Ralf Welvers, MBA’s Post

💡 🏈 💡 Antenna’s 2024 Top Subscription Insights: The NFL and Streaming Video The NFL has long been a TV staple, and is increasingly a core part of the streaming landscape. Paramount+ and Peacock rely on NFL programming to drive much of their acquisition, as do vMVPDs. YouTube TV disproportionately captures this acquisition bump. When NFL Sunday Ticket moved exclusively to YouTube TV with the 2023/2024 Season, YouTube TV subsequently grew its share of September Sign-ups YoY in 2023 to 44% (up from 33% in September 2022), and again in September 2024 to 48%. NFL Sunday Ticket is performing significantly stronger among YouTube TV customers than with the rest of the market. Antenna estimates that 61% of the subscriptions to Sunday Ticket come from YouTube TV customers. Given that YouTube TV subscribers make up a relatively small portion of US households, that translates to a high penetration among that audience. Read the full analysis, as well as others from our 2024 Top Subscription Insights series on the Antenna Insights Blog: https://lnkd.in/eCqwpMd3 #svod #streamingvideo #sportsstreaming #streamingmedia #subscriptionvideo #subscriptionmedia #subscriberacquisition #mediaanalytics #streamingdata #streaminginsights #subscriptioneconomy #sportsmedia

It is the perfect time to switch to an online-first approach. Why? Cause tv watch time is lower than ever. 📺 📲 𝗧𝗶𝗺𝗲𝘀 𝗮𝗿𝗲 𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴 It’s no surprise to us, but in the recently published Telecompaper report it has been stated that within the first quarter of 2024, the watch time for streaming services was 25%, while live tv only reached 22%.  📈 𝗪𝗮𝗻𝘁 𝘁𝗼 𝘁𝗮𝗿𝗴𝗲𝘁 𝗮 𝘆𝗼𝘂𝗻𝗴𝗲𝗿 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲? 𝗚𝗼 𝗳𝗼𝗿 𝘀𝘁𝗿𝗲𝗮𝗺𝗶𝗻𝗴 𝗽𝗹𝗮𝘁𝗳𝗼𝗿𝗺𝘀 Consumers between 25-35 only spend 15% of their watch time on tv and spend twice as much time on streaming services. 🎯 𝗦𝗼 𝘄𝗵𝗮𝘁 𝗱𝗼𝗲𝘀 𝘁𝗵𝗶𝘀 𝗺𝗲𝗮𝗻 𝗳𝗼𝗿 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱? It changes the advertising game. Tv advertising is still effective, but your viewers might not watch tv as much as they used to. With the  rising prices for advertising on tv, now is the time to go for an online-first approach. Does your brand believe in the future of digital-first advertising? #commercials #SVOD #grp

Big news for streaming fans! DirecTV has officially launched MyFree DirecTV, a FAST service offering 70+ free channels packed with sports, news, entertainment, and lifestyle content. MyFree DirecTV is backed by industry leaders like A&E, Fox, Lionsgate, and Scripps, bringing viewers hit shows like Duck Dynasty, Pawn Stars, and The Walking Dead: Daryl Dixon. It’s premium content—no subscriptions, no strings attached. FAST isn’t just a trend—it’s the future of how we watch TV. With FAST platforms growing rapidly, the question isn’t if they’ll take over but how quickly. What’s your take? Let’s talk about what this means for viewers, advertisers, and the entire streaming industry. https://lnkd.in/daCVXawT

Optimizing Ad Revenue Across Streaming and Linear Channels: A New Era for TV Advertising The way we consume content has changed dramatically. With the rise of streaming services, TV advertising is no longer confined to linear channels. Did you know? Streaming platforms are now key players in the ad revenue landscape and are poised to account for a significant share in the coming years. This shift marks a new chapter in advertising, where integrating strategies across both streaming and traditional TV channels is essential for maximizing reach and revenue.

TV advertising is not dead - it has changed. 55% marketers plan to increase their investment in TV streaming this year. Over the past decade, smart TVs have become mainstream, making the line between broadcast and streaming nearly invisible. Broadcast TV still delivers unmatched reach, yet (as per TGI 2024 Global Quick View) 50% of viewers now say most of their TV watching is on streaming platforms. For marketers, the question is how to allocate TV advertising effectively. The latest data shows a net 8% of marketers plan to reduce broadcast investment in 2025, while net 55% plan to increase spend on streaming. The key is diversification. To succeed at Tonic Worldwide, we test and learn what video mix works best for our clients - broadcast, SVOD, AVOD and beyond - to capitalise on both massive reach and the targeted engagement streaming provides. Marketers who respect these nuances stand to win in 2025. #TonicWorldwide #VideoMarketing #MediaStrategy #BroadcastTV #StreamingTV #MarketingTrends #KantarInsights  

