The more TV you watch, the more likely you’ll opt for ad-based services

Good news for the advertising world – the more people tend to stream TV, the more open they are to receiving advertising during their viewing.

This is according to Kantar’s annual Media Trends and Predictions report, which notes that one of the emerging trends for 2024 saw media brands increasingly diversifying their business models “to stay competitive in an evolving, hybrid media landscape”.

The report notes “the growing need to expand beyond existing revenue streams, with businesses exploring new partnerships and opportunities across platforms to keep pace with changing consumer behaviour, technological innovation, and increased competition.