Is streaming going to be the next goose that lays the golden eggs of advertising? When a new medium emerges or a new platform to access content does so, it quickly becomes an obsession for brands and, above all, it begins to be exploited with advertising.

In the case of streaming, however, its emergence knocked brands out of the game. The platforms that were starting up and that were Japan Email List conquering audiences were doing it without ads. Entering that environment, in which audiences were consuming content and more content, seemed very complicated.

However, the subscription bill – the fact that consumers are fed up with paying for subscriptions and not wanting to pay more money for new services – has opened the door for a return in advertising. The systems that the large US television networks are launching are already with advertisements and even players that had stayed away from advertising, such as HBO , have already presented models with lower prices and advertisements.

In Europe, AVoDs, ad supported video on demand systems, are still in short supply. In the United States, they are the great upward trend, setting the path that will possibly be followed in a long time also on this side of the Atlantic.

The growth of the AVoD market is to be expected. This is demonstrated, for example, by your spending intention. It is expected that overall spending on these platforms in series and movies up 144% between 2020 and 2026. These platforms will reach an investment of 66 million dollars, about 54,100 million euros in content. If AVoD platforms are going to spend more money on content, it is because they will also have better income. In markets such as India or the United States, revenues are expected to triple between 2020 and 2026.

Therefore, advertisers will spend more money on streaming advertising, or at least that is what they plan and what they are open for. Of course, for this to take hold, the industry itself will have to be careful. Right now, although advertisers want to invest in AVoD, they are in a tug of war with the platforms for their prices.