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Behind the Numbers: an EMARKETER Podcast
Behind the Numbers: TV and Streaming Trends for 2025—Netflix's Live Sports Push & Small/Mid-Sized Brands Spending More on CTV Ads | Jan 17, 2025
Jan 17, 2025
In this engaging discussion, Ross Benes, a Senior Analyst at eMarketer, and Paul Verna, Vice President at eMarketer, dive into the future of TV and streaming. They analyze Netflix's bold move into live sports and what that means for advertisers. Small and mid-sized brands are increasingly turning to CTV ads, reshaping spending strategies. The duo also explores the evolving role of self-serve advertising and AI content, setting the stage for how viewer behavior might shift in this dynamic landscape.
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Quick takeaways
- Netflix is shifting its strategy by investing in live sports broadcasting to broaden its audience and attract subscribers.
- Small and mid-sized brands are increasingly spending on CTV ads due to the rise of self-serve ad options on streaming platforms.
Deep dives
Growth of Small Advertisers in Streaming
The share of streaming ad revenues from small and mid-sized companies is expected to expand significantly. Streaming platforms are increasingly offering self-serve ad options, which makes it easier for smaller advertisers to buy inventory. This shift is essential for growth, as relying solely on big brands limits potential revenue. The strategy reflects practices seen in digital services like YouTube and Facebook, indicating a trend toward 'YouTube-ification' of streaming ad spend.
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