Ad Tech Providers Respond to Consumer Malcontent with the State of Streaming

Industry experts weigh in on consumer concerns about CTV: Is SVOD dead? Is Peak TV ending? How do you explain to consumers that they need ads to help with content generation? With CTV in an era of transition, how do we make all sides of the streaming economy happy?

Last week, AdMonsters reported the consumers’ perceptions and bones of content about the CTV experience. The consumers we interviewed cited many issues of concern, including seeing ads when they pay for subscriptions and the need to subscribe to multiple services in order to see the full breadth of content they want to access.

This week, we asked multiple people who are providing advertising support to streaming providers about CTV advertising to respond to their concerns. Our interviews include:

• Anthony Gonsalves, SVP, Global Business Development, Connatix
• Jeremy Haft, Chief Revenue Officer, Digital Remedy
• Hunter Terry, Head of CTV, Lotame
• Jo Kinsella, Global President, XR

Susie Stulz: Consumer Concern: Peak TV is ending, so why should I pay for all these subscriptions?

Certainly, the pundits make this claim, noting the declining number of shows ordered by the studios. Is Peak TV really over?

Anthony Gonsalves: The slowdown of original content is a combination of the strike, some big misses on expensive originals that fell flat, and the success of reintroducing new audiences to older shows like Suits. A lot of success comes from the USA Network Blue Sky era; a Monk movie is in the works. Networks can leverage this IP at a fraction of the costs of original content that also feels new. 

That said, there continue to be hits like Stranger Things, The Boys, Reacher, etc from the major platforms. Shudder, a horror-focused platform has found continued success with its original movies scoring multiple appearances in Rotten Tomatoes’ year-end best lists. 

Streaming providers are learning the balance between being a content producer and a distributor. Being more mindful of where to bet on original content is a part of the market maturing more than a cause for panic.