Welcome to this week’s edition of Inside the Stream, the podcast where nScreenMedia’s Chief Analyst Colin Dixon and I take listeners inside the world of streaming video.
Today we dive deep into the connected TV advertising flywheel, which I wrote about earlier this week. The TL;DR summary on the CTV ad flywheel is that the massive base of 82% of U.S. households with a CTV device has created a viewing platform for a growing array of free, high-quality ad-supported streaming services, the funding for which is coming from a robust CTV ad model that is siphoning spending from both linear TV budgets and mid-to-lower funnel digital/performance-oriented budgets. (Yes, I know that is a mouthful, but I break it all down on the podcast)
The CTV ad flywheel is real and it is accelerating as each element gains steam. Evidence of this abounds; just this week Disney said that 40% of its upfront commitments were focused on streaming, Roku announced record viewership of The Roku Channel following the launch of its Roku Originals (primarily the Quibi library it acquired), and Nielsen launched The Gauge, a new reporting visualization for broadcast, cable and streaming (Nielsen said streaming’s share of TV watch time was 14% in 2019, 20% in 2020 and likely 33% by the end of 2021)
Listen to the podcast (29 minutes, 29 seconds)