Tell ’em they’re streaming – how Netflix and Disney+ can benefit from the switch to AVOD
As fragmentation, economic uncertainty and decision fatigue take their toll, viewing behaviours are changing. The options for premium content providers and advertisers are increasing, explains Alex Spurzem.
Ad-supported streaming is getting a lot of attention of late. The announcements of Disney+, and most recently Netflix to enter the fold, could come as early as October for the streaming giant in some markets, says Bloomberg. The move comes against a backdrop of soaring cost of living prices coupled with the fifth consecutive interest rate rise in a row from the RBA this week.
Why should the industry welcome the arrival of new options and how can publishers and advertisers make the most of this opportunity?
Subscription fatigue sets in
Times are tough and getting tougher, and the expense of managing multiple services is beginning to surface. According to Kantar, More than half a million streaming subscriptions were cancelled in Australia in the second quarter this year with 37% citing the need to save money.
