39% of Former Netflix Password Sharers Plan To Opt for the Ad-Supported Tier
2 Min Read Netflix just announced that they will begin enforcing their long-awaited crackdown on password sharing, and subscribers are split on how they plan to react—particularly by generation. According to a recent survey from Samba TV, around 52% of Gen Z and 51% of Millennials say they will cancel their Netflix accounts if they were no longer able to share passwords with individuals outside their households—percentages approximately double those of Gen X and Baby Boomers. However, around 64% of those who are currently sharing passwords with other subscribers say they will indeed be getting their own Netflix accounts. And among those with plans to subscribe, 39% plan to sign up for the cheaper ad-supported tier, while 25% prefer the ad-free option. Samba TV CEO Ashwin Navin says that the streaming giant may be an attempt to push new subscribers to its ad-supported tier: “[Our data] shows the crackdown on password sharing has the potential to hasten the growth of Netflix’s ad-supported tier as sharers are gently forced to migrate to their own accounts.” Connected TV in the News Netflix Moves Carefully To Keep ‘Freebie’ Subscribers – A Better View From The Top?MediaPostPerhaps now we will finally get a clue as to how popular Netflix is among people who seemingly have not been paying anything for the service—that is, using someone else’s login and password. 5 Ways to Win Gen Z’s Hearts with CTV Ad CreativeMNTN ResearchYounger audiences may be attached to their mobile devices, but they’re still inclined to consume legacy media, from shows to movies, on their TV screens. In fact, the number of Gen Z CTV users has been increasing year-over-year since 2020. Hot Takes: How Will AI Affect The Television Industry?TVREVIt’s been quite a wild few months in the world of generative AI. Having become familiar with the technology and what it can do, people are speculating on all of the ways it’ll reshape different industries. The television industry is no different. Get the Latest Connected TV News, Right to Your Inbox Want to get our Connected TV report sent directly your way? Just enter your email below and you’ll never be out of the CTV loop again. Sign Up for the Connected TV ReportSubscribe to the report Apple, Amazon, NBC and more use to get their CTV news.
CTV Households Will More Than Double Linear Households by 2024
2 Min Read Connected TV currently has a greater share of households than linear did at its peak, according to a new report from eMarketer. And next year, the number of households with CTV will reach 115.1 million—bringing CTV households to more than double the number of traditional pay TV households. This shift is no doubt thanks to the subscription streaming service boom, which has brought more shows, movies, and even live sports than ever to CTV platforms. Ultimately, the research suggests that, for many consumers looking to watch TV content, linear is no longer a viable option. The report also found that the devices viewers use to watch streaming content have changed over the years. 64% of broadband households now have a smart TV in their living room, and adult SVOD viewers spend half of their streaming TV time watching apps on smart TVs (an increase from 31% in 2015). Age also plays a role in how SVOD users partition their TV streaming, with only 39% of viewers aged 18-24 using smart TVs, compared to 53% of people aged 45 and above. Connected TV in the News Live TV Sports: Everyone Wants a Piece of the Action – No Matter How SmallMediaPostHow desperate are TV media companies to pick up what were once considered fringe sporting events? Perhaps we should factor in the stuff that stirs even the most timid: It’s live TV programming. Too Many Cooks: How Consumers Deal With Streaming FragmentationMNTN ResearchThe past few years have seen the rise of many new streaming platforms, with every network and their mother joining the race to capture streaming audiences. Unfortunately, that’s left streaming viewers feeling a bit overwhelmed by the sheer number of options available. Connected TV Ad Spending Leads the Way in GrowtheMarketerDespite all the forecasts that trouble in the economy would spell bad news for digital ad targeting and measurement, marketers are still getting tremendous value out of their CTV ad investments. Get the Latest Connected TV News, Right to Your Inbox Want to get our Connected TV report sent directly your way? Just enter your email below and you’ll never be out of the CTV loop again. Sign Up for the Connected TV ReportSubscribe to the report Apple, Amazon, NBC and more use to get their CTV news.
