This guide uncovers the key insights and emerging trends shaping the future of the streaming industry, drawn directly from survey responses from executives, among streamers, local broadcasters, and platform representatives across the U.S. and Europe. Their perspectives provide a comprehensive view of the industry’s direction as we look ahead.
The streaming industry is betting big on live sports. The message is clear – sports will be everywhere, driving the next wave of streaming evolution. But is that actually true? Findings from Looper Insights reveal a major disconnect between industry ambitions and consumer behavior, questioning whether live sports can truly sustain the level of investment being poured into it.
This new study by CTAM and HarrisX, which examined the viewership experience of the Super Bowl LIX, revealed that streaming surpassed set-top box viewing for at-home audiences, but STBs provided a more reliable experience, with streamers—especially non-cable customers—reporting more issues.
*Available to CTAM members only.
2025 Evolution Of Sports: What’s the Score? Wave 3
As rights continue to shift across broadcast, pay TV, streaming, and direct-to-consumer, it is becoming increasingly important to understand the value of sports content for all stakeholders. Discover how fans and consumers value and consume sports and sports-adjacent content from live viewership to alternative broadcasts, sports betting, podcasts, and more.
TransUnion Whitepaper 2024: Better Understand Your Customers: Four Steps to Creating Actionable Segmentation
Did you know that 80% of consumers expect a personalized experience when shopping, and many will abandon their carts or choose a competitor if they don’t receive one? This report includes swift segmentation initiatives that achieve positive return, including:
- Using a segmentation to specifically address website personalization for unauthenticated visitors.
- Integrating internal and external data to provide depth, breadth and accuracy and a winning combination emerges when you bring all your first- and third-party data into single views of your consumers, supported by an authoritative identity methodology.
- Layering in multiple use cases: While there may be 50 distinct segments that “live” within your customer base, different slices of these 50 segments may be relevant for different marketing initiatives.
Visit TransUnion to learn more.
Content + Connectivity Consumer Insights: Opportunities for the Future Video Viewing Ecosystem
CTAM Commissioned Study with MAGID Research
June 2024
With consumers facing an ever-growing complexity of video service options, discover how to create a centralized experience to simplify, optimize and personalize their viewing experience.
*Available to CTAM members only.
2024 Evolution of the TV Set
Hub Entertainment Research
June 2024
In 2024, Smart TVs, with their advanced viewing features and declining prices, are becoming the dominant device for home TV and streaming, surpassing streaming media players due to their all-in-one convenience and improved operating systems that influence viewing habits.
CTAM Wired Webcast: Streaming TV’s Great Divide
January 25, 2024
Challenged budgets are impacting retail spend and fostering SVOD cycling as consumers pay 32% more for groceries and 26% more for general merchandise products then before the pandemic. Explore the resulting great divide between basic and premium TV and perceptions of bundles that offer MVPDs new revenue streams.
*Available to CTAM members only.
Thinking Out Loud
Thinking Out Loud
In this engaging podcast series, join CTAM President & CEO Vicki Lins as she chats with media and entertainment leaders about strategy, creativity, and marketing innovation. Past episodes include exclusive interviews with top executives from Xumo, AMC Networks, Warner Bros. Discovery, Cineverse, Charter, National Geographic, and more!
