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Inside The Stream
Exclusive Interview with Antenna Co-Founder-CEO Jonathan Carson
Jul 12, 2024
Jonathan Carson, Co-Founder and CEO of Antenna, discusses unique subscriber metrics analysis. Topics include evolution of ad tiers, impact of technology and AI on advertising, bundling strategies for customer loyalty, pricing optimization, and growth of specialty S-FOD streaming services.
51:50
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Quick takeaways
- Streaming services witness a rise in ad-supported subscriptions, affecting consumer behavior and attracting new subscribers.
- Strategic bundling is crucial for optimizing customer value in the streaming sector, with discounts playing a role in customer retention.
Deep dives
Advertising Trends in Streaming Services
Streaming services have seen a significant rise in ad-supported subscriptions, with consumers showing a willingness to accept ads in exchange for discounted content. The shift towards advertising in the streaming market has transformed consumer behavior, with options for ad-supported plans attracting a substantial portion of new subscribers. Services like Netflix and Peacock showcase varying levels of ad adoption among subscribers, influenced by factors such as price differentials and programming content.
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