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The Rise of Streaming

Central States Marketing, in partnership with our strategic team and our diverse client base, recognizes the importance of staying informed about the dynamic ever evolving streaming landscape. With an ever-growing number of choices at hand for streaming and video placement, it can be overwhelming to determine the starting point. For each client, we develop and execute seamlessly integrated cross-channel campaigns with a unified narrative to maximize impact and measurable results.

Comscore, a renowned authority in media measurement and analytics, has recently provided invaluable insights into the continuously evolving streaming environment and changing consumer behaviors. We invite you to review some of their results below.

Substantial Increase in Online Video
Digital platforms dominate entertainment consumption trends, and Online Video has seen a substantial increase from 2020 – 2022.

Adopting Ad-Supported Streaming
In good news for marketers, Americans are adopting ad-supported streaming services at a faster rate than non-ad subscription services.

Short-form Videos Surging
Short-form videos are surging amidst consumers, delivering concise and engaging content that captures attention in a short time span.

Audio Streaming is Growing
And it’s not just streaming video that’s rising – audio streaming is growing at a similar pace!

So what does this mean for you?

The optimal mix of platforms/tactics really depends on the target audience. Targeting users according to their behaviors also proves successful. Streaming offers businesses ways to expand reach and optimize outcomes. 

Traditional TV Holding Its Ground
But even though more streaming services have sprung up and digital/CTV is passing 50% total hours of viewership, traditional (linear) TV is still holding its ground!

Traditional & Streaming Work Together
Think of traditional and digital/streaming media as two halves of the same coin – they can work together to strengthen your marketing and messaging.

Each platform has its place in the marketing landscape depending on your goals. We’re here to help determine the best media mix to reach your audience!

You can also view some of our case studies that show the impact of adding video streaming campaigns.

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