"YouTube and other free ad-supported services, such as The Roku Channel and Fox-owned Tubi, have become increasingly popular over the last two years, according to Nielsen's viewership data. "For consumers, cost sensitivity is often a more important deciding factor than user experience," said Brandon Katz, a media analyst at entertainment data provider Greenlight Analytics. "Saving money outweighs the annoyance of terrible insurance commercials.""
"Free-to-access services YouTube, Tubi, and The Roku Channel have grown their viewership by 53% from December 2023 through November, according to a Business Insider analysis of Nielsen data. Those three free streamers make up nearly 18% of all watch time on US TVs, and that doesn't include Paramount's Pluto TV, which Nielsen broke out individually until March. In that span, major paid streamers' collective watch time is only up 5%."
Free ad-supported streaming services such as YouTube, The Roku Channel, and Tubi have grown viewership by 53% from December 2023 through November and now account for nearly 18% of US smart TV watch time. Major paid streamers including Netflix, Amazon Prime Video, Disney+, Hulu, Peacock, and HBO Max have seen collective watch time rise only 5% in the same period. The surge in free streamer viewership is driven largely by YouTube. Cost sensitivity among consumers often outweighs user experience, with saving money prioritized over ad annoyance. Slower engagement growth threatens paid streamers' pricing power.
Read at Business Insider
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