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Screenshot: IMDB.com

Over-the-top digital streaming TV companies that don't charge people for access are rising as consumers face saturated budgets for subscription content.

Why it matters: While data shows consumers today are generally less tolerant of ads, the rise of these services shows that there's still an appetite for advertising if it's relevant — and if it means consumers can access their favorite content without having to pay a subscription fee.

Driving the news: On Thursday, Amazon-owned IMDB launched Freedive, a free, ad-supported streaming video channel featuring hit movies and TV shows. The Freedive app can be viewed on mobile, desktop or on Amazon Fire TV devices.

Free, ad-supported streaming services are rising