As Thanksgiving approaches, it’s the perfect time to reflect on what we’re grateful for as content distributors and streaming TV publishers. In an industry that’s constantly evolving, we’ve seen remarkable growth, innovation, and opportunity this year. From shifting viewer habits to new revenue streams, there’s much to celebrate.
Here’s what we’re most thankful for this season:
1. The Longevity of Content Libraries
Programming of older TV shows has been a boon for content distributors and publishers. Suits, a legal drama that debuted 13 years ago, was the most streamed show in 2023 — thanks in part to the Netflix effect — and data suggests single IP FAST channels, which are almost always comprised of older programming when based around a TV series, have less attrition on FAST platforms that constantly fight for viewership and relevancy against their SVOD brethren. The hope for the near future is that the streaming services, especially FAST where content budgets are considerably lower, recognize the value and effectiveness of older content and double down on it.
2. Election Advertising Budgets
Election season brought a windfall of political advertising to streaming platforms and content distributors. All told, the share of political ad spend across digital is expected to double vs. 2020 and in large part from CTV growth, which is up 506% vs. 2020. The one-off windfall of revenue is great, but more than anything the massive growth underscores the value of streaming as a go-to advertising medium.
3. The Rise of Live Sports on Streaming
Live sports have emerged as a game-changer in streaming. Whether it’s major league events or niche sports, live broadcasts are driving significant viewership, engagement and subscription growth. Global viewership of sports-themed FAST programming increased by 150% in the past year according to Amagi’s 13th Global FAST Report. Advertisers are eager to align with the excitement and loyalty of sports fans, creating premium ad opportunities that elevate CPMs and strengthen brand partnerships. It’s a good time to be in the sports content business.
4. Viewership Growth Across FAST Channels
FAST continues to gain traction across a handful of major players like Roku, Tubi and PlutoTV. According to Satista, 57% of TV viewers in the US watched programming on a FAST service in 2023. FAST has even been viewed as a solution for what plagues VOD — content overload and determining what to watch. For content distributors working with these platforms, FAST has become a revenue-rich environment, combining the reach of traditional TV with the flexibility and data-driven element of digital platforms.
5. Programmatic Marketplaces
Both from a monetization and end-user perspective, programmatic advertising has been a more ideal model for streaming media. The ad-supported tiers by major SVOD platforms, seemingly not connected into programmatic marketplaces, overload users with the same set of ads in their favorite shows regardless of any targeting mismatch while frequency capping and targeting take priority in programmatic to provide a better user experience and lift CPMs for the content and streaming publishers. It’s an exciting time with a lot of anticipation for programmatic innovations like contextual targeting, shoppable ads, and real-time data integration to continue to enhance both the viewer experience and advertiser outcomes.
6. Global Growth Opportunities
Streaming is a borderless medium, and we’re thankful for the continued growth of international audiences. The ability to distribute content globally while tailoring it to local tastes and languages has been an incredible opportunity for distributors to reach untapped markets and grow viewership. International expansion of content helps ensure growth for distributors to tap into vast new markets and further expand the reach of advertisers alike.
7. Data-Driven Insights
The ability to gather and analyze viewer data is a game-changer that’s unique to digital. Access to detailed viewership and engagement data empowers distributors to make smarter licensing and content acquisition decisions. Knowing what audiences are watching — and what works for streamers — ensures content investments are optimized for maximum ROI. The data feedback loop continues to strengthen our business and help us deliver value to viewers and advertisers.
8. Collaborative Partner Ecosystem
We’re thankful for the collaborative relationships we share with advertising and tech partners. It’s great to see partners like Pubmatic take the initiative to add more value to their publisher partnerships with programs tailored to individual publisher needs that connect them more directly to the right buyers, rather than just letting algorithms to do the job. The shared goal of creating impactful campaigns run against compelling content fosters innovation and ensures the continued success of streaming TV.
As we look ahead, we’re excited about the opportunities to build on these successes. Streaming TV is more dynamic than ever, and we’re proud to be at the forefront of an industry that’s reshaping how audiences consume content and how brands connect with them. Here’s to a season of gratitude, growth and to the many reasons streaming TV publishers have to give thanks this year.