AMC Networks Launches 'First Streamer' Ad Package to Target New Viewers
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AMC Networks is introducing a new digital advertising package called 'first streamer,' designed to let brands buy the first ad slot seen by a viewer when they start watching a series for the first time. This targets the growing audience discovering older shows on streaming platforms. The move follows similar innovations by competitors like Paramount, which has seen interest from a wide range of advertisers for its guaranteed ad placements.
Facts First
- AMC Networks is launching a 'first streamer' ad package for the first ad slot in the first commercial pod of a first stream.
- The package targets a 'first view'—the moment a device first registers as watching an AMC program, from current series to past offerings.
- Paramount introduced a similar 'streaming fixed unit' format last year, guaranteeing ad placement in new episode premieres for seven days.
- Paramount's new units have been purchased by diverse advertisers including financial services, auto marketers, and consumer product giants.
- Streaming platforms keep series available for years, allowing new audiences to discover shows like 'Gangs of London' and 'Halt and Catch Fire'.
What Happened
AMC Networks is launching a new digital advertising package called 'first streamer.' This allows advertisers to purchase the first ad slot in the first commercial pod of a viewer's first stream of a series. AMC defines a 'first view' as the moment a connected device first registers as watching one of its programs, which can range from current series like 'Dark Winds' to past offerings like 'Halt and Catch Fire.' According to Evan Adlman, AMC's executive vice president of commercial sales, a first-time encounter is logged when a user presses 'play' on AMC+ for their first session with a series or on Video on Demand (VOD). This follows a similar move by Paramount, which last year unveiled 'streaming fixed units' for its Paramount+ service, guaranteeing advertisers a fixed ad placement in new episode premieres for the first seven days.
Why this Matters to You
If you use ad-supported streaming tiers, you may notice more targeted advertising when you start a new show. Advertisers are paying to reach you at that specific moment of discovery, which could mean seeing more relevant ads from brands in categories like automotive, finance, or consumer products. For viewers, this business model helps support the long-term availability of series libraries on platforms like Netflix, Disney+, and Peacock, meaning your favorite older shows are more likely to remain accessible.
What's Next
AMC's new package may attract advertisers looking to capitalize on the sustained viewership of library content, as seen with series like 'Gangs of London,' where a new season elevates viewership of earlier ones. The success of Paramount's similar format suggests this model could become more common across the streaming industry. More streaming services may introduce similar guaranteed, high-value ad slots to monetize the ongoing discovery of their content libraries.