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1、VIDEO MARKETPLACE REPORTTHE EXPANSION OF STREAMING1H 2024The FreeWheel Video Marketplace Report highlights the changing dynamics of how enterprise-class content owners and distributors are monetizing premium digital video content.The data set used for this report is one of the largest available on t

2、he usage and monetization of professional,rights-managed ad-supported video content worldwide and is based on aggregated advertising data collected through the FreeWheel platform.In this edition of the VMR,we explore video advertising trends for the first half of 2024(1H 2024).This report includes f

3、indings that build on the insights unveiled in the previous VMR(2H 2023)in both the United States(U.S.)and Europe(EUR).*#FreeWheelVMR*European countries included:Belgium,Denmark,Estonia,Finland,France,Germany,Italy,Latvia,Lithuania,Netherlands,Norway,Spain,Sweden,and the United Kingdom.Data Note:1H

4、2024 Video Marketplace Report utilizes an updated methodology to identify ad views by geographic region as the premium video ecosystem continues to expand globally.This new methodology has been retroactively incorporated into the year-over-year growth calculations.1H 2024TABLE OF CONTENTSIntroductio

5、n.4Evolution of Streaming in the Premium Video Ecosystem.5Key Takeaways.6Ad Views Continue to Rise.7Programmatic Shows Growth.8Programmatic Deal Type Usage Differs by Geography.9CTV Remains the Top Device Type.10The Big Screen Experience Is Key.11What Audiences Are Watching.12Operator Authentication

6、 Platforms Lead in EUR,OTT Dominates in the U.S.13Use of Audience Targeting Grows.14Conclusion.16About The Authors.17Glossary.18Sources.193|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.INTRODUCTIONConstant change is a familiar concept to the streaming ecos

7、ystem.Across geographic regions,publisher business models,addressability,live and video on demand(VOD),and distribution platforms,the industry has experienced rapid change requiring adaptation and creating new opportunities.FreeWheel Advisory Services has outlined significant shifts from the past fi

8、ve years in its Evolution of Streaming in the Premium Video Ecosystem timeline.Live sports,subscription bundling,and retail media are avenues where expansion continues.LIVE SPORTS GROWTHThe first half of 2024 saw major multiscreen TV sporting events including the most-watched basketball game since 2

9、019(NCAA 2024 Womens Championship)and the most-watched Super Bowl in history(Super Bowl LVIII).1 In June/July,ITV aired this years UEFA Euro 2024 with their streaming platform,ITVX,hitting a new milestone of 16.8 million streams for the England v.Netherlands semi-final.2 With the ongoing success of

10、tentpole events,live streaming presents a growing opportunity for both publishers and advertisers to reach and target millions of simultaneous viewers.SUBSCRIPTION BUNDLE EXPANSIONIn May 2024,Comcast announced a new streaming bundle of Peacock,Apple TV+,and Netflix called Xfinity Stream Saver.The sa

11、me month,Disney and Warner Bros.Discovery announced a new bundle offering of Disney+,Hulu,and Max available in both the ad-supported and ad-free tiers.This harkens back to the days of cable television bundling where audiences pay one fee for access to a wide range of entertainment.For viewers lookin

12、g to access multiple platforms,bundling can lower overall costs and limit the experience of fragmentation.STREAMING AS A PERFORMANCE VEHICLEIn the United States(U.S.),retail media businesses within major retail companies have invested in opportunities to scale with connected TV(CTV),exemplified in A

13、lbertsons 2024 launch of Collective TV and Walmarts plan to acquire Vizio.In Europe(EUR),there has been an acceleration of initiatives enabling brands to improve the effectiveness of their campaigns by better targeting viewers through broadcasters and retail media tie-ups which allows retail data to

14、 be matched with broadcasters VOD viewing data,enabling brand owners to understand who purchased the product amongst consumers exposed to an ad.This Video Marketplace Report analyzes premium video viewership during the first half of 2024,exploring ad views across devices,transaction types,content ty

15、pes,and more.4|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.Evolution of Streaming in the Premium Video Ecosystem“The premium video streaming landscape continues to get more competitive as new direct-to-consumer(DTC)offerings hit viewer screens.In November

16、 2019,Apple TV+and Disney+debuted with NBCUs Peacock and Warner Medias HBO Max set to follow in 2020.Read More gMAJOR STREAMING SERVICES LAUNCH20192020“The explosive growth of CTV and streaming services changes audience behaviors and expectations,creates new advertising opportunities for marketers,a

