11:40am
According to recent research from Kantar, ad-supported streaming is experiencing substantial growth and achieving greater consumer acceptance, with AVOD up 10% and FAST up 6% quarter-on-quarter in Q2, 2024, and with 49% of households now open to watching advertising in exchange for a cheaper—or free—streaming experience. This session will examine the current state of the ad-supported streaming economy and debate how it should evolve going forward.
Questions to be addressed include: What kinds of partnerships between content providers, services and platforms are emerging in the space? What kinds of content are proving popular on free streaming services (and what kinds aren’t?) and how is this impacting programming development, packaging and distribution strategies? How are FAST and AVOD channel operators branding and promoting their offerings and making them easily discoverable by consumers? What new monetization opportunities are emerging from FAST’s and AVOD’s ability to reach niche and traditionally underserved audiences? Without uniform measurement standards, shelving or other criteria to track viewership, how should we measure the success and profitability of FAST and AVOD? What are the greatest challenges facing monetization of streaming content via advertising? And, with less than a quarter of consumers (according to Kantar’s research) finding the ads that monetize their streaming services relevant and only 20% reporting linking a streaming ad to a purchase, what still needs to be done in order to improve the viewer experience of ad-supported streaming and marketers’ return on their investment in the medium? Panelists include:
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