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The report states that 80 percent of US viewers (those surveyed) use at least one streaming TV service overall, and 64 percent watch at least one ad-supported service. (Representative image / iStock)

Showing a growing trend globally, a Gartner report found that US viewers aged 18-43 now spend an average of 63% of their television viewing time watching on various platforms. rather than cable, broadcast or satellite.

Time spent on streaming TV is skyrocketing and media budgets follow suit, as companies report that on average 25.1% of cable broadcast and advertising budgets go to streaming TV.

“However, the media market for streaming services is still very fragmented, immature, and challenged by the popularity of ad-free services,” said Eric Schmitt, senior director analyst of Gartner’s marketing practice.

Four of the top six streaming TV services are ad-free (Netflix, Amazon Prime Video, Disney +, and HBO Max), but 10 of the top 16 are mostly ad-supported (e.g. YouTube and Hulu).

The report states that 80 percent of US viewers (those surveyed) use at least one streaming TV service overall, and 64 percent watch at least one ad-supported service.

“The choices of streaming services and the viewing habits of consumers vary considerably by age and gender. For example, we find that the youngest (18-43 years) have a larger portfolio of streaming TV services. “said Katya Skogen, research director at Gartner Marketing Practice.

“This penchant for variety in streaming services is especially true for younger men. Younger women, on the other hand, use fewer services but spend more hours streaming,” Skogen added.

Businesses must now assess the goals of streaming TV campaigns, which may include maximizing reach, expanding mainstream TV ad purchases, or scaling performance-driven digital advertising goals.

“Marketing leaders must learn to navigate this fluid, high-growth medium in order to deliver TV commercials effectively and efficiently,” said Schmitt.

With the government directive, distributors or producers cannot increase tickets for their films and have lost control over many other trade-related issues.

The American company could face a fine of up to 1 million rubles ($ 13,400) or a temporary suspension of its services if it is found to have broken the law …


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