Streaming Made Easy features Looper Insights in its latest Above the Fold analysis by Marion Ranchet, drawing on Looper’s May UK data to test whether free streaming has delivered on its promise of an open, accessible shelf.
The answer, in hard numbers: not quite. Across 29,785 promotional spots and £60.4M in £MPV™ (the dollar value of CTV promotional placement), three names took 84% of the market. One player outweighed all four international challengers combined by nearly two and a half times. The four international services split the remaining shelf between them.
The analysis unpacks why: decades of platform relationships, carriage deals, prominence agreements, and the sheer breadth of a 14-platform footprint compound in ways a newer entrant simply cannot match quickly. But there are signals for challengers too – Tubi’s YouTube-native content strategy and the case for going wide over exclusive both point to where the gaps are.
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