According toVariety,streaming networks are more open than ever to selling their ad spaceto “media buyers,” which purchase ad space on behalf of major companies, brands, or agencies. As content costs rise, especially for live sports and original programming, streaming giants and networks are seeking new and creative ways to increase revenue.
What More Ads On Streaming Platforms Means
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Donna Speciale, a top advertising executive, once tried to get TV networks to sell entire ad breaks to media buyers who would arrange commercials in a way that kept viewers engaged. They refused, wanting to control what appeared on their coveted channels.“Times have changed,“she said. “Everybody now is looking at trying to turn the model upside down. And I think everything is on the table.”
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For viewers,At the same time, advertisers are shifting away from the traditional “spray and pray” method (placing ads everywhere) to targeting audiences with specific content. Streaming allows for more personalized advertising, as seen with Paramount+‘sYellowstone-themed ad that popped up within the commercial breaks ofthe hit Western series.
More Ads, More Money, And More Content
Now that streaming has become the dominant way people watch content, networks and platforms alike see no reason to leave ad dollars on the table. The more ads streaming platforms show, the more money they make, allowing them to produce more content. There are over 200streaming servicesavailable worldwide, with each one attempting to differentiate itself between premium and original entertainment. The costs will ultimately be felt by the viewers themselves, whether it’s rising subscription costs or the inescapable proliferation of ads.
