The ad industry has cheered the moves by the two streamers. “It’s going to be the most new inventory for TV content ever introduced at one time,” says Ashwin Navin, CEO of Samba TV, a television and streaming viewing measurement firm. “These companies collectively represent a massive amount of premium video that until now has been off the market [for advertisers]. It’s a watershed moment.”
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“The story this election season is the same whether you are looking nationally or at the key battleground states. Voters have left traditional linear television in droves,” Ashwin Navin, co-founder and CEO of Samba TV, said.
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The challenge for marketers is how to reach consumers across a “paralyzingly fragmented media landscape,” according to Dallas Lawrence, senior vice president and head of communications and brand at Samba TV. Plus, there is still a disconnect between where consumers are spending their time and where ad dollars are being spent, with 70-80% of TV ad dollars spent on linear TV despite 52% of U.S. adults no longer having a cable subscription, per Samba TV data.
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There's strong interest in Netflix and Disney+ with ads, a new survey from Samba TV with HarrisX found, with nearly half of each service's current subscribers saying they'd consider making the switch. (The survey canvased 2,500 US adults online from Aug. 29-Sept. 1.)
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Nearly half of current Netflix subscribers (46%) would consider a shift to the platform’s ad-supported model once it’s available, according to a survey of 1,300 current users conducted by Samba TV and Harris X. The data collected also showcases that those willing to make the move tend to skew older and make less per capita, with Gen Z respondents being the least interested (at 38%) in making the switch.
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Consumers are already interested in Netflix with ads, according to a recent survey of 2,500 U.S. adults by Samba TV and Harris X released Tuesday. Of the adults surveyed, 45% of the Netflix users said they would switch to an ad-supported plan if it was half the price of their current subscriptions and if it offered five minutes or less of ads per hour, Samba TV said.
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