Streaming investments are rising, but media buyers drive hard bargains over CPMs and fees

Rising overall investment isn’t translating into consistent margin growth for CTV operators and streamers.

While Netflix and Amazon continue to increase their streaming ad revenues (given how young their businesses still are), Paramount recorded a 4% drop in ad revenue in the second quarter while Disney’s latest earnings release acknowledged a “decrease in average viewership and lower rates” in the United States.

That doesn’t fit the overall narrative we’ve heard from marketers and media agencies, most of which report steadily increased spending on streaming and CTV advertising, even in an upfronts season coinciding with treacherous economic conditions.

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