Streamers balance subscription vs. ad revenue

Plus, Google launches a new CTV ad platform [Insider Intelligence]( [Emarketer Daily]( Daily]( Charts. News. Analysis JUNE 12, 2024 Test your knowledge ahead of our [H1 2024 TV Ad Spending Trends webinar]( today. Which streaming platform will see the most growth of subscription OTT ad-supported viewers? A) Disney+ B) Amazon Prime Video C) Peacock D) Netflix [Get the answer]( Was this email forwarded to you? Sign up [here](. TOP STORY [How Amazon Prime Video and Netflix are balancing subscription and ad revenue]( Most major streaming services, with the exception of Apple TV+, are offering a hybrid of ad-supported and ad-free plans. But the degree to which they really seek out and rely on ads as a main revenue driver varies widely, our analyst Ross Benes said on the “[Behind the Numbers]( podcast. Amazon and Netflix, for example, are subscription [OTT]( ad competitors, but each is strategizing in different ways. Here’s how, and what marketers need to know about the future of ad-supported plans. [Keep reading]( IN THE NEWS [Google TV leans into FAST channels to expand ad opportunities]( Google’s new ad platform—for smart TVs and streaming devices running on Google TV—enables marketers to place unskippable in-stream ads on over 125 live channels and buy placement on the home screen. Our view: Google faces competition from players like Amazon and Roku, but its YouTube audience and innovative AI technologies position it well. [Keep reading]( ANALYSIS [Gen Zers’ Netflix use is catching up to TikTok use]( Gen Zers’ Netflix use is catching up to TikTok use. This year, 67.9% of US Gen Zers will use Netflix, and 71.2% will use TikTok, according to our forecast. The streaming service is expected to bypass the video-centric social media giant by 2026. Nonetheless, Netflix use is influenced by social media: 45% of Gen Zers choose what to watch based on trending content, according to Tubi. [Keep reading]( THINGS TO KNOW 📧 [Email open rates climb dramatically as signal loss draws near]( 🙅 [Paramount’s rumored merger with Skydance is off]( 🎧 [Spotify reportedly planning higher-priced premium subscription]( 🫣 [X is about to start hiding all likes]( 🤝 [BeReal is being acquired by mobile apps and games company Voodoo]( PODCAST [Behind the Numbers: Why retailers are launching new store formats]( We discuss the reasons that retailers are launching new store formats, what those layouts look like in the US versus the UK, which ones are working, and which ones are not. Tune in on [Apple Podcasts]( [Spotify]( [YouTube]( or wherever you listen to podcasts.[Follow us on Instagram.]( “Behind the Numbers” is made possible by Roundel. [Listen in]( Email sent to: {EMAIL} If you cannot view the HTML newsletter, [please read it in your browser here](. [Become a Premium Subscriber]( | [Advertise with us]( [Manage your email preferences]( | [Unsubscribe]( | [Terms of Use]( | [Privacy Policy]( ©2024 EMARKETER, One Liberty Plaza 9th Floor, New York, NY 10006 [LiveIntent Logo]( [AdChoices Logo](