In talking to many of our adverting partners, a consistent theme continues to come up time and time again. While time spent with Connected TV (CTV) continues to grow, time spent with advertising on TV still largely comes from traditional TV viewing. Viewers still watch the vast majority of ads on TV screens via traditional TV, even as its share of time spent dwindles. CTV platforms generally air fewer ads per hour than traditional TV, and there are still many viewers that subscribe to the ad-free tier of their favorite streaming services. According to EMarketer, Traditional TV maintains a larger share of both advertising time (87% vs. 13%) and ad spend (63% vs. 32.5%). This will continue to evolve though. There will be continued growth in CTV advertising revenue, with several major streaming platforms expected to surpass $1 billion annually by 2026, driven by increasing premium streaming inventory and more competitive pricing. https://lnkd.in/e4syKXSr

Hey! In 2024, the decline of traditional cable TV subscriptions reached new heights, with a projected 7% drop in U.S. cable TV subscriptions as more consumers embrace the flexibility of streaming services 📉. By 2025, 50% of U.S. households are expected to be cable-free, a significant shift that highlights the growing dominance of platforms like Netflix, Disney+, and Amazon Prime Video 🎬. Streaming services are forecasted to generate $72.9 billion in revenue this year 💰, fueled by the increasing adoption of on-demand content and rising subscription numbers 📈. As consumer preferences continue to evolve, streaming platforms are set to surpass 500 million global subscribers by 2025, reshaping the entertainment landscape and leaving traditional cable TV behind 🌍. The future of television is undeniably digital, and companies must adapt to meet the demand for flexible, cost-effective, and accessible entertainment options 📱. #Streaming #CordCutting #DigitalTransformation #MediaTrends

Time spent watching TV in November reached a nine-month high, Nielsen’s latest edition of “The Gauge”. Viewing levels increased 5% from October, resulting in the largest monthly viewing total since February. That said, TV viewership in the November interval was impacted primarily by sports, the presidential election and live streaming, all of which drove peak shares of TV for viewing categories each in separate weeks this month. Additionally, as this interval ended on November 24, the typical Thanksgiving holiday surge in TV viewing will be included in the December report of The Gauge. There were three streaming services that notched platform-best shares of TV in November, including The Roku Channel (up 12% to 1.9% of TV), Prime Video (up 10% to 3.7% of TV), and YouTube, which secured a new category record with 10.8% of TV. Peacock, while short of its Olympics-driven platform record, still drew the largest monthly increase among streamers for 1.5% of TV (+0.2 pt.). Peacock’s considerable increase was partially due to Despicable Me 4, which drove 1.5 billion viewing minutes and a 58% increase in kids viewing on the platform. [ Nielsen]

Time spent watching TV in November reached a nine-month high, Nielsen’s latest edition of “The Gauge”. Viewing levels increased 5% from October, resulting in the largest monthly viewing total since February. That said, TV viewership in the November interval was impacted primarily by sports, the presidential election and live streaming, all of which drove peak shares of TV for viewing categories each in separate weeks this month. Additionally, as this interval ended on November 24, the typical Thanksgiving holiday surge in TV viewing will be included in the December report of The Gauge. There were three streaming services that notched platform-best shares of TV in November, including The Roku Channel (up 12% to 1.9% of TV), Prime Video (up 10% to 3.7% of TV), and YouTube, which secured a new category record with 10.8% of TV. Peacock, while short of its Olympics-driven platform record, still drew the largest monthly increase among streamers for 1.5% of TV (+0.2 pt.). Peacock’s considerable increase was partially due to Despicable Me 4, which drove 1.5 billion viewing minutes and a 58% increase in kids viewing on the platform. [ Nielsen]

Nielsen has launched “The Media Distributor Gauge,” aggregated and ranked by media company, comparing total TV consumption across broadcast, cable and streaming. But as is usual with Nielsen, it's vague and unclear and doesn't make an apples-to-apples comparison. Some of the brands being compared are parent companies, like The Walt Disney Company, while others are single streaming services, like Prime Video. Nielsen says the new insight is created by mapping all the "broadcast and cable networks and streaming services—up to their parent company," but Prime Video isn't a company; it's a service. Based on the chart, Freevee wouldn't be included, nor would Twitch, which all fall under Amazon, not Prime Video. YouTube is listed, but not YouTube TV. Why? NBCU is listed as a parent company, which Comcast owns, but Xumo would not be included since Comcast, not NBCU, owns them. Or maybe I am wrong, but the point is, there is no way to know. And how does Nielsen define "TV consumption?" Most YouTube content is not comparable to the same content on TV channels and services across Netflix, Paramount or Disney. Just on the length of content alone, looking at data from 2022 (the last year I could find it), just over 50% of videos on YouTube were between 30 seconds and 2 minutes. That's not TV. As is, this ranking by Nielsen is useless, flawed and not comparable apples-to-apples. Nielsen's blog post: https://lnkd.in/eqS7tkRU Brian Fuhrer - Nielsen - #streamingmedia #AVOD #SVOD #paytv