17、nd transforms the TV landscape for publishers.”Read More gAUDIENCE BEHAVIORS SHIFT2021”In the first half of the year,DTC surpasses TV Everywhere(TVE)for the first time in the U.S.”Read More gDIRECT-TO-CONSUMER DOMINATES2022“Free ad-supported streaming television(FAST)opens the floodgates for publish

18、ers to monetize content while giving viewers the experience they crave a live linear experience like having a cable subscription.”In EUR,TVE continues to gain momentum as new streaming services from major broadcasters grow rapidly.Read More gFAST CHANNELS REDEFINE DISTRIBUTION2023“The growth of live

19、 video content on streaming presents a synergistic opportunity to bridge traditional live TV with the digital ecosystem.”Read More gTHE LIVE OPPORTUNITY GROWS2024This report explores the expansion of streaming in the first half of 2024.The second half of this year will capture data from the Paris 20

20、24 Summer Olympics and Paralympics,and the peak of U.S.election season.STREAMING EXPANDSThe above quotes are sourced from FreeWheels historical Video Marketplace Reports.5|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.KEY TAKEAWAYS1 PROGRAMMATIC EXPANDS:Pro

21、grammatic ad views have increased by double digits in the U.S.(+15%)and EUR(+41%)as publishers in both geographic regions continue to leverage this transaction type.2 CONNECTED TV DOMINATES:CTV has grown+31%in EUR,making it the primary device type(46%)through which viewers watch ad-supported content

22、.CTV remains strong in the U.S.,capturing 83%of ad views in the first half of 2024.3 ADDRESSABILITY IS ON THE RISE:Audience targeting has drastically increased,with ad views that use audience targeting rising+39%in the U.S.and+23%in EUR compared to the first half of last year.4 LIVE STREAMING IS PRE

23、DICTED TO GROW:As viewers continue to leverage streaming,it is anticipated that the second half of this year will see growth in live sports ad views due to major tentpole events including the Paris 2024 Summer Olympics and Paralympics.6|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Co

24、mpany.All rights reserved.Ad Views Continue to RiseAd viewership continues to grow in both the U.S and EUR with ad views across both geographic regions up+11%year-over-year(YOY).GROWTH ACROSS THE INDUSTRYAccording to Nielsen,streaming surpassed both broadcast and cable in the U.S.in June 2024,with s

25、treaming at 40.3%of viewing time.3In France,streaming service TF1+reached 4 million viewers daily and 33 million monthly only six months after launch.4 Similarly,in the United Kingdom,Barb data reports that Channel 4s proportion of total viewing via streaming was up+29%YOY in the first half of 2024.

26、5CHART 1AD VIEW GROWTH1H 2023 vs.1H 2024United StatesEuropeU.S.+EUR+8%YOY+29%YOY+11%YOYSource:FreeWheel Video Marketplace Report,1H 2024.The Expansion of Streaming.7|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.Source:FreeWheel Video Marketplace Report,1H

27、2024.The Expansion of Streaming.Ad views from programmatic transactions have seen an increase of+15%in the U.S.and an outstanding+41%in EUR compared to the first half of last year.However,the percentage of programmatic compared to non-programmatic ad views is smaller than in prior Video Marketplace

28、Reports.Below are two drivers of this nuance:Non-programmatic transactions have grown at a faster rate than programmatic transactions,likely due to major 2024 live events and the heavy reliance publishers have on non-programmatic for live tentpole content.1H 2024 VMRs new data methodology accounts f

29、or a portion of the percentage shift as the delineation between U.S.and EUR ad views becomes more refined.Theres much disparity between European programmers when it comes to programmatic;while some have started to embrace programmatic,others have shied away from opening supply to a bidding marketpla

30、ce due to complexity and data concerns.However,the potential for growth in this type of demand is compelling,particularly with the booming audience consumption on CTV/over-the-top(OTT).Programmatic Shows GrowthProgrammatic:Programmatic and Marketplace Platform Exchange(MPE)Non-Programmatic:Direct So

31、ld,Reseller Sold,and Marketplace Platform Private(MPP)CHART 3PROGRAMMATIC VS.NON-PROGRAMMATIC1H 2024CHART 2PROGRAMMATIC AD VIEW GROWTH1H 2023 vs.1H 2024United StatesEuropeU.S.and EUR ad view data sets are not equivalent in size.U.S.21%PROGRAMMATIC79%NON-PROGRAMMATICEUR16%PROGRAMMATIC84%NON-PROGRAMMA

