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The streaming phenomenon has destabilized the traditional broadcast television market: first, with unprecedented convenience, then with exclusive, must-see content. Though consumers have become accustomed to little — if any — advertising, major streaming services are rethinking this operating model.
Like other content giants of the digital era, streaming channels are experimenting with different service tiers — from basic to premium — and gauging the viewership’s tolerance for advertisements.
Netflix and its rivals conclusively wrestled tremendous shares of the market from traditional linear cable companies. Now, they need to become profitable. How will viewers who grew accustomed to an uncluttered viewing experience respond?
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Collective Intelligence works closely with strategists, planners, creatives, media and engagement professionals, delivering research and thought leadership that helps IPG and its agency partners put creativity and human connections at the center of their work.
