2021上半年美国视频营销报告（英）-17页_1mb

FreeWheel U.S. Video Marketplace Report H1 2021 Summary

Core Content Overview

This report from FreeWheel, a Comcast company, analyzes the evolving landscape of the premium video marketplace in the United States during the first half of 2021. It highlights key trends in viewer behavior, content consumption, and advertising strategies, emphasizing the impact of the pandemic and the rise of digital platforms.

Key Takeaways

• Streaming Services Lead: Streaming services account for 45% of ad views, surpassing TV Everywhere (TVE), which previously dominated.
• CTV Dominance: 60% of total ad views come from Connected TV (CTV), with Roku and Fire TV leading the market share at 43% and 26%, respectively.
• Entertainment Content: The entertainment vertical continues to lead the premium TV video ecosystem, capturing 92% of ad views.
• Programmatic Growth: Programmatic ad transactions represent 24% of premium video ad views, showing an 84% year-over-year (YOY) increase.
• Consumer Trends: Behavioral targeting is gaining traction, with 60% of ad views based on behavioral segments and 40% on demographic data.

The 2021 Viewer

Ad Views Continue to Grow

In H1 2021, ad views grew by 50% compared to the same period in 2020. This growth is attributed to the continued shift in viewer behavior toward streaming, with a focus on high-quality content and increased engagement.

The "Big Screen" Remains a Top Choice

Despite the rise of mobile and smaller screen devices, consumers still prefer the "big screen" for their viewing experience. CTV continues to be the preferred platform, driven by the availability of diverse and high-quality content, and the appeal of free or ad-supported services.

Entertainment Genre & Live Content are Front and Center

Entertainment content remains the dominant category in the premium video ecosystem, with 92% of ad views allocated to it. Live content is also a significant driver, accounting for 51% of ad views, followed closely by long-form on-demand content at 37%.

The Industry Embraces Consumer Trends

Streaming Services Overtake TV Everywhere

The introduction of new DTC streaming services such as Discovery+ and Paramount+ in early 2021, along with HBO Max introducing an ad-supported tier, has significantly shifted the market. These services are attracting both new and existing subscribers, especially those who are more financially conscious.

Programmatic Steps Up to Meet Market's Evolution

Programmatic advertising is becoming more prevalent as buyers seek flexibility and efficiency. In H1 2021, programmatic transactions represented 24% of premium video ad views, with an 84% YOY growth.

Addressability Gains Momentum

Addressable TV advertising is gaining traction as advertisers aim to deliver more personalized and targeted ad experiences. The Go Addressable initiative, launched by TV operators in June 2021, aims to simplify the adoption of advanced addressable advertising, aligning with the preferences of 92% of marketers who are adopting audience-based buying strategies.

Conclusion

The premium video marketplace has undergone significant transformation in 2021, driven by the continued rise of streaming services, the growth of programmatic and addressable advertising, and the evolving preferences of viewers. As the industry moves forward, the focus on data-driven strategies and viewer insights will be crucial for staying competitive and meeting consumer demands.

Glossary

• Ad Completion Rate: Measures the percentage of ads that were completed once started.
• Addressable TV: The ability to target a message to a device or individual based on behavioral, demographic, and geographic data.
• Ad View: Occurs each time an ad is displayed.
• Connected TV (CTV): A television set that is connected to the Internet and can access a variety of web-based content.
• Content Vertical: Content genre, such as news, entertainment, or sports.
• Deal ID: Unique identifier for programmatic transactions.
• Direct-sold: Advertising deals made directly between a publisher and an advertiser.
• Distributor: A party that manages the platform for content and ad delivery.
• Dynamic Ad Insertion (DAI): Process of inserting different ads into the same ad break.
• Linear: Live, ad-supported TV with scheduled ads.
• Long form: Video content 10 minutes or longer.
• Mid-roll: An ad break that occurs in the middle of content.
• Multichannel Video Programming Distributor (MVPD): Provides pay TV services through satellite or cable.
• Pre-roll: An ad break that occurs before content starts.
• Premium Video: Professionally produced, rights-managed content with limited supply.
• Programmatic: Use of automation software to execute advertising deals.
• Publisher: Owner or licensor of content.
• Set-top Box Video On Demand (STB VOD): Video on demand that accompanies a cable or satellite setup.
• Streaming Services: Ad-supported services with live feeds and/or on-demand content.
• TV Everywhere (TVE): Services that allow customers to access content from their cable/satellite subscription anywhere.
• Video View: Accrued after the first frame of video content is displayed.
• Virtual MVPD (vMVPD): Digital-only alternatives to traditional MVPDs offering live and on-demand content.

Sources

1. Morning Consult/Adweek Survey, June 2021
2. Conviva's State of Streaming, Q1 2021
3. CNN Confirms Launch Of Stand-Alone Streaming Service CNN+ In Q1 2022, July 2021
4. What are the media consumption habits of Americans, especially regarding connected TV?, commissioned by Comcast Advertising June 2021
5. "Advertising-Supported Version of HBO Max Launched at $9.99 a Month", NextTV, June 2021
6. ANTENNA Q2 2021 Growth Report, Antenna, August 2021
7. "OPINION: CAN PROGRAMMATIC WORK FOR THE TELEVISION UPFRONTS?", AdAge, May 2021
8. "TV Operators Team Up to Simplify Fragmented Ad Market", The Wall Street Journal, June 2021
9. "Audience-based TV buying on the rise", Rapid TV News, June 2021