Yahoo TV

As advertisers begin to focus on digital spaces, what does this mean for media companies and how will they make that adjustment? What does it mean for the overall media landscape?

University of Michigan Ross School of Business marketing professor Marcus Collins joins Wealth! alongside Yahoo Finance senior reporter Alexandra Canal to discuss how streamers are doubling down on advertising.

Collins says that customers are turning to streaming due to its lower cost and content selection. They also aren't as locked into a subscription, so it allows customers to switch between services when they want.

Collins adds, "I think that marketers and brands underwrite everything, right?... The irony of all this is that the streaming model is essentially getting closer to a cable model, just augmented with the agency of allowing subscribers to put up more money to circumvent the ads, or to say, 'I'm going to take the ads so that I don't have to pay.' Essentially, what this is getting to is the closer and closer we get to providing consumers more agency, more flexibility, and more freedom, the business models that are built for that will be the ones that essentially will win out in the end."

Watch the video above to hear what Collins says about more streamers adding live sports.

For more expert insight and the latest market action, click here to watch this full episode of Wealth! And be sure to check out more from Media, Streaming, & Investing: What's Next.

This post was written by Nicholas Jacobino