Twitch creator Kai Cenat just finished livestreaming nonstop for 30 days and smashing the platform's subscriber record in the process. The event was a ringing endorsement of Twitch as a creator platform — but also showcased the challenges caused by its lack of original IP. New lawsuits and deeper partnerships highlight the delicate balancing act between major publishers and AI companies. Until measurement and return on ad spend challenges are solved within the retail media network ecosystem, advertisers don’t seem interested in parting with brand marketing dollars. This week’s Digiday+ Future of TV Briefing looks at streaming service owners’ latest quarterly earnings reports as well as some recent studies regarding streaming subscriber sentiment. Other things to know about Recognize the next generation of leaders making an impact in your company with the Future Leader Awards. Enter now to take advantage of the best rate. When reaching and persuading voters in smaller, often more targeted races, contextual advertising and connected TV enable these campaigns to gain more traction. Sponsored by Seedtag. Data informs advertisers about who, where and when, but creative execution is how brands gain a competitive edge. Sponsored by GumGum.
Cenat’s ascension demonstrates a potential weakness of Twitch. It’s a tremendously useful springboard into cultural relevance, but once a creator builds a presence on Twitch, there’s nothing stopping them from bringing both their audience and advertisers elsewhere.
Consumers are more likely to trust and engage with a brand when they encounter cohesive messaging across different touchpoints, whether an online ad or a direct mail piece.
Until measurement and return on ad spend challenges are solved within the RMN ecosystem, advertisers don’t seem interested in parting with brand marketing dollars.
As marketers face numerous changes, they’re scrutinizing their DSPs to determine whether those current solutions will help them build for the long term.
This week’s Future of TV Briefing looks at streaming service owners’ latest quarterly earnings reports as well as some recent studies regarding streaming subscriber sentiment.
