In 2022, 48.9% of households in Canada will have pay TV, marking a massive and continuing trend of cable cord-cutting in the country.
Joe Rogan’s podcast may have lost influence since becoming a Spotify exclusive: New data suggests that even high-profile creators may face difficulty in persuading their audience to follow them elsewhere.
Read the latest TV marketing stories from Insider Intelligence.
High prices drive people to ditch pay TV
Growth in programmatic display ad spending was resilient in 2020, thanks in large part to the shift from brick-and-mortar to digital retail. Rajeev Goel, co-founder and CEO at supply-side platform PubMatic, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin for the last episode of The Ad Platform to discuss which industries are increasing ad spending fastest, how advertisers are reacting to less Identifier for Advertisers availability, and why momentum in connected TV is exciting.
All US podcasters can now charge subscriptions on Spotify: Though the move will surely attract creators, it could be to the detriment of listeners' experience.
TikTok opens up AR: Users will soon be able to create their own augmented reality filters if TikTok's beta test goes well, which could increase engagement and give marketers more options for organic content.
Advertisers may never see the likes of Nielsen again: NBCUniversal announced it is creating an independent measurement system in partnership with other firms.
TV's fall lineup is stacked: The pandemic led to major changes in viewing habits for TV and streaming services, and competitors are putting their best assets on the table to see which changes are here to stay.
A recent wave of hate speech has driven Twitch streamers to organize a boycott: A sitewide boycott is planned for September 1 by streamers frustrated with Twitch's repeated inaction against hate speech.
On today's episode, we discuss how many subscribers HBO Max has, whether partnering with Snapchat can move the needle, and if some kind of HBO Max bundle could be attractive. We then talk about the authenticity of subscription fatigue, how successful Disney's current release strategy is, how to convince young folks to go back to the movies, and how open Netflix subscribers would be to an ad-supported plan. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Paul Verna.
Snapchat is scaling up its AR efforts: The social media platform announced that a former Facebook exec is coming on board to bring its success with AR to more creators and industries.
Horizon Workrooms is the latest attempt to create a VR collaboration space for workers. Though Facebook’s sheer market size gives it an advantage, VR collaboration remains buggy, ugly, and likely years away from entering the mainstream.
Spotify is becoming a hub for more forms of audio: Investments into creator economy tools show that the music and podcast app wants to be the go-to destination for formats and listeners of all kinds.
Streaming services will have to go beyond video in order to stay competitive: As viewers question how cost-effective cord-cutting is, streaming services are thinking outside "business as usual" to retain customers.
TV viewership is up, but a new COVID wave might put a dent in time spent: We expect average daily time spent across both TV and digital video to drop slightly this year.
Marketer concerns about ad frequency on connected TVs might be misplaced: However, the reach of these campaigns is not as broad as first hoped.
Nielsen may be on the way out as the standard for TV ratings: The ratings firm could soon lose its accreditation, and new methods of measurement could reverse TV's declining ad spend.
Video games have become a major platform for music marketers: Games like Fortnite and Roblox are more popular than ever, and music labels are signing deals to promote artists in-game.