2021年美国视频报告-17页_1mb

报告摘要

FreeWheel U.S. Video Marketplace Report H1 2021 Summary

Core Content Overview

This report from FreeWheel, a Comcast company, analyzes the evolution of viewer behavior and the response of the premium video marketplace in the first half of 2021. It highlights the impact of the pandemic, technological advancements, and shifting consumer preferences on how content is accessed, consumed, and monetized.

Key Takeaways

Streaming Services Dominate: Streaming services account for 45% of ad views, surpassing TV Everywhere (TVE).
Programmatic Advertising Grows: Programmatic transactions represent 24% of premium video ad views, showing an 84% year-over-year (YOY) increase.
Connected TV (CTV) Leadership: CTV accounts for 60% of total ad views, with Roku (43%) and Fire TV (26%) leading the market.
Entertainment Genre Leads: Entertainment content continues to dominate, making up 92% of all premium video ad views.
Live Content is Popular: 51% of ad views are driven by live content, with long-form on-demand content following closely at 37%.
Consumer Preferences Shift: 20% of consumers expressed interest in replacing paid subscriptions with free ad-supported streaming services (FASTs).

Viewer Evolution in 2021

Ad Views Continue to Grow

The first half of 2021 shows a 50% YOY growth in ad views, driven by increased streaming activity.
Consumers are shifting to digital platforms for content consumption, with a preference for "big screen" devices.

The "Big Screen" Remains a Top Choice

CTV remains the preferred format, with 60% of all ad views.
Roku and Fire TV continue to lead in CTV ad views, capturing 43% and 26% respectively.
Smart TV manufacturers are also investing in their native apps to compete with Roku and Amazon.

Entertainment Genre & Live Content are Front and Center

The entertainment vertical continues to dominate the premium video ecosystem, accounting for 92% of ad views.
Streaming services like Paramount+ and Peacock offer diverse content, while others like Warner Media focus on specific genres (e.g., HBO Max for entertainment, CNN+ for news).

Industry Response to Consumer Trends

Streaming Services Overtake TV Everywhere

DTC streaming services have overtaken TVE in ad view share, driven by new launches like Discovery+, Paramount+, and HBO Max (with an ad-supported tier).
This shift increases the complexity and fragmentation of viewing choices for both consumers and advertisers.

Programmatic Steps Up to Meet Market's Evolution

Programmatic advertising has become more prominent, with 24% of premium video ad views being programmatic in H1 2021.
This reflects an 84% YOY growth in programmatic ad views, indicating a growing reliance on automation for ad buying.

Addressability Gains Momentum

Advertisers are increasingly seeking customized and targeted ad experiences.
The industry initiative Go Addressable was introduced in June 2021 to standardize and simplify addressable TV advertising.
92% of marketers are adopting audience-based buying, according to the Advertising Perceptions survey.

Conclusion

The 2021 viewer evolution is marked by a continued shift towards streaming, connected TV, and programmatic advertising. The premium video marketplace is adapting to these trends by enhancing data capabilities, improving targeting, and expanding content offerings. As consumer behavior evolves, the industry must remain agile and data-driven to meet changing demands.

Authors

Julia Zangwill: Director in FreeWheel's Global Advisory Services, specializing in addressability enablement, monetization strategy, and unification assessment.
Hanna Tran: Senior Manager in Advisory Services, with expertise in change management analysis, operation strategy, and organizational scaling.
Haley Glazer: Senior Consultant in Advisory Services, focusing on industry benchmarking, network optimization, and analytics enhancements.

Glossary

Ad Completion Rate: Percentage of ads completed once started.
Addressable TV: Ability to target ads to individual devices or users.
Ad View: Each time an ad is displayed.
Connected TV (CTV): TV with internet access via OTT devices, smart TVs, etc.
Content Vertical: Categories like news, entertainment, sports.
Deal ID: Unique identifier for programmatic transactions.
Direct-sold: Ad deals negotiated directly between publishers and advertisers.
Distributor: Party managing the platform for content and ads.
Dynamic Ad Insertion (DAI): Inserting different ads into the same ad break.
Linear: Scheduled, ad-supported TV with uniform ads.
Long-form: Video content 10 minutes or longer.
Mid-roll: Ads during content playback.
Multichannel Video Programming Distributor (MVPD): Providers of pay TV via satellite or cable.
Pre-roll: Ads before content starts.
Premium Video: Professionally produced, rights-managed content.
Programmatic: Automated ad buying process.
Publisher: Owner or licensor of content.
Set-top Box Video On Demand (STB VOD): On-demand content via set-top boxes.
Streaming Services: Ad-supported platforms with live and on-demand content.
TV Everywhere (TVE): Services allowing access to subscribed channels anywhere.
Video View: Counts when the first frame of content is displayed.
Virtual MVPD (vMVPD): Digital-only pay TV alternatives.

Sources

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

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