Wurl research indicates that brand safety risks in CTV news are concentrated and predictable, suggesting a more targeted advertising approach. Separately, Ofcom found that video podcasts linked to TV shows improve the UK viewing experience for over half of weekly podcast listeners. Additionally, Ampere Analysis highlighted that the average gap between seasons for streaming originals has nearly doubled, potentially increasing subscriber churn.
The nearly doubled wait times for new streaming seasons present an immediate challenge for subscriber retention, as platforms risk increased churn if audiences disengage. This trend, coupled with the rising cost of content production, pressures streamers to optimize existing libraries and diversify engagement strategies. Advertisers now have data suggesting a more surgical approach to CTV news inventory is possible, moving beyond blanket avoidance to specific contextual targeting for improved reach without compromising brand safety. Watch for how streaming services adapt content cadence and marketing to counter audience fatigue from longer season gaps, and if agencies adopt more nuanced CTV news targeting based on Wurl's findings.
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