Key Findings:
Growth of Ad-Supported: Consumers using ONLY ad-supported streaming services jumped from 8% to 18% of the market after Amazon Prime Video's ad-supported tier launch.
Ad-Free Decline: Consumers relying SOLELY on ad-free streaming fell from 30% to 21%.
Hybrid Model Stability: Those using both ad-free and ad-supported services remained steady at around 48%.
What This Means:
Limited Backlash: The shift towards ad-supported options hasn't caused a significant decline in overall subscriptions, suggesting consumer acceptance.
Tiered Pricing Success: Amazon's success (85% of subscribers on ad-supported) proves offering a cheaper, ad-supported tier is attracting viewers.
Platform Variations: Peacock and Hulu also have high proportions of ad-supported subscribers, while Netflix and HBO Max lag behind.
Overall Takeaways:
Ad-Supported Growth: The streaming market is rapidly shifting towards ad-supported models, driven by consumer willingness to trade ads for lower costs.
No Subscription Cannibalization: The data suggests introducing ad-supported tiers doesn't negatively impact a platform's overall subscription base.
Potential Ad Inventory Boom: This trend could lead to an influx of streaming advertising inventory, potentially impacting ad pricing.
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