Natasha Matos-Hemingway discussed how Shahid responds to market needs, leaning in on fandom and striking a balance between its different offerings.
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Amazon Prime Video, Apple TV+, Disney+, Netflix and Paramount+ collectively increased the number of sports programmes across their streaming services by 72% in the past year.
Damien Bernet, Netflix’s EMEA ads VP, described the expansion of its programmatic partnerships as the latest step in Netflix’s broader strategy to offer the benefits of TV and digital advertising.
As more live sports move to streaming, media companies must sell advertising against their content across different platforms in a unified way that combines the upfront, premium process of linear with the dynamic execution of digital.
The big media agencies are damaging the outlook for UK broadcasters through opaque trading practices that do not give them a fair share of client spend.
Netflix’s shift to focus on engagement suggests that long-term success depends much more on how subscribers are reacting to ads rather than simply how many those ads reach.
Advertisers want to play a starring role in viewers’ lives, but this requires a comprehensive understanding of their unique motivations and behaviours.
| Maria Iu
A total of 20m UK homes had access to an SVOD service in Q4 2024, a marginal dip from the previous quarter. Ad tiers for Netflix and Amazon grew slightly last quarter, and there is still room for more, according to Barb.
The latest Kantar Entertainment on Demand report found that Amazon Prime Video had the highest share of new paying subscribers during Q4.
Netflix boasted its biggest-ever gain in quarterly net subscribers in Q4. Now, executives are turning their focus to releasing its first-party adtech stack in more markets.