Streaming Media s Tim Siglin interviews Paramount Advertising COO Steve Ellis at Streaming Media NYC 2024. Ellis discusses the growth of ad-supported streaming and Paramount s role as a pioneer in this space, and he highlights the importance of full-episode programming in reaching and engaging audiences effectively. He and Siglin also talk about the new Nielsen gauge measurement that shows the total reach of audiences across all premium publishers and YouTube, and he emphasises the need for effective ads that align with the objectives of awareness, consideration, and last-click attribution.
The recent Subscription Wars report commissioned by U.K.-based digital payments tech company Bango points to consumer dissatisfaction with the fractured state of subscription services in general and the increasing appeal of indirect subscription options and super-bundles of aggregated services sold through telcos like Optus in Australia. Perhaps it s another sign of less-than-inspiring times that the best thing consumers say streaming services can do for them is to stop standing out from the crowd and start disappearing into it.