At Cairns Crocodiles, presented by Pinterest, Suze Strasser Grant shared a candid and, by her own admission, potentially controversial perspective on where streaming sits in the broader media landscape.
Strasser Grant, Tubi global head of CTV brand and agency partnerships, pushed back on the idea that streaming operates by its own rules. She argued the fundamentals haven’t changed.
“I would say that in the world of streaming, it’s no different than anything else in media,”
“We’re competing for the attention of the viewers.” she added.
Based on research from a project called The Stream, Strasser Grant made a case for the enduring power of licensed content.
“97 per cent of all the people surveyed said that they are actually interested in content that is at least ten years old,
“Licensed IP still is premium, because it’s popular.”
She also pointed to a shift in how advertising is being understood. She noted a surge in ad formats that go beyond the traditional interruption model.
“Ads are now the new content delivery source as well,”.
A reflection of how the line between content and commerce is blurred in the streaming era.
