Number of Disney+, Max, Netflix Ad-Free Viewers May Surprise You
The adoption rate of advertising on CTV/Streaming content may be growing rapidly, but smart media planners will take a close eye on the ad-free viewership. A recent survey revealed that more than half the viewers of Disney+, Netflix and Max subscribe without ads.
This means brands are not over their reliance on linear TV. Why? Because broadcast TV reaches 91% of streamers, including those who subscribe to ad-free platforms.
Other key findings are here.
Check Out That Hot Nerd
In other surprising news, the hottest thing in fashion advertising right now is books. J. Crew hosted a literary salon and introduced a preppy line with the New Yorker; Tiffany and Co. activated a billboard campaign with deep-tracks literary quotes on love; Prada commissioned a 54-page book of short stories titled, “Ten Protagonists.”
Apparently Gen Z is the modern day Thomas Jefferson with its love of books. #BookTok and #Bookstagram have tens of millions of posts. Dua Lipa and Dakota Johnson are their generation’s Oprah with book clubs reaching fans across social media channels.
Add a turntable to an in-real-life book club gathering and you got a retro party in full swing.