Eighty-four percent of U.S. consumers report having subscription video-on-demand services — the same percentage who report spending more time on online entertainment activities and less on in-person, out-of-home entertainment — according to Deloitte.
OTT advertising has become a surprisingly important business for companies that have been stockpiling local TV stations. Streaming revenue is letting broadcasters claim a foothold in the technology field and create advanced advertising products for clients enamored with digital and social media.
Piplsay found that 83% of consumers said they’re watching content on streaming platforms. 19% had an ad-free premium subscription, 18% had a paid ad-supported subscription and 14% used a free-ad supported service.
Executives from Scripps, CMG, CBC and Disney agree that advertisers are warming to the fact that neither a linear- nor digital-only approach can be as effective as a multiplatform buy.
Networks would be smart to invite affiliates into the streaming platforms as ViacomCBS has done and continue a strong, long-lucrative partnership.
E.W. Scripps is working with Amazon Advertising to bring its over-the-top advertising offerings to local businesses.