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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Tech in Sports Licensing
- Netflix's live sports streaming experiments, including the NFL Christmas Day game and FIFA Women's World Cup, signal a shift.
- Tech companies are now major players in sports licensing, challenging traditional broadcasters.
Netflix's Sports Experiments
- Netflix experimented with various sports like golf, tennis, boxing, and NFL games.
- They secured WWE's Monday Night Raw, marking a significant move from traditional TV.
CTV Advertising Trends
- Streaming services will focus on self-serve and programmatic advertising, targeting small and mid-sized businesses.
- This may lead to cheaper, AI-generated creative content, resembling social media ads.