The decline in linear and rise in streaming have been apparent for years, yet broadcast-first media planning is alive and well. We need a framework that’s based on how audiences actually engage with TV content.

Consumer tolerance of ads varies by age, channel, content genre and even whether it is viewed with others.

The Disney EMEA sales chief on the evolving CTV landscape, diving into the world of programmatic and building relationships in a close-knit industry.

According to Barb’s latest survey, Netflix and Disney+ ad tiers have continued to grow substantially quarter on quarter.

In addition, the streamer has sold out all of its inventory for its Christmas Day NFL games.

Sports viewership grew six percentage points quarter on quarter, while ad-supported streaming services received an 8% bump in subscription in part thanks to interest in the Olympics.

CEO Andy Jassy believes there will be continued growth its ads business, which, like AWS, drove double-digit growth in Q3.

Analysis: The introduction of a clipping and sharing feature looks to capture a larger share of the social media conversation that has sprung up around the fandom of Netflix shows.

Netflix’s ad tier membership grew 35% quarter on quarter, but co-CEO Greg Peters warned that ads will not be a “primary driver” of the company’s revenue in 2025 as the streamer looks to beef up its offering for advertisers.

Connected TV is an ideal channel to bring branding and performance marketing together as brands shift adspend into streaming platforms.