Breaking Down the Decline of Ad Prices In Streaming

Breaking Down the Decline of Ad Prices In Streaming

News by Roberto Orosa
Published: November 27, 2023

In the realm of streaming services, there's been a notable shift in ad prices over the past year.

Netflix has reduced its ad prices by around 30%, down from the initial cost per mille (CPM) rate of up to $65. This change reflects a wider trend as other platforms have adapted their pricing structures like Disney+, which initially aimed for a $50 CPM but has since lowered prices by an estimated 20%.

Streaming giants like Netflix and Disney+ demanded high prices for advertisers seeking access to their premium content. However, as the market adjusted to increased ad space and economic uncertainties, the cost of streaming ads has witnessed a significant decrease.

Prime Video's entry into the ad-supported streaming arena early next year is also expected to impact pricing schemes.

With a substantial user base of 115 million monthly U.S. users, advertisers gain access to this audience unless users choose to opt-out by paying additional costs. This not only broadens the advertising landscape but also marks a departure from Netflix's ad strategy.

Streaming Prices Among Platforms Remain Divided

A prevailing trend of widespread discounting has emerged, characterized by ad buyers as a "Black Friday of deals." Streaming ad prices have reportedly decreased by 5-10% over the past year, indicating an increased supply of ad space.

Interestingly, the Hollywood strikes have made a significant impact on ads on films, TV shows and streaming services, as ad spending decreased 22% year over year to $2.9 billion between May and October, according to MediaRadar.

Now, advertisers are spreading their money across different services and cheaper FAST channels, making the market more balanced.

Looking into individual streaming services, Amazon sets its ad prices in a range of $13 to $35, with variations based on its diverse offerings, including Freevee, Amazon Fire and live sports.

Disney+, despite its emphasis on prestige content, offers its Basic tier with ads in the range of $22 to $40. Meanwhile, ESPN+ leverages its live sports feed, positioning its ad prices between $38 and $48.

Hulu, with its established presence since 2007 and a subscriber base of 48 million, maintains ad prices ranging from $18 to $31. The market is diversifying further with newer entrants like Max, a Warner Bros. Discovery offering, priced between $33 and $53.

In contrast, Netflix's ad tier ranges from $38 to $55, signaling a competitive pricing structure.

Peacock, NBCUniversal's 2020 launch, has witnessed a significant reduction in CPMs, now ranging from $25 to $42. YouTube Select, packaging the top 5% of YouTube's most viewed content, offers a variable pricing structure between $13 and $24.

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