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After having long-shunned the notion of advertising on its platform, Netflix this year accelerated work on just such an offering as inflation prompts consumers to spend less and competition in the streaming television market intensifies.
Netflix is expected to launch an ad-supported subscription tier in early November, about a month before rival Disney+ does the same, according to US media reports.
\"These launches are going to create the biggest premium advertising space in more than a generation,\" said analytics company Samba TV senior vice president Dallas Lawrence.
\"It's going to be a major moment for advertisers.\"
The windfall for Netflix and Disney+ could be considerable. Market tracker Statista forecasts that spending on television ads globally will hit $159 billion this year.
Insider Intelligence analyst Ross Benes estimates that advertising revenues from streaming could reach $30 billion in two years in the United States alone.
Global video sharing and online television platform YouTube saw $28.8 billion in ad revenue in 2021.
\"Not long ago, everyone said subscriptions would kill ads,\" said Kevin Krim, head of marketing analytics firm EDO.
\"Now, we can see that is obviously not true.\"
Some streaming television services such as NBCUniversal's Peacock, Paramount+ and HBO Max already feature ad-supported offerings.
But Netflix and Disney+ -- with 220 million and 152 million subscribers respectively -- throwing their hats in the advertising ring could catch the attention of businesses interested in reaching television audiences, analysts said.
Netflix is looking to win over at least 40 million subscribers to its ad-subsidized tier by next year's third quarter, according to an internal document cited by the Wall Street Journal.
When the time comes, Disney+ will transition its existing $7.99-per-month subscription tier to the ad-supported version, and the ad-free option will go for $10.99, the company has said.
Threat to old-time TV<\/strong>
Being able to reach Netflix or Disney+ viewers promises to help brands reconnect with audiences that have abandoned traditional \"linear\" television in favor of streaming entertainment, said nScreenMedia chief analyst and founder Colin Dixon.
\"This actually gives advertisers access to people who they haven't been able to reach in a while, in their most focused viewing time,\" Dixon said
No matter when viewers with ad-based subscriptions choose to watch a show or film, the commercials will be there, waiting for them.
It will also afford advertisers the luxury placing ads directly with Netflix or Disney+ for viewers around the world, rather than having to negotiate numerous deals with channels or stations in various regions, Dixon added.
These new subscription tiers will put pressure on linear television service providers that have not yet entered into the streaming game, analyst Lawrence said.
Even major US studios such as CBS, NBC and Fox are expected to see TV ad money lured away by the prospect of matching marketing messages with winning content such as \"Stranger Things\" at Netflix or \"Star Wars\" at Disney+.
\"When Netflix and Disney+ unlock that capability and allow advertisers to access the most premium inventory available on televisions, we're going to go to a full stampede out of linear television and into streaming environments,\" said Lawrence of Samba TV.
\"It will probably drive down linear television advertising value.\"
Along with reaching viewers wherever and whenever they stream television shows, ads on Netflix or Disney+ can provide marketers with more data than is available from what Samba called \"old-fashioned TV,\" he added.
Streaming television ads can also be targeted at individual viewers, noted Krim.
And, Netflix and Disney+ have a chance to create new advertising models, breaking long-held norms about advertising length or placement, and even involving partners in program creation.
So far, streaming television services do not seem a threat to digital ad revenue for the likes of Amazon, Facebook, Google or TikTok<\/a>, with marketers expanding their overall budgets for reaching people online, according to analyst Benes.
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Netflix和迪斯尼将撼动世界电视广告
后长期被广告在其平台上的概念,Netflix今年通货膨胀加速工作在这样一个提供提示消费者少花钱和流媒体电视市场的竞争加剧。
读到
后长期被广告在其平台上的概念,Netflix今年通货膨胀加速工作在这样一个提供提示消费者少花钱和流媒体电视市场的竞争加剧。
Netflix预计将推出一个广告支持订阅层在11月初,大约一个月前竞争对手迪斯尼+做了同样的事情,据美国媒体报道。
“这些发射将创建最大的优质广告空间超过一代,“说分析公司Samba电视达拉斯高级副总裁劳伦斯。
“这将是一个主要的广告商的时刻。”
Netflix的暴利和迪士尼+可能相当大。市场跟踪Statista预测,全球电视广告支出今年将达到1590亿美元。
内幕情报分析师罗斯贝奈斯估计,从流媒体广告收入将达到300亿美元的两年仅在美国。
全球视频共享和网络电视平台YouTube上看到2021年288亿美元的广告收入。
“不久前,大家都说订阅会杀死广告,”凯文说克里米亚,主管营销分析公司江户。
“现在,我们可以看到,显然是不正确的。”
nbc环球的孔雀等流媒体电视服务,派拉蒙+和HBO麦克斯已经广告产品的特性。
但Netflix和迪士尼+——分别为2.2亿和1.52亿用户——把他们的帽子在广告圈可以引起企业的注意到电视观众感兴趣,分析师表示。
Netflix希望赢得至少4000万订阅者ad-subsidized层到明年第三季度,据《华尔街日报》引用的一份内部文件。
时,迪士尼+每月7.99美元将转变其现有订阅层广告版本,和没有广告选项将为10.99美元,该公司表示。
威胁的电视
能够达到Netflix或迪斯尼+观众承诺帮助品牌与观众重新取得联系,放弃了传统的“线性”电视支持流媒体娱乐,说nScreenMedia创始人兼首席分析师科林·迪克森。
“这实际上给了广告商访问那些他们没能达到,最专注的观看时间,”迪克森说
无论当观众基于广告订阅选择观看节目或电影,广告将在那里,等着他们。
它还将承受广告商奢侈品广告直接与Netflix或迪斯尼+世界各地的观众,而不必谈判众多处理或频道在不同地区,迪克森补充道。
这些新订阅层将施压线性电视服务提供商,尚未进入流场,分析师Lawrence说。
甚至美国主要工作室如哥伦比亚广播公司、美国全国广播公司和福克斯将看到电视广告的钱诱惑的前景与赢得内容匹配的营销信息如Netflix“陌生人”或“星球大战”在迪斯尼+。
“当Netflix和迪士尼+解锁功能,允许广告商访问电视上最优质库存可用,我们将去一个完整的线性电视,到流环境,”劳伦斯说Samba电视。
“这可能会降低线性电视广告价值。”
一起达到随时随地观众流电视节目,广告Netflix或迪斯尼+可以为营销人员提供更多的数据比可以从Samba称之为“老式的电视,”他补充道。
流媒体电视广告也可以针对个别观众,指出克里米亚。
Netflix和迪斯尼+有机会创造新的广告模式,打破长期规范广告长度或位置,甚至创造合作伙伴参与项目。
到目前为止,流媒体电视服务似乎并不威胁到数字广告收入亚马逊、Facebook、Google或TikTok,营销人员扩大总体预算达到人在线,据分析师贝奈斯。
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