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Ad-supported streaming expands with new Disney+ tier

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Ad-supported streaming expands with new Disney+ tier

On December 8, streaming service Disney+ launched a new ad-supported tier. Previously, the streamer for all things Marvel, Star Wars and Disney charged $8 per month for ad-free viewing. Now, they’ve upped the ad-free tier to $11. Subscribers can pay $8, but they get ads, while brands get exposure next to C3PO and Doctor Strange.

Why we care. In the early days of streaming, a lot of premium content was ad free. A major shift occurred earlier this year when top service Netflix announced it was introducing ads, and then followed through this fall.

Many viewers might still choose the more expensive ad-free tier for these services. But as inflation and subscription prices climb, more people are interested in keeping their costs down. As a result, this year has seen the number of U.S. households with ad-supported subscriptions rise at a faster rate than those with ad-free ones.

Dig deeper: Consumers don’t mind ad-supported streaming and how it affects media planners

More choice for advertisers. Adding an ad-supported tier to Disney provides more pricing options for consumers. Netflix also offers an ad-supported level priced at $7. Not only does this allow advertisers access to more consumers, it gives the advertisers premium inventory in the form of wildly popular movies and series.

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“While Netflix has definitely garnered more industry attention with its launch, that doesn’t mean marketers aren’t just as excited about Disney’s ad-supported tier,” said Matt Spiegel, EVP, media and entertainment vertical, TransUnion. “It’s difficult to compare the two since Disney+ is more of an add-on strategy and the market expects more out of Netflix following its long stance of remaining ad free.”

A growing global audience. In Q4 2021, audience research platform GWI found 66% of U.S. consumers watching some form of subscription streaming service in the last month. And 26% of U.S. consumers were actively streaming Disney+.

Global brands aren’t just looking to reach U.S. audiences however. And Disney+ is developing content that connects with audiences in other parts of the world, including Asia Pacific markets.

“Disney+ hopes to serve up 50 new APAC originals by 2023, producing plenty of local language content,” said GWI’s consumer trends manager, Laura Connell. “Why? Because it’s an attractive region for streaming services looking to scale up their subscriber base.”

Don’t forget about Hulu. Disney is a majority owner of OTT service Hulu, which also offers ad-supported programming for $8 per month. The two services appear to be complementary and shouldn’t eat into each other’s audiences. In addition to popular series and movies, Hulu also offers some local programming not found on Disney+.

“Disney+ and Hulu will need to introduce capabilities that address ad relevance and brand suitability in order to maintain the same expectations audiences, brands and advertisers expect,” said Fred Garthwaite, CEO and cofounder of video data company IRIS.TV. “Incorporating video-level content data into their advertising solution will help Disney increase the value of their new ad supported options, while minimizing risk of bad viewing experiences and brand sentiment by eliminating any ad placements in unsuitable environments.”

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“Looking at the ad market from a macro perspective, this is business as usual for Disney that will garner its own attention without competing against Hulu and its other media brands,” said Spiegel.


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About The Author

Chris WoodChris Wood

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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