Streaming Continues To Surge
The shift to streaming still has a great deal of runway remaining as traditional TV viewers continue to abandon expensive cable and satellite subscriptions in favor of more affordable ad-supported streaming. And while the SVOD streaming model may have slowed, the opposite is true for ad-supported viewership.
Traditional TV Viewers Are Still Shifting to Streaming in Big Numbers
Ad-supported streaming is already watched by more viewers than traditional TV but the shift to streaming is far from over. Half of traditional TV viewers say they will start watching streaming TV in the next 6–12 months, many of which will be boomers (people in their mid-50s to 70s).
Economic Conditions Will Drive More Ad-Supported Viewership
Streamers aren’t going to dramatically cut paid subscriptions, but will make changes to their subscription stack and look to include more ad-supported options.
87% of streamers will add a new ad-supported streaming service in 2023
The Presence of Ads Doesn’t Affect Viewer Engagement
Streamers who watch ad-supported content watch the same number of hours as those who only watch ad-free content (17 hours per week). Binge-watching behavior is no different.
Streamers watch an average of 2–3 episodes of a show when binge-watching, regardless of whether the content includes ads or not.
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