Digital Video Forecast and Trends Q3 2023

Strikes Shut Hollywood Down, Streamers Raise Prices to Push Ads, and Ad Prices Coalesce

Report by Ross Benes  | UPDATED: Dec 22, 2023
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Executive Summary
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Table of Contents
Executive Summary
Streaming ad price outliers regress to the mean.
Netflix expands its advertising audience.
Seeking profitability, streamers increase subscription prices.
Hollywood strikes crimp content production.
Upfront TV prices decline amid a soft market.
What’s coming in Q4 2023?
Sources
Media Gallery
About This Report
Netflix’s advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.
Topics
Digital Video
US
Table of Contents
Executive Summary
Streaming ad price outliers regress to the mean.
Netflix expands its advertising audience.
Seeking profitability, streamers increase subscription prices.
Hollywood strikes crimp content production.
Upfront TV prices decline amid a soft market.
What’s coming in Q4 2023?
Sources
Media Gallery

Strikes shut down Hollywood and streaming services across the board raised prices this quarter to push users to more lucrative ad-supported tiers. Meanwhile, streaming ad prices coalesced around $30 to $40 costs per thousand (CPMs), and Netflix reworked its ad sales partnership.

Key Question: What forecasts, data, and trends emerged about video and TV in Q3 2023?

KEY STAT: We forecast Netflix’s average US CPM will be $47 in Q4 2023.

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Table of Contents

  1. Executive Summary
  2. Streaming ad price outliers regress to the mean.
  3. Netflix expands its advertising audience.
  1. Seeking profitability, streamers increase subscription prices.
  2. Hollywood strikes crimp content production.
  3. Upfront TV prices decline amid a soft market.
  1. What’s coming in Q4 2023?
  2. Sources
  3. Media Gallery

Charts in This Report

Share of US SVOD Subscription Sign-Ups, by Plan Type and Platform, 2023* (% of total)US Time Spent on Select Streaming Platforms Relative to Netflix, Q2 2023 (index[1])
US Upfront TV Cost per Thousand (CPM) and TV Household Growth, 2016-2023 (% change)

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First Published on Sep 26, 2023

authors

Ross Benes

Contributors

Oscar Bruce Jr.
Senior Forecasting Analyst
Paul Verna
Principal Analyst