Have you, or do you intend to, dive into the historical data? I'm particularly interested to see how quickly, or slowly, streaming advertising is growing. Is that 3.6% share from Hulu an indication of growing share, or has it been stagnant at this level for some time? You pointed out that Netflix is growing slower than Prime, but is Netflix still on a growth trajectory that will move it past broadcast television services in a few years... or months?
Great question. The problem is, since this is a relatively new collection of datasets, the historical data are not so easy to compile. We will be tracking moving forward however.
I'm sure these stats will become of greater value as they are tracked over time, but as of right now: who could be surprised that the players with the largest legacy media holdings, whose businesses have rested for decades on the ad-supported model, currently command a huge lead in "share of ad voice" over those who are relatively new to the ad game? Sure, "legacy media is dead," except, according to Statista, as of August 2024, broadcast and cable still account for 47% of TV viewing time. And, at least at this point in time, the ad load per hour is a whole lot higher in broadcast and cable than it is for streaming. Also, while it's an interesting and surprising factoid that Tubi has a greater "share of ad voice" than Netflix, Tubi is a strictly ad-supported model, with no subscriber revenue, and it remains an open question as to whether Tubi can become a profitable business or not. (To be clear: I'm rooting for anyone who can figure out how the television business can be profitable again!) With nearly all major streamers leaning into a hybrid subscription/ad-supported model, it would seem that any conversation about "the score" in monetizing content must include both subscription and advertising revenue.
I'd love to see the media community embrace a new set of terms when asking for proposals. No more alphabet soup (MAU, GRP, SEO, CPM, CTR, etc.) but rather Total Ad Opportunity. This approach shows the importance of providing an aggregated experience vs. one off channel selection, which doesn't happen anyway. Additionally it allows publishers the flexibility of demonstrating that finding an audience or opportunity can be done by casting a wider net. How do you think this new way of looking measuring TV will affect the bundle bonanza that is continuing to happen in the market?
Have you, or do you intend to, dive into the historical data? I'm particularly interested to see how quickly, or slowly, streaming advertising is growing. Is that 3.6% share from Hulu an indication of growing share, or has it been stagnant at this level for some time? You pointed out that Netflix is growing slower than Prime, but is Netflix still on a growth trajectory that will move it past broadcast television services in a few years... or months?
Great question. The problem is, since this is a relatively new collection of datasets, the historical data are not so easy to compile. We will be tracking moving forward however.
I'm sure these stats will become of greater value as they are tracked over time, but as of right now: who could be surprised that the players with the largest legacy media holdings, whose businesses have rested for decades on the ad-supported model, currently command a huge lead in "share of ad voice" over those who are relatively new to the ad game? Sure, "legacy media is dead," except, according to Statista, as of August 2024, broadcast and cable still account for 47% of TV viewing time. And, at least at this point in time, the ad load per hour is a whole lot higher in broadcast and cable than it is for streaming. Also, while it's an interesting and surprising factoid that Tubi has a greater "share of ad voice" than Netflix, Tubi is a strictly ad-supported model, with no subscriber revenue, and it remains an open question as to whether Tubi can become a profitable business or not. (To be clear: I'm rooting for anyone who can figure out how the television business can be profitable again!) With nearly all major streamers leaning into a hybrid subscription/ad-supported model, it would seem that any conversation about "the score" in monetizing content must include both subscription and advertising revenue.
I'd love to see the media community embrace a new set of terms when asking for proposals. No more alphabet soup (MAU, GRP, SEO, CPM, CTR, etc.) but rather Total Ad Opportunity. This approach shows the importance of providing an aggregated experience vs. one off channel selection, which doesn't happen anyway. Additionally it allows publishers the flexibility of demonstrating that finding an audience or opportunity can be done by casting a wider net. How do you think this new way of looking measuring TV will affect the bundle bonanza that is continuing to happen in the market?