32、TIC+15%YOY+41%YOY8|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.The U.S.and EUR continue to differ in deal type selection,with EUR relying largely on programmatic guaranteed(PG)deals(58%).Predictability,regulatory compliance,control and publisher preferenc

33、e are amongst the key reasons that make PG a favored approach in EUR.On the other hand,the U.S.relies more heavily on non-guaranteed(78%)partially due to the dominance of CTV and FAST channels.Programmatic Deal Type Usage Differs by GeographyGuaranteed:Deal type includes Programmatic Direct Non-Guar

34、anteed:All other programmatic deal typesCHART 4PROGRAMMATIC VIEWS BY DEAL TYPE1H 2024U.S.22%GUARANTEED78%NON-GUARANTEEDEUR58%GUARANTEED42%NON-GUARANTEEDSource:FreeWheel Video Marketplace Report,1H 2024.The Expansion of Streaming.9|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.

35、All rights reserved.CHART 5AD VIEW COMPOSITION BY DEVICE1H 2024CHART 6PROGRAMMATIC AD VIEW COMPOSITION BY DEVICE1H 2024U.S.EUR83%CTV9%Mobile3%STB VOD5%Desktop46%CTV21%Mobile21%STB VOD12%DesktopSource:FreeWheel Video Marketplace Report,1H 2024.The Expansion of Streaming.CTV Remains the Top Device Typ

36、eU.S.viewers still prefer CTV devices to access ad-supported premium video content,accounting for 83%of total ad views.In EUR,similar dynamics appear with CTV device usage now at 46%and overall ad views on large screens(CTV and set-top box)reaching 67%in the first half of 2024.In both the U.S.and EU

37、R,differences become more apparent when focusing on programmatic transactions.Of the pool of ad views from programmatic transactions in the U.S.,CTV accounts for 87%.Meanwhile,EUR ad views from programmatic transactions on CTV are at 28%,with a significant number of programmatic transactions occurri

38、ng on mobile devices(33%).U.S.EUR87%CTV9%Mobile1%STB VOD3%Desktop28%CTV33%Mobile25%STB VOD14%Desktop10|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.U.S.and EUR ad view data sets are not equivalent in size.CHART 7CTV GROWTH1H 2023 vs.1H 2024United StatesEur

39、ope+14%YOY+31%YOYThe Big Screen Experience Is KeyAd views from CTV increased+14%in the U.S.and+31%in EUR,illustrating the continued growth of this large screen device type for ad-supported premium video.While the viewing experience starts with the content,it extends to the ad experience.A recent rep

40、ort by NBCUniversal and FreeWheel notes that big screen experiences with limited interruptions on network and streaming providers were more likely to be described as high-quality.6 A carefully crafted ad experience with limited ads per break and number of breaks per hour is critical to build a high-

41、quality experience and positive brand sentiment.To learn more about what audiences consider a high-quality viewing experience and what it means for publishers and advertisers,download the report,Prescribing Premium.Source:FreeWheel Video Marketplace Report,1H 2024.The Expansion of Streaming.11|FreeW

42、heel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.Short-form video is classified as video content under 6 minutes in duration.Source:FreeWheel Video Marketplace Report,1H 2024.The Expansion of Streaming.What Audiences Are WatchingEUR22%LIVE78%VOD7%SHORT-FORM93%LONG-

43、FORMVODU.S.VOD54%LIVE46%VOD10%SHORT-FORM90%LONG-FORMVMR categorization of“live”includes FAST channels.Mechanically,ad requests for FAST set“mode=live”.Linear addressable is not included in report data.Ad-supported content in the U.S.is split between live and VOD at 54%and 46%respectively.Live sports

44、 is a significant pull for U.S.viewers as demonstrated in January 2024 with the NFLs AFC Wild Card on NBCUniversals Peacock.This was the first exclusively streamed NFL playoff game(plus linear local markets),reaching 23 million live viewers.7 These types of ad-supported live streaming events in the

45、U.S.show a stark difference from EUR where 78%of ad views in the first half of 2024 ran on VOD content.However,live has still grown in EUR compared to the same period last year.With recent streaming successes from large sports events such as the Euro 2024,Roland Garros,and the Tour de France,live in

46、 EUR is likely to show an upward trend moving forward.CHART 8AD VIEW COMPOSITION BY CONTENT TYPE1H 202412|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.Operator Authentication Platforms Lead in EUR,OTT Dominates in the U.S.Use of OTT platforms in the U.S.ro

