Insights

A Powerful Duo: The Linear + Streaming Evolution

Learn about streaming’s role in a comprehensive video advertising strategy in a report by Comcast Advertising’s Agency Leadership Council. The report highlights consumer survey data, agency leader perspectives and more to reach a singular conclusion: the most effective advertising campaigns combine TV and streaming.

“Reaching audiences via streaming has become top of mind for advertisers as the platform has grown exponentially in the last 3-5 years. Streaming has become an invaluable source of audience as advertisers aim to reach them with relevant messaging across multiple screens and devices.”

Mark McKee Chief Revenue Officer, FreeWheel

Streaming has indeed exploded in popularity amongst audiences and advertisers. In the first half of 2021, streaming services accounted for nearly half (45 percent) of all ad views, surpassing “TV Everywhere.” Nearly eight out of 10 households (79 percent) are Subscription Video on Demand (SVOD) consumers, and more than 80 percent of those households subscribe to two or more SVOD services.

Yet some 70 percent of households still subscribe to cable/pay TV, and nearly three-quarters of those households (76 percent) consume streaming content via their TV screens. Among streaming households, viewers spend 40 percent of their time with cable TV, 31 percent with streaming, and 14 percent with broadcast content. Despite streaming’s rapid and growing adoption, linear TV is still the dominant source of video content for most households.

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