How TV networks are setting up for the expanding ad-supported streaming war

Digiday 23 Sep 2020 04:01
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Photo credit: Ivy Liu
September 23, 2020 by Tim Peterson

Next year is setting up to be the biggest year yet for the building ad-supported streaming war. 

Discovery, ViacomCBS and WarnerMedia are each set to launch or relaunch major ad-supported streamers in 2021. The TV network groups will join the likes of Disney’s Hulu and NBCUniversal’s Peacock. And then there are the digital players, including Amazon, Roku and YouTube, that have been situating themselves to catch the ad dollars shifting from traditional TV to streaming, with the CTV platforms in particular angling to set themselves as landlords of the burgeoning streaming ad market.

To be clear, the ad-supported streaming war is already underway. Hulu and YouTube have been vying for TV ad dollars for the better part of the past decade. Over the past couple years, Amazon and Roku joined the two dominant ad-supported streamers in the annual upfront market. The increased competition and continued linear viewership declines pressured TV networks to step up their streaming pitches in 2019.

Numbers don’t lie

Read more about Facebook here.

Read more about TikTok here.

Read more about Discovery here.

Read more about NBCUniversal here.

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