47、se to 71%in the first half of 2024 with FAST and DTC services accounting for the majority of these ad views.Meanwhile,EUR saw an increase in the already dominant operator authentication platform type,distributing 84%of ads.This is partly due to the recent success of broadcasters TVE apps as consumer

48、s get more accustomed to digital access to premium video content.CHART 9AD VIEWS BY DISTRIBUTION PLATFORM1H 2024Source:FreeWheel Video Marketplace Report,1H 2024.The Expansion of Streaming.OTT categorization includes vMVPD,DTC,FAST,Digital Content Aggregators.Operator Authentication categorization i

49、ncludes TV Everywhere and STB VOD.U.S.EUR71%OTT29%OPERATOR AUTHENTICATION16%OTT84%OPERATOR AUTHENTICATION13|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.Use of Audience Targeting GrowsADDRESSABILITY SHIFTS Google reversed its plans of cookie deprecation on

50、 Chrome,maintaining third-party cookies as a mechanism for publishers to better understand individual viewers on supported devices.8 Simultaneously,other challenges persist due to increased regulations in the U.S.and EUR,fragmented viewership,and proliferated identifiers across devices including CTV

51、.These challenges highlight the importance for publishers to consider a first-party data strategy to optimize delivery of audience-targeted campaigns while preserving the viewer experience.Check out FreeWheels Expanding the Addressable Universe:Publisher First-Party Data to learn more about the appr

52、oach publishers can take in this direction.14|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.Ad views utilizing audience targeting increased by double digits in both the U.S.(+39%)and EUR(+23%)as publishers better leverage their first-party data and audience

53、 targeting capabilities to reach intended viewers.In the U.S.,behavioral targeting remains more popular(57%)while EUR maintains heavy use of demographic targeting(69%).CHART 11AUDIENCE SHARE OF TARGETED CAMPAIGNS1H 2024CHART 10AUDIENCE TARGETING GROWTH1H 2023 vs.1H 2024U.S.and EUR ad view data sets

54、are not equivalent in size.Source:FreeWheel Video Marketplace Report,1H 2024.The Expansion of Streaming.EUR69%DEMO31%BEHAVIORALU.S.43%DEMO57%BEHAVIORALEuropeUnited States+23%YOY+39%YOY15|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.The expansion of streami

55、ng is,in part,due to consumer demand for convenience,variety,and affordability of premium video access.As ad views grow,so do chances for publishers and advertisers to better reach intended audiences across devices,distribution platforms,and content types.Addressability has become an increasingly pr

56、ominent component of the conversation,where a first-party data strategy can add unique value to a publishers overarching audience and identity strategy.The double-digit increases in use of audience targeting during the first half of 2024 exemplify the prevalence of audience targeting capabilities in

57、 both the U.S.and EUR.Live events are anticipated to further drive ad viewership in the second half of 2024,with major opportunities to interact with engaged audiences in real time.Coverage of the Paris 2024 Summer Olympics and Paralympics successfully captivated viewers across the globe with live a

58、nd on-demand premium video of the worlds top athletes.Now,the U.S.political season is in full force as the November 2024 election nears,a significant period for political ad spend.The Paris 2024 Summer Olympics and Paralympics and the current U.S.political season will be covered in greater detail in

59、 FreeWheels 2H 2024 Video Marketplace Report,analyzing data from the second half of 2024.As change continues within streaming,publishers have a growing opportunity to refine the viewer experience and to reach audiences across the digital ecosystem.CONCLUSION16|FreeWheel VMR|1H 2024|#FreeWheelVMR 202

60、4 FreeWheel,A Comcast Company.All rights reserved.BRIDGET GREANEYLead Consultant on FreeWheels Advisory Services team,identifying and resolving unique challenges faced by media clients across premium video.Prior to FreeWheel,Bridget spent years on the production side of the film and television indus

61、try,later completing her masters degree in Business Administration.EMMANUEL JOSSERANDSr.Director,Agency,Brand&Industry Relations,Emmanuel leads FreeWheels advocacyefforts in Europe through variousbuy-and sell-side councils and forums,to champion the value of the premium video economy and TV as a mar

62、keting platform.MICHELLE LEESr.Consultant on FreeWheels Advisory Services team,providing industry and platform expertise to media clients to strategically drive inventory monetization and product adoption.Prior to FreeWheel,Michelle has been in the Programmatic AdTech space,working at various SSPs a

63、nd DSPs.HANNA TRANDirector on FreeWheels Advisory Services team,where she manages strategic client accounts as they navigate the ever-evolving premium video ecosystem.Her areas of expertise include change management analysis,operation strategy,and scaling of organizational capabilities.Prior to Free

64、Wheel,Hanna worked in the financial services industry.ABOUT THE AUTHORS17|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.GLOSSARYAd View Occurs each time an ad is displayedBehavioral Targeting Targeting consumers based on their activities(e.g.,shopping habit

65、s)CTV(Connected Television)A television set that is connected to the internet via OTT devices,Blu-ray players,streaming box or stick,and gaming consoles,or has built-in internet capabilities(e.g.,a Smart TV)and can access a variety of long-form and short-form web-based contentDeal A programmatic tra

66、nsaction between advertisers and publishersDemo Targeting Targeting consumers based on demographic information such as age and genderDigital Content Aggregator A service where the platforms owner does not own the content but collects content from multiple sources and makes it available in one place(

67、e.g.,Crackle,Dailymotion)DTC(Direct-to-Consumer)Subscription-based service offered directly from Content Owner to watch owned content without a distributor subscriptionEUR Includes the following countries:Belgium,Denmark,Estonia,Finland,France,Germany,Italy,Latvia,Lithuania,Netherlands,Norway,Spain,

68、Sweden,and the United KingdomFAST(Free Ad-Supported Streaming Television)Ad-supported live streaming without a subscription(e.g.,Tubi,PlutoTV)Guaranteed Deals A transaction priority that ensures available supply by guaranteeing purchase of a set number of impressionsLive Content that viewers are wat

69、ching in the same real-world time and experience simultaneous commercial breaksLong-Form Video content 6 minutes or longerMobile Content viewed on mobile devices and appsMPP(Marketplace Platform Private)A transaction type in FreeWheels Marketplace that allows for private transactions between a speci

70、fic buyer and sellerNon-Programmatic Direct sold inventory that is not programmatic(i.e.,Direct Sold,Reseller Sold,MPP)Operator Authentication Encompasses streaming distribution platforms(including live and VOD content)that require a cable/satellite subscriptionOTT(Over-the-Top)Content distributed t

71、o viewers over the internetPerformance Vehicle A concept that results in measurable outcomes across the marketing funnel,from brand awareness to sales activationProgrammatic The use of automation software or managed services to execute an advertising dealPublisher Owner or licensor of content(conten

72、t rights owner)Short-Form(Clips)Video content less than 6 minutesSTB VOD(Set-Top Box VOD)Accompanies a cable/broadcast/satellite setup;contains a cable input and outputs to a TVTVE(TV Everywhere)Services that accompany a cable/satellite subscription,allowing a customer to watch the channels in their

73、 package anywhere,both inside and outside the home,without a set-top boxvMVPD(Virtual Multichannel Video Program Distributor)Streaming services that deliver live and on demand content over the internet in a linear fashion without a Multiple Systems Operator subscriptionVOD(Video on Demand)Programmin

74、g that lets a viewer select and watch a video(e.g.,movie,TV episode)whenever they choose,rather than at a scheduled broadcast time18|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.SOURCES1|FreeWheel.“Its Only Live Once:How TV Advertisers Can Capture Audience

75、s in the Moment.”June 2024.2|ITV.“Peak of 21.6 million watch England victory across ITV1 and ITVX.”July 11,2024.3|Nielsen.“Time Spent Streaming Surges to Over 40%in June,the Highest Share of TV Usage in the History of Nielsens The Gauge.”July 2024.4|TF1 Le Groupe.“Press Release:TF1 Becomes Frances F

76、irst Free-To-View Aggregation Platform.”July 10,2024.5|Channel 4.“Channel 4 outpacing the market as record streaming audiences drive overall viewing growth in 2024.”June 24,2024.6|FreeWheel and NBCUniversal.“Prescribing Premium.”September 2024.7|NBCUniversal.Peacock Exclusive AFC Wild Card Game Is B

77、iggest Live-Streamed Event In U.S.History&Drives Internet Usage To Single Day U.S.Record.January 15,2024.8|CBS News.“Google reneges on plan to remove third-party cookies in Chrome.”July 22,2024.19|FreeWheel VMR|1H 2024|#FreeWheelVMR 2024 FreeWheel,A Comcast Company.All rights reserved.The FreeWheel

78、Video Marketplace Report highlights the changing dynamics of how enterprise-class content owners and distributors are monetizing premium digital video content.The data set used for this report is one of the largest available on the usage and monetization of professional,rights-managed ad-supported video content worldwide and is based on aggregated advertising data collected through the FreeWheel platform.More Information Sean Merriweather Executive Director,Advisory Services 1H 2024