Brands will now be able to buy ad slots before and during programs such as House of Dragon, Euphoria and Succession, which run on Binge. | zoesam93 binge
Advertisements will now run before and during episodes of shows such as Euphoria, which runs ad-free on Binge.“Opening up advertising on Binge is going to allow brands to appear alongside some truly world-class content and add immense scale to our network,” said Mark Frain, chief executive of Foxtel’s advertising arm.
“At the same time, we are being extremely careful about our offerings to ensure that we safeguard the watchability of Binge that our subscribers treasure, which will ultimately have great benefits for brands as well.” Foxtel announced the plans at its 2023 television upfront, an annual event that showcases a network’s coming programs to potential advertisers. The group, which also owns Kayo Sports, said the ads would operate similarly to those on the sports service . It will still have subscription tiers for those who do not want to watch ads. Foxtel declined to provide detail on how much the tier would cost, if anything, before deadline.
Binge has 1.3 million subscribers, according to the most recently disclosed figures. About 1.2 million of those are paying subscribers. Foxtel’s decision to offer an advertising option for Binge is similar to other global streaming services that are trying to become less reliant on subscriber revenue as customer growth slows. Platforms such as Paramount – which owns Network Ten – and Amazon Prime Video are already using a hybrid model, while Disney has also announced
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