Ad-Supported Streaming at 'Remarkable Place of Maturity': Antenna
Video streaming today is "in a very different place" from where it was two years ago, when half of premium subscription video-on-demand (VOD) services didn't offer an advertising-supported plan and only about a third of subscribers had an ad-based plan,…
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Antenna said Tuesday. Advertising has reached "a remarkable place of maturity" in streaming, it said, with close to 100 million ad plan subscribers in the U.S., not counting Amazon Prime Video. It said ad plans drove 71% of net additions for premium VOD subscriptions in the past nine quarters, and they make up almost half of subscriptions for the streaming providers offering them. That shows streaming brands can transition successfully to advertising, Antenna said, while consumers can afford more services by accepting ads.