However, the latest Barb Establishment Survey found that the number of homes with two or more services hit a new record.

EMEA ads VP Damien Bernet discusses takeaways from Netflix’s upfronts, as the streaming giant’s ad-supported plan now reaches 94m monthly active users globally.

Amazon Ads is confident it can win new budget for TV, including from digital native brands that have been using paid search and display for performance and now want to move up the funnel.

Kantar’s latest Entertainment on Demand report found new streaming subscribers are increasingly flocking to ad tiers. Meanwhile, growth for Apple TV+ and Mubi have led to increased competition.

Productions in the UK have become Netflix’s most efficient programming investments. The streaming giant’s share of viewing time now sits behind only the BBC and ITV.

Advertisers should better understand these key audiences, who are into different genres, a new study found.

Industry leaders have been reviewing the road to profit for SVODs and their advice spans sharp marketing and hard bundles to co-windowing and more immersive video.

Pay-TV operators can take super-aggregation to the next level with bundles that include discounts for popular streamers — and that could even mean free apps. Subscriptions management is another value-add.

Barb estimates of ad tier households will be updated daily.

Amazon’s head of video sales specialists discussed new ad formats and a “supercharged” partnership offering, and argued that Prime Video is driving hard-to-reach audiences that can be targeted across the purchase journey.