Streaming Delays Double to 21 Months; Wurl: CTV News Ad Risk Predictable
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.
Key Takeaways
- The average time between seasons for streaming original series increased from 12 months in 2020 to 21 months in 2025.
- Wurl research indicates that brand safety risks in CTV news are concentrated in specific areas like real-world events and conflict.
- For categories such as drugs, profanity, and sexual content, brand safety risk in news is comparable to or lower than non-news content on CTV.
- 56% of weekly podcast listeners in the UK consume podcasts linked to TV shows, with 59% saying they improve their viewing experience.
- Major digital brands like Amazon and Google reduced ad spend as a share of revenue from 4.2% in 2024 to 3.7% in Q1 2026.
Why It Matters
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.
Read full article at videoweek.com
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