Exploring the Streaming Space: Where Marketers Dare to Go
Who among us hasn’t binged 12 hours of Netflix? Whether you care to confess it or not, there’s no question that streaming services have permeated the viewing culture, fueled in large part by the pandemic. By June 2020, 48% of US online adults had subscribed to at least one streaming service. And there they’ve stayed. Now, over two-thirds of US households have more than one subscription to a video-on-demand (SVOD) service.
Advertisers are taking note of this accelerated growth in streaming services — as well as the opportunities they open. Given the volatility and unpredictability of the current economic climate, marketers are more focused than ever on measuring ROI to make sure they’re getting the most from their ad spends. The question is: is streaming the best place to spend those marketing dollars? Let’s dive into that.