We've Got Receipts

    — Topic —

    Tv Streaming

    2 receipts tracked • 100% industry hit rate

    — Filed —

    2 receipts on Tv Streaming

    Browse all →

    RECEIPT #VRANIC

    MAY 13, 2019

    Called it.

    PREDICTION BY

    Suzanne Vranica
    “The TV ad market is heading for a reckoning as audiences flee to streaming and the upfront model strains.”

    FOLLOW-UP

    Vranica flagged the TV upfront under stress in 2019. Linear TV ad revenue dropped from ~$66B (2019) to under $52B (2024); cord-cutting accelerated; CTV ate the difference.

    ORIGINAL SOURCE

    WSJ

    EVIDENCE

    marketing-adstv-streaming

    RECEIPT #PETERS

    MAY 16, 2022

    Called it.

    PREDICTION BY

    Tim Peterson
    “Connected TV is about to swallow the upfronts. Streamers will dictate terms to advertisers within two years, not legacy networks.”

    FOLLOW-UP

    Peterson's 2022 CTV call. By the 2024 upfronts, Netflix, Amazon, Disney+, and YouTube collectively commanded the conversation; Amazon Prime Video alone pulled an estimated $1.8B in upfront commitments in year one.

    ORIGINAL SOURCE

    Marketing Brew
    ctvmarketing-adstv-streaming