Among US social video viewers, YouTube is the top platform for watching short-form content, with 77.9% of those ages 16 and older going there to stream videos less than 10 minutes long. The No. 2 spot goes to Facebook, which captures a 60.8% share, while TikTok takes third with 53.9%.
For ViacomCBS, becoming a streaming titan is the top goal: The media giant is rebranding as Paramount, touting its streaming products’ growth.
Netflix is the top US streaming service when it comes to original content, with 38% of the country’s adults agreeing the platform offers the best selection of original shows and movies. Amazon Prime Video comes in second, trailing by a sizable margin with 11%, while Hulu and HBO Max rank third and fourth.
Disney pivots to a streaming-first strategy: Strong subscriber growth and theme park revenues helped the entertainment company overcome higher expenses and flatlining revenues from linear television.
Ad-supported video is growing but still pales compared with subscription competitors: Streaming service Tubi claims the gap between ad-supported and subscription video will close in 2022.
Among US social video viewers, YouTube is the most popular place to watch live content, with 52.0% tuning in on the platform. Facebook ranks as their second app of choice, used by 42.6% for live video, while Instagram and TikTok tie for third with 33.4%.
US subscription streaming grew by nearly 20% in 2021: But streamers should beware of gaming’s potential to monopolize viewers’ time.
In this Meet the Analyst Webinar, Ross Benes, our senior analyst, will discuss the latest trends, data, and strategies on how marketers are approaching programmatic video.
Long-time Olympics advertisers face controversy, waning viewership: Brands sponsoring the event are staying hushed to avoid upsetting domestic and international consumers.
Creator funds see mixed success: Social platforms offer more monetization tools than ever, but many content providers still struggle to get paid.
Amazon’s expanded agreements with Universal Music Group chip away at long-standing tensions: Creators on Twitch have grown increasingly frustrated with harsh music rebroadcasting rules.
Marketers prefer TikTok to YouTube for influencer marketing: While YouTube struggles to catch up to its competitors, TikTok is yet to reach its full potential.
Peacock gained ground in Q4 while other streaming services dug in: NBCUniversal’s service attracted new viewers to its free, ad-supported tier.
As video ad spending continues to expand, its share of total programmatic ad dollars will grow.
CBS News revamps its streaming service: With audiences moving away from linear TV, the broadcast giant hopes its reputation and access to exclusive news content will be enough to lure viewers.
YouTube’s investments in short-form video are paying off: YouTube Shorts may not yet have the cachet of TikTok, but its connection to the main YouTube platform and strong growth make it worth watching.
The end of YouTube Originals marks a turning point: The division never produced a hit for the platform and was shut down following an executive departure.
Netflix counts on increased subscriber revenues to subsidize higher content costs: As the US streaming market matures, the company banks on hits like “Squid Game” to keep viewers from jumping ship.
Telemundo’s new streaming brand thins the barrier between English- and Spanish-language content: NBCUniversal and Comcast hope Hispanic viewers will turn Peacock’s luck around.
Social video advertising is now capable of driving benefits throughout the funnel. Advertisers expect to prioritize a few key paid social strategies in 2022, including developing more native video ad creative, promoting creator videos as paid ads, investing more in ISR, and supporting efforts around still-emerging shopping livestreams on social platforms.