Digital Video Forecast and Trends Q4 2023

SVOD Ad Tiers, Prime Video Commercials, and the End of the Hollywood Strikes

Report by Ross Benes  | Dec 18, 2023
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Executive Summary
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Table of Contents
Executive Summary
More streaming viewers are adopting ad tiers
Amazon will make a big splash in streaming advertising
Netflix is experiencing advertising growth and pains
Strike resolutions won’t alleviate content issues
What’s coming in Q1 2024?
Sources
Media Gallery
About This Report
New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.
Topics
Digital Video
United States
Table of Contents
Executive Summary
More streaming viewers are adopting ad tiers
Amazon will make a big splash in streaming advertising
Netflix is experiencing advertising growth and pains
Strike resolutions won’t alleviate content issues
What’s coming in Q1 2024?
Sources
Media Gallery

Streaming services are pushing viewers to pick ad-supported tiers. Amazon’s plan for Prime Video will shake up the streaming ad market. And the Hollywood strikes have finally come to an end.

Key Question: How is Q4 playing out for digital video, and what share of streaming viewers will be on advertising plans in 2024?

Key Stat: More than two-thirds of Peacock, Paramount+, and Hulu viewers will subscribe to ad tiers next year, while under one-tenth of Netflix viewers will do the same.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. More streaming viewers are adopting ad tiers
  3. Amazon will make a big splash in streaming advertising
  1. Netflix is experiencing advertising growth and pains
  2. Strike resolutions won’t alleviate content issues
  3. What’s coming in Q1 2024?
  1. Sources
  2. Media Gallery

Charts in This Report

Share of US Netflix Sign-Ups, by Plan Type, Feb 2023-Sep 2023 (% of total)US Streaming vs. Linear TV Show Cancellation Rates, 2020-2023*

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authors

Ross Benes

Contributors

Oscar Bruce Jr.
Senior Forecasting Analyst
Paul Verna
Principal Analyst