Accelerated by changing viewership habits in a pandemic, streaming services comprised 45 per cent of ad views, surpassing TV Everywhere in the first six months of 2021, according to the latest instalment of advertising technology specialist FreeWheel’s U.S. Video Marketplace Report (VMR), an industry benchmark publication that examines industry viewership trends. The latest report, which takes a closer look at ‘The Viewer Evolution and How The Premium Video Marketplace Has Responded in H1 2021’, also notes that fuelled by buyers seeking flexibility, programmatic also emerged as a dominant theme during this year’s upfronts, with an 84 per cent YOY growth, and is expected to remain a key trend moving forward. https://advanced-television.com/2021/08/26/report-streaming-services-overtake-tv-everywhere/
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