When it comes to the changing TV landscape, marketers are crying ad tiers of joy.
The days of streamers shunning marketers and gatekeeping massive subscriber audiences are over. Instead, SVOD subscriptions are declining, according to a Q3 analysis by Kantar, and growth is coming from platforms that have a combination of both SVOD and AVOD/FAST (free ad-supported TV), opening up inventory to advertisers.
“Consumers are hitting fatigue with all of these subscriptions,” said Marcy Greenberger, evp, integrated investment, UM. “It’s almost becoming as expensive as a cable subscription to subscribe to so many different services, so to have some either that are completely free with ads or that have a lower price tier but with ads is a good compromise and might enable consumers to have access to more of these platforms.”
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