Gone are the days when streaming was cheap and viewers could binge-watch TV shows with no interruptions, says NUS Business School’s Samer Elhajjar.
New: You can now listen to articles.SINGAPORE: You are sitting in front of your television, scrolling through the movie options on the streaming platform that you pay for every month, when all of a sudden an advertisement pops up. You realised you have no way of navigating out of the ad except to sit through it. Frustrating?on the streaming platform unless they pay an additional US$2.99 every month to go ad-free.
For instance, Netflix plans to spend US$17 billion on content in 2024, up from US$13 billion in 2023, while Disney’s budget is projected to hit US$25 billion this year. As competition intensifies and consumer expectations evolve, the reliance on subscription revenue alone is becoming increasingly untenable.
Many would assume that while ads might keep subscription costs down, the compromise in viewing experience could push subscribers to other platforms over time. 64 per cent of US users would rather watch ads if it means saving on subscription costs, versus the remaining 36 per cent who would prefer to avoid ads with an ad-free option subscriptionPlatforms like YouTube and Spotify have successfully reached a compromise, offering free versions supported by ads alongside premium ad-free subscriptions. Despite the presence of ads, these platforms remain immensely popular among users.
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