Amazon Prime Undercuts Netflix’s Ad Prices; Hyve Acquires POSSIBLE; Connatix and JW Player Discuss Merger

by Aimee Newell Tarín on 31st Jul 2024 in News

On today’s news digest: Amazon Prime Undercuts Netflix’s Ad Prices; Hyve Acquires POSSIBLE; Connatix and JW Player Discuss Merger

In the next sequel of the streaming wars, Amazon Prime has undercut Netflix’s ad prices. This follows Disney cutting its CPMs by up to 15% just last month. Amazon’s rate is reportedly still higher than Disney’s, according to executives at rival services. Amazon’s arrival to the AVOD scene had already previously forced rivals to lower their prices in order to compete. Amazon is certainly poised to continue reaping the benefits of its ad streaming tier, with the enormous amount of data it has on its customers. In May, the video giant announced a shoppable ad format which lets viewers add products straight to their Amazon shopping cart using their smart TV remotes.

Looking at the latest industry acquisitions, event organiser Hyve has acquired POSSIBLE, the marketing trade association powered by MMA Global. Their collaboration will aim to deliver the number one platform for industry networking, insights and business opportunities for the marketing sector worldwide. POSSIBLE 2024 gained over 3,600 registered attendees, an increase of almost half compared to its inaugural event the previous year. The next event will be held in April 2025 in Miami.

Potentially not far behind in partnering are video ad tech firms Connatix and JW Player. Both parties are close to striking a deal which would merge the companies. Senior executives from both companies are understood to have met to discuss aspects of the arrangement such as operational efficiencies and corporate branding, among others. Court Square Capital Partners – the private equity firm with the controlling stake in Connatix – is reportedly the main source of funding for the merger.