Inside the streaming shift: not a war, but a “symphony”? What we learned from OTT viewers in Europe–What it means for advertisers.
The narrative around streaming has been dominated by talk of "streaming wars"—a battle for subscriptions between platforms.
But is this the story that matters most? As the industry evolves to advertising-supported tiers, we need to look beyond platform competition and understand what's happening with audiences.
Are viewers really choosing one platform over another, or are they orchestrating their own viewing experiences across multiple services? And critically for advertisers: how does this fragmentation affect campaign reach and efficiency?
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