Supercharge Your Omnichannel Marketing Mix With CTV
3 Min Read Today’s consumers have more interconnected devices than ever—and they’re using them all throughout the day. Even this blog piece could be viewed on multiple platforms, including a laptop, tablet, or phone. With so many screens rivaling for attention, it can be hard for advertisers to tell a captivating multichannel story—and track campaign performance. Richard Girges, VP of Engineering at MNTN, recently spoke to Adweek to share key strategies brands can use to enhance their CTV campaigns for a multi-channel world. You can watch a full recording of “More the Merrier: Put CTV at the Center of Your Multichannel Mix” here—or you can keep reading for a high-level recap of what was discussed. The United States of Devices Girges started the conversation by noting that we’re a nation of devices. “The average person [in America] has 22 connected devices in their home,” he said. “And these devices? We’re using them in tandem; some of them we’re using at the same time so they’re competing for attention.” Girges pointed out how frequently people watch TV while browsing on their phones—admitting that he’s guilty of it, too. “But the device that’s capturing the most attention is unequivocally the Connected TV, along with its streaming services.” Girges pointed out that CTV is dominating consumer attention, and replacing how we watch entertainment. Between the rise of advertising on channels like Netflix and Disney+, to CTV making history by overtaking linear TV in viewership, today there are more viewers watching must-see content in an ad-friendly environment. “And that’s transforming the TV into a performance marketing machine,” said Girges. Mix Master Advertising While CTV is more popular than ever, other ad channels are still a vital part of advertisers’ marketing mix. “We can’t count out these other ad channels,” said Girges. He noted that today’s consumers are using an omnichannel approach to shopping; instead of going into a store and walking out with a purchase, they’re doing research, reading reviews, and price shopping across a variety of channels before buying. “Advertisers are employing the same strategy,” said Girges, elaborating that they’re investing in channels like paid search and social to meet those shoppers. “This is pretty common—advertisers are always going to move in lockstep with consumer behavior,” he said. “If your consumers are on multiple devices, then your advertising strategy is going to follow suit; the ultimate goal is to elevate your brand status.” Girges explained that all of this makes the omnichannel marketing approach more important than ever for brands, and CTV helps boost performance outcomes across all channels by placing it at the center. Reaching Beyond The TV With consumers using so many devices and channels for entertainment and shopping, it can be difficult for brands to follow their audience and get meaningful performance data. Thankfully, CTV has multiple capabilities to assist advertisers, including multi-touch targeting and cross-device measurement. “Multi-touch capabilities let you extend your messaging from the TV screen to secondary devices like phones, laptops, and tablets,” said Girges. “This lets you track ad performance across channels in addition to measuring cross-channel conversion and qualified leads. Ultimately, you’re yielding better quality on your return on ad spend.” And the use of multi-touch capabilities means cross-device measurement is more important than ever. “We’re living in an interconnected world where consumers hop back and forth across devices throughout their day,” said Girges. “With so many devices, it can be difficult to measure ad performance and whether or not your CTV campaign drove conversions—which is where cross-device measurement comes in. This lets you target the viewer across different devices and services and track their experience until they visit your website.” Girges went on to discuss the power and accuracy of MNTN’s Cross-Device Verified Visits model, which tracks viewer behavior and determines if a user engages with a brand—regardless of what device they use. Watch The Full Recording For More Girges had plenty of other strategies to help you boost your omnichannel mix, including what techniques help drive conversions and which tools you should look for. Click here to watch the full recording.
CTV Advertising Attention Time Increases With Age
2 Min Read Viewers are more likely to pay attention to ads on apps that are paid or subscription-based, according to a study conducted by Yahoo and Publicis Media. The paid streaming formats’ average edge in ad attention may have to do with expected trade-off for subscription prices, as the study also found that viewers expect a better ad experience and are more critical of ads on paid streamers. However, nearly half of CTV viewers said they would rather pay less and receive some ads when adding a new streaming service. The study also found that there were some distinctions in how different generations interacted with streaming services. Advertising attention was found to increase with age, and younger CTV viewers were found to be harder to engage. They also differed in their favored kinds of streaming platforms, with viewers under 18 being nearly 50% more likely to spend time with hybrid apps, and those between 18 and 29 nearly 60% more likely. For older generations, FAST platforms are most popular. Ultimately, the study’s findings suggest that it may be possible to use streaming service types to help target viewers based on demographics. Connected TV in the News U.S. Households Spend Almost 6 Minutes Looking for Content to Stream on TVMedia Play NewsAs U.S. consumers increasingly switch to connected televisions, finding something to stream in a sea of content offerings has become a challenge. Time Is Money: CTV Viewers Are Watching More Ad-Supported Than EverMNTN ResearchGood news for brands already advertising on Connected TV: viewers are officially watching more ad-supported CTV content than ad-free. Netflix’s Peter Naylor on New Ad Targeting Capabilities, Its First TV UpfrontsAd AgeThe VP of global advertising sales talks about the streamer’s strategy ahead of negotiations, and Netflix’s advantage over legacy TV. Get the Latest Connected TV News, Right to Your Inbox Why not receive our CTV advertising report, right to your inbox? Just enter your email below and you’ll never be out of the CTV / OTT advertising loop again. Sign Up for the Connected TV ReportSubscribe to the report Apple, Amazon, NBC and more use to get their CTV news.
AVOD and Free Premium Video Streaming Added 17.5M Viewers in 2022
2 Min Read Ad-supported video on-demand services are seeing a surge in popularity among Americans. According to a new report from eMarketer, AVOD services added 11.9 million viewers in 2022, with free premium video streaming services tacking on another 5.6 million. The popularity of these services is indicative of a wider shift towards ad-supported streaming, with over 100 million viewers expected to utilize free premium video streaming services by the end of this year. The rise of ad-supported streaming is contributing to a migration from traditional TV to digital alternatives. As of 2022, less than half of US households subscribe to traditional pay TV, a figure that is predicted to continue declining steadily through 2027. This shift is reflected in the time spent on each medium, with digital video time set to surpass traditional TV time spent. And as audiences continue to shift their viewing habits, more screen time is spent on CTV in general. Last year, the average time spent per day among US adults reached 1 hour, 51 minutes. By 2024, CTV households will more than double traditional pay TV households, indicating the growing importance of digital media in the US entertainment landscape. Connected TV in the News Research: Smart TVs Half of OTT TV ViewingAdvanced TelevisionResearch from Aluma Insights finds adult SVOD viewers spend half their streaming TV time watching apps on smart TVs, up from 31 per cent in 2015. How Connected TV Creative Can Benefit from Testing on TikTokMNTN ResearchLearn how to utilize the creative freedom TikTok embodies as an incubator to understand what concepts and visuals resonate with your audience—to then carry over into CTV. Walmart+ Touts Paramount+ Partnership in New TV PushAd AgeWalmart is advertising its partnership with Paramount+ for the first time on national TV in a new push for its Walmart+ membership program. Get the Latest Connected TV News, Right to Your Inbox Why not receive our CTV advertising report, right to your inbox? Just enter your email below and you’ll never be out of the CTV / OTT advertising loop again. Sign Up for the Connected TV ReportSubscribe to the report Apple, Amazon, NBC and more use to get their CTV news.