Accelerated complexity and fractionalization of video and audio content is the #1 challenge
for advertisers in 2022.
Fractionalization challenges advertising’s reach—a growing number of options within each channel and many are non-addressable (Netflix, Prime, Disney+, Apple Music, Amazon, etc.). But fortunately, TV/Video content consumption continues to grow as many players create exclusive content for individual channels—more and more streaming options (Peacock, Paramount+, Tubi, etc.) and luckily addressable media is on the increase.
While the gap is narrowing, time spent with live and recorded TV still outpaces time spent with digital video (viewing on computers/mobile devices, game consoles, connected TV’s and OTT devices).
Audio options also expanding…growth in podcast listening is fueling growth in addressable streaming audio audiences.