A possible "content collapse" is on way

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 15, 2021, 11:10 AM UTC

TiVo's Q4 video trends report notes that an average American uses about seven different streaming services, and 79% prefer ad-supported services.

As new platforms emerge in the free ad-supported streaming TV (FAST) category amid COVID-19, competition in the streaming industry has increased. However, as the pandemic nears the end, consumers are expected to reconsider paid subscription services leading to a "content collapse".

Adopting FAST streaming services with appropriate tools can help brands, and advertisers navigate the content collapse. With full-featured cloud-based platforms and opting for syndicated distribution, brands can monetise channels and reach millions of new viewers across FAST platforms.

Implementing new technologies allows media brands to be "streaming ready" while saving costs and removing financial restraints. With FAST services building new linear streaming channels, advertisers can leverage the opportunity to scale up their reach.

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