a rare win over Netflix in the battle for streaming ads, with US streamers like Netflix and Disney facing pressure on UK TV broadcasters as they gain subscribers.
- Netflix's move towards including advertising helped boost subscription growth, with 55% opting for the ad-supported package leading to significant customer additions.
- Disney+ and Amazon also followed suit by introducing ad-supported tiers, but research shows that viewers with ads watch less content compared to those with ad-free subscriptions.
- Streaming households with ads subscriptions watch an average of 22-44 minutes less content per day compared to those with ad-free subscriptions.
- Netflix and Amazon have around 17.6 million and 12 million UK subscribers respectively, with a portion opting for ad-supported plans.
- UK broadcasters see the light viewership trend among ad-supported households as an opportunity to compete against US giants in the streaming ad market.
- While US streamers initially struggled with their ad pricing and targeting compared to traditional broadcasters, Netflix is focusing on improving ad targeting for brands.
- Netflix saw a historic win with 'Adolescence' topping UK's weekly audience charts, showcasing the platform's dominance, with users favoring the competitive pricing and content offering.
- Overall, the global streamers' ad tier strategies have reignited the streaming market, increasing attractiveness for advertisers, and making users less likely to cancel subscriptions.
- UK broadcasters remain cautious despite the current advantage, as the competition for viewer's attention and ad revenue continues to intensify in the rapidly evolving streaming landscape.
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