According to Barb’s latest survey, Netflix and Disney+ ad tiers have continued to grow substantially quarter on quarter.
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In addition, the streamer has sold out all of its inventory for its Christmas Day NFL games.
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.
Tech is radically changing media and advertising, but our first Future of Media Manchester event reminded us that what matters most to creativity and sales is the same now as it was 200 years ago, writes the editor-in-chief.
FAST may be growing strongly, but its adoption by brands is still hampered by limitations in measurement and a lack of understanding from advertisers.
Barb has updated its Advanced Campaign Hub to include planning for both streaming services and is in advanced talks with Disney to include Disney+.
The broadcaster’s commercial boss urged UK advertisers to push back against plans by Isba to use non-Barb TV audience data in its cross-media measurement initiative ahead of trials.
According to an IPA report, this suggests the impact of SVOD is ‘less significant than previously imagined’.