Paramount+ gears up for 2025 as Amazon’s ad tier rolls out in a scalable way – but four streamers pose problems for TV, as well as Meta and Google

Paramount+ gears up for 2025 as Amazon’s ad tier rolls out in a scalable way – but four streamers pose problems for TV, as well as Meta and Google

Loads, rates, prices

Amazon has been light on ad loads, with Binge understood to be subject to a four-minute hourly cap. According to Bisson, the majority of this – based on US viewing on the platform – appears in pre-roll, meaning before the content is shown, rather than during the show itself.

“Right now, when we compare Amazon to others, they definitely follow a very low ad load strategy, or they appear to follow one,” he said. “I’m not entirely sure if that’s because they’re not selling it or if that’s a definitive strategy, but I suspect it’s the latter.”

Certainly in the first months when their ads started running, “They’re going to want to see how the performance is, how advertisers are responding, how their customers are responding,” Bisson added. “Ultimately, their interest is to protect the Prime account“T.”

Meanwhile, Netflix’s ‘Basic with Ads’ package has seen buyers claim it has seen some viewership growth after it launches in Australia in late 2022, leading some to question Netflix’s long-term commitment to advertising and complain about $65 CPMs.

In his time 2024 preliminary presentation in MayThe publisher said it had 40 million monthly users globally in its advertising tier – almost double the 23 million figure was announced just four months ago. and 8 times the claimed launch numbers. On a similar trajectory, Australian numbers would be in the low to mid hundreds of thousands. The company claims that 40 per cent of sign-ups in countries where ads are live are now made to the ad tier.

Netflix, the only company that is a pioneer in this market but has no existing advertising infrastructure, has taken steps to address issues with its buy-side user experience and He announced in May that he would launch his own ad tech companyafter initially partnering with Microsoft. Meanwhile, Google has also brought The Trade Desk and Magnite into the programmatic buying side.

Global platform takeovers Binge and Paramount+ are run locally by sales teams from Foxtel Media and Paramount. This presence and sales know-how means they can cast a wider net across their advertising audience than the much leaner local sales arms of Netflix and Amazon.

Binge took the immediate scaling route when it launched its ad tier last March, moving around 400,000 users to an ad-supported plan, and based on early buyer feedback, the offering has been well-received.

Paramount, meanwhile, was prepared for a much slower build, offering bundles across both Paramount+ and Network 10 assets to ensure delivery. As global ad sales chief Lee Sanders told Mi3 earlier this year, the company hopes a low price point will get ad tier subscriptions moving quickly — at $6.99, it’s the cheapest streaming offering on the market (see how others rank below).

*Stan charges an additional $15 fee to access Stan Sports, in addition to the customer’s basic plan
Service Advertising layer Standard (no ads) Prize
Amazon Prime Video $9.99 $12.99 None
Realm $10.00 $18.00 $22.00
Disney+ None $13.99 $17.99
Netflix $7.99 $18.99 $25.99
Paramount+ $6.99 $10.99 $13.99
Stan None $12.00 21*