The Streaming War's First Casualty: Reach
Broad reach and attention is an endangered species. 2019 and 2020 are welcoming new ad-free services like Disney+, Peacock and HBO Max, and the first casualty of the streaming wars will likely be the ability for advertisers to reach large audiences at relatively low costs.
Media fragmentation is nothing new. The industry’s been dealing with it for more than a decade, but now traditional mass reach mainstays like the television are becoming fragmented themselves as consumers sequester themselves with content that appeals to their niche interests in environments that are becoming less ad friendly or are even ad-free.
There’s bound to be a reckoning in which advertisers realize reach isn’t what it used to be. It’s less efficient. It’s less achievable. It’s less possible.
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