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Streaming Ad Tiers Catch Fire, Make Up Nearly Half Of U.S. Subscriptions For SVODs That Offer Them, Study Says
Ad-supported tiers made have driven 70% of premium SVOD net adds over 9 quarters and account for half of the subscribers for streamers that offer them.
Advertising-supported tiers made up 46% of streaming subscriptions at SVOD platforms that offer both options — with and without ads — at the end of March, up by 33%, or 7 percentage points, year-on-year. Over the past nine quarters, ad plans drove 71% of net subscriber additions for premium SVOD(streaming video-on-demand), according to the latest State Of Subscriptions report from leading market research firm Antenna. “Given that TV had always been the foundation of the modern advertising business, the state of affairs was unsettling for Madison Avenue and left CMOs searching for new ways to get their messages out.
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