After the pandemic, as the viewership of streaming increased, the powerful players in the streaming industry introduced ad supported tiers, formed new collaborations to help marketers effectively target their audiences, and offered something irresistible in order to attract customers to their platform.
However, while the ad costs on streaming platforms are already higher compared to other platforms, the competition in the space didn’t decrease as people’s love for streaming never seemed to fade.
However, a few months ago, some of the studies conducted around streaming media consumption gave disappointing results to marketers and industry leaders.
The Deloitte study results showed streaming TV taking a dip, with at least a third of the millennials planning to decrease the number of streaming services to which they were subscribed.
PQ Media research results: Ad-supported media engagement considerably fades.
Now, the above survey results show that the introduction of more ad-supported tiers in the streaming space enhances the scope of linear TV, as both provide the same kind of user experience.
It is well known that in the race for linear or streaming services, streaming services have outperformed linear TV in recent years, particularly because of the ad-free convenience they provide to users.
But now, the situation has been gradually changing with the ad-supported option.
So, to make the most of their streaming investments, brands and marketers need to tweak their strategies to effectively capture the audience's attention in a streaming environment.