Streaming’s Ascension: How Strikes, Sports Rights and Political Ad Spend Are Shaping TV’s Future in 2024

There should be no question that streaming both video and audio is the future of TV and Radio In fact streaming is already happening every day in nearly every home in the US according to new research from Comscore on the State of Streaming 2023In a very bright light for the ad industry consumers are also embracing ad supported tiers now more than ever but the forces at play stand to change TV forever1 The SAG and WGA Strikes A Catalyst for ChangeThe recent strikes by the Screen Actors Guild SAG and Writers Guild WGA have disrupted the traditional TV ecosystem Major studios faced significant delays in the production of TV shows and movies leading to gaps in the programming slate for many broadcasters This created an opportunity for streaming platforms which often have diverse content libraries and the agility to roll out new often international content rapidly As viewers face a dearth of new content on linear TV many will turn further to streaming platforms to fill the void as they did during COVID catalyzing an already burgeoning migration2 Sports Rights Streamingamp8217s New FrontierFor years live sports were the last bastion of linear TV It was believed that the immediacy and communal nature of watching sports would keep audiences tethered to traditional broadcasters However 2023 witnessed a seismic shift as major sporting events and leagues began striking deals with Apple Amazon and other streaming platforms and many more are expectedWith tech giants like Amazon Google and Apple entering the bidding wars for sports rights traditional broadcasters are finding it harder to compete As more premier sporting events become exclusive to streaming fans have compelling reasons to migrate further chipping away at linear TVamp8217s hold The promise of streaming and sports for advertisers also means a new level of targeting and reporting often yearned for by advertisers and agencies but out of reach due to broadcast39s inability to provide data and insightsImagine a full Super Bowl World Series or NCAA series entirely streamed where insights and targeting are possible Not only does this offer opportunity for brands who once could never afford live sports like local brands but it also provides a view into insights that brands have dreamt about forever3 The Power of Political Ad DollarsPolitical campaigns have always sought the most effective ways to reach voters Traditionally this meant heavy ad spends on linear TV with secure pricing However with the rise of targeted advertising capabilities the significance of digital and insights on the ability to influence an election outcome and the power that streaming platforms can therefore provide campaigns in 202324 are starting to allocate more of their TV and overall ad budgets towards streamingStreaming platforms offer campaigns advanced targeting ensuring their messages reach specific demographics and interest groups with attribution and optimization not possible in TV This efficiency not only makes political ad spend on streaming more attractive but also further legitimizes streaming platforms as primary content distributorsTo sum it all up the trifecta of the SAG and WGA strikes the transition of sports rights and the allure of political ad dollars on streaming platforms signals a profound shift in the TV landscape As viewersamp8217 habits change and content distribution evolves streaming platforms are poised to become the dominant force in the entertainment industry For advertisers content creators and audiences alike understanding and adapting to this new landscape will be essential for success in the years to comePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Streaming’s Ascension: How Strikes, Sports Rights and Political Ad Spend Are Shaping TV’s Future in 2024

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