AdGrowthWeekly | Issue No. 52

Omdia has introduced a new benchmark for ad-supported streaming, estimating that CTV platforms can generate approximately $0.21 in advertising revenue per hour of viewing under full ad-load and fill conditions. The analysis spans multiple models, including AVOD, FAST, BVOD, and hybrid subscription tiers, and finds that, despite differences in pricing and ad loads, monetization tends to converge at this level when inventory is sold efficiently. The report also highlights that services with lighter ad loads, such as subscription platforms with advertising, have additional headroom to increase revenue as they scale demand and improve fill rates. By putting a dollar figure on viewing time, the benchmark provides a standardized way to evaluate the revenue efficiency of ad-supported streaming as platforms continue to expand their advertising businesses.

FreeWheel has introduced series-level reporting for CTV, providing advertisers with visibility into campaign performance at the individual show level through direct integrations with premium publishers. The capability is built on publisher-sourced data, allowing buyers to see how ads are delivered and perform within specific programs rather than relying on broader network- or app-level reporting. Historically, CTV measurement has offered limited insight into content adjacency, making it difficult to evaluate performance at the program level. This update expands the level of detail available, giving advertisers a clearer view of where campaigns run and how they perform within premium streaming environments. The rollout reflects increasing demand for more granular measurement as CTV investment continues to grow and aligns reporting more closely with program-based planning approaches traditionally used in linear television.

FOX is expanding access to real-time TV attribution through its partnership with iSpot, making the capability available to all advertisers using FOX AdSuite rather than limiting it to larger upfront buyers. The system tracks outcomes such as website visits, store traffic, and other consumer actions tied to campaigns running across FOX’s portfolio, including broadcast, cable, and streaming inventory. Measurement is powered by iSpot’s dataset of roughly 83 million opted-in smart TVs using ACR technology, with results delivered within hours instead of the longer timelines typically associated with traditional TV reporting. Over the past year, the FOX–iSpot integration has measured more than 142 billion ad impressions, representing over 10% of total U.S. TV ad activity, as broadcasters continue to expand access to faster, outcome-based measurement across both linear and streaming environments.

NBCUniversal has reached a multi-year distribution agreement with YouTube that will make Peacock Premium available to YouTube Premium subscribers beginning in early 2027, significantly expanding the streaming service’s potential reach. The deal gives Peacock access to YouTube Premium’s 125 million global subscribers, compared to its current base of approximately 48 million paid users, representing a substantial increase in distribution scale. In addition to the bundle, NBCUniversal is extending its carriage agreement with YouTube TV and broadening the availability of its content across YouTube’s wider platform ecosystem. The agreement comes shortly after Peacock reached profitability, positioning the service to prioritize audience growth through large-scale partnerships, and reflects the continued use of bundled distribution models as media companies look to expand subscriber reach through established global platforms.

Crunchyroll and Starz have introduced a bundled subscription through Prime Video Channels priced at $16.99 per month, offering a combined discount of roughly 19% compared to their standalone prices of $9.99 (Starz) and $10.99 (Crunchyroll). The bundle brings together Crunchyroll’s catalog of 50,000+ anime episodes and films with Starz’s portfolio of original series and movies, all accessible within the Prime Video ecosystem. The launch adds to Amazon’s expanding Channels marketplace, which already aggregates dozens of third-party streaming services, and continues a broader trend toward subscription bundling as platforms look to increase distribution and reduce churn by packaging complementary content libraries under a single billing and viewing experience.

Cinema United is intensifying its opposition to the proposed $110 billion Paramount Skydance–Warner Bros. Discovery merger, with president and CEO Michael O'Leary publicly backing ongoing legal efforts to delay the transaction. The organization argues the combination would reduce competition in film distribution, concentrate negotiating power among fewer studios, and ultimately result in fewer theatrical releases. The merger would combine two of Hollywood's largest film libraries and major television assets, including CBS, HBO Max, CNN, TNT, and Paramount+, while state attorneys general challenging the deal argue the combined company would control more than 27% of the U.S. theatrical market. The transaction remains under legal review following antitrust challenges from a coalition of states and industry groups, with exhibitors continuing to monitor its potential impact on film distribution and theatrical exhibition.