Tom Harrington was quoted in The Guardian on "Market for TV streaming advertising to pass £1bn"
2 January 2025“Broadcaster decline is slowing down, that is clear,” says Tom Harrington, the head of television at the research service Enders. “It is not as bad as it was, but broadcasters’ video-on-demand services are not balancing the decline in linear TV. Streaming is not keeping up with the viewing decline, the amount leaving broadcasters is still more than material.”
“Outside of the top few the others are kind of bundled in a way that makes them almost like they are free,” says Harrington. “They are just not as valued by customers, usage levels are low, and they have no leverage to put prices up. Netflix is smart. They have now anchored the low cost end of the market with its ad-supported package. Others can’t put prices up without looking expensive, but they are all having to foot the same content costs without Netflix’s scale.”