As part of an effort to convey the effects of the growth of streaming video on the broadly defined world of TV advertising, respected media industry financial analyst Brian Wieser says he’s tried to estimate the decline in gross ratings points or time spent with advertising on TV in a world where streaming continues to take share of TV consumption, consumers of the many SVOD services generally want to choose ad-free options, and most of the rest of the services will inevitably be ad-light given the “lack of desirability of advertising in the on-demand world” that accounts for most of streaming video.
With what he coins “conservative assumptions,” U.S. television should be gearing up for a significant reduction in inventory over the next four years.
