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The MoneyAs streaming offerings multiply and consumers eventually fatigue on too many subscriptions, ad-supported services are well-positioned to succeed. With viewers only willing to pay monthly subscription fees to a handful of services, streaming providers will be more likely to offer ad-supported content, and more advertising dollars will move into streaming. But in order to capitalize on its potential, the streaming industry needs to sort out a number of technical ad delivery issues that other mediums have not had to face.
Devices Continue the Streaming BattleAs streaming providers vie to drive viewer attention to their services, device manufacturers are also engaged in the streaming wars. Whether pertaining to the age-old battle between Android and iOS or the battle for the living room waged between Roku and Amazon, hardware will play an important role in the streaming industry. Devices are also positioning to gain from the surge of advertising dollars, as they may advertise themselves or offer a limited piece of the puzzle to streaming providers which are trying to understand their viewers for personalization and targeting. First-party data will be critical, as antiquated ratings services become obsolete. But only a piece of the puzzle via devices will not solve the key challenge the industry faces today, which is true understanding of the viewer across disparate devices, geographies, and streaming services including social media.
Final ThoughtsWith television a touchstone of culture, it is clear that streaming must honor the traditions of past formats and deliver on its potential for compelling, personalized, delightful viewing experiences anywhere, anytime. The television industry is in the transition to streaming, with acceleration of growth, increased advertising dollars and personalization, the growing sway of social media, and further fragmentation of viewing on the horizon. Quality of the entire video stream across content and ads, as well as a complete understanding of the viewer journey across content, device, platform, and geography, will be crucial for the streaming industry to progress to its potential. 2b1af7f3a8