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Co-Founder, EVP Business Development, KIBS Media

Looking for data behind streaming platforms is difficult at best. Recently we were trying to show the value of OTT/CTV to one of our clients, and they had a very legit question- not total subscribers, but subscribers for certain movies, certain shows etc.  We were talking about Good Burger 2 and neither of us knew it came out because we aren’t subscribers of Paramount +, (I’m a millennial I should have been targeted!). I scoured google, and all I could find was that it had 50% higher viewership than their previous #1 aired movie, but no specific data.  Marketers expect to see data. Streaming companies expect to see ad revenue. Advertisers need to justify their ad spend with data. Clients don’t have large long-term budgets anymore. Consumers are frustrated with the lack of quality ads.  I have heard the streaming platforms are coming together to implement a quasi tracking system that is governed and monitored by themselves. This isn’t the greatest idea given the distrust clients have with advertising. My hope is that a Nielsen type of company or at bare minimum a 3rd party with no bias will handle the reporting. Until This happens, what is the reason that streaming platforms do not divulge viewership numbers per show/movie etc? #ctv #ott #advertising #marketing #mediastrategy #streamingplatforms 

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