One of the great issues that have dominated the media landscape during 2019 has been what has been dubbed the streaming war. VoD platforms had become a more than emerging power in the previous years, positioning themselves in front of television.Now that their dominance was clear and that it was increasingly seen in a more unquestionable way that they had taken over their land (putting traditional television in a crisis position), the market has pivoted towards another big issue. The war is not now the one that pits TV against streaming, but the one that is lived within streaming. That was the war that came to the fore for the last twelve months.The industry was struggling to gain positions in that market. Netflix, Amazon and HBO had already launched their products globally years ago and had established themselves as market players. Other players have been trying to carve out their own niche and try to get a slice of the audience pie. The last to launch platforms have been Apple, with a very limited content proposal although global coverage, and Disney, which has only been released in a few markets yet but has already achieved an important media coverage (the viral success of Baby Yoda has helped ).Several traditional American television giants have also announced during 2019 that they are going to launch their own VoD platforms and that they will try to gain part of the audience with it (something that the European giants will end up imitating, although they will surely do so in slipstream).

They will face, yes, a saturation in the market. Consumers are getting fed up with paying for Argentina Phone Numbers List so many subscriptions and are more reluctant to sign up for new services.But if the fight for the audience and to present new services and fashion content marked the agenda during 2019, it will not necessarily do so during 2020. What marked the market during the last 12 months is not going to be what it does during the next 12. In fact, the analyzes already point in another direction and make it clear that the war, in the streaming market, will be for something else. The looming battle will be that of advertising.The ad war Classic players in the streaming market offer paid services that keep the experience ad-free. Theories about when they will have ads and how they will have no choice but to incorporate them are recurring, especially in the case of Netflix.

The platform has already made it clear that it will not incorporate advertising breaks, although that does not mean that the potential for advertisers has been limited. Streaming platforms could simply change the way we receive advertising and usher in a new golden age of product placement .And, even if they are not traditional ads, the battle will be in the conquest of the advertiser. This is what they make clear in an analysis published by FastCompany .Some of the market players have already made related moves. Hulu is experimenting with ads, and the US giants launching their platforms in the spring are already preparing the ground (their services will carry advertising). One of the ad formats they are experimenting with is those that are served when the consumer pauses the broadcast (this is what AT&T is doing from its ad tech arm Xandr).

The ad is not intrusive and therefore not annoying and the consumer, they assure, sees it.That companies are doing things is not the only clue to an upcoming battle for advertising revenue. As you recall in the Fast Company analysis , the business model of streaming platforms is still too questionable and unproven. Success stories have a significant economic burden (Disney assumes that it will lose money in the Disney + years and Netflix has a debt of 12,000 million dollars that it has allocated to content). Therefore, advertising is not seen as such a terrible thing.To this they add that brands want to invest in advertising: the investment that TV was taking has to end up somewhere else. If audiences migrate to other platforms, advertisers will have to migrate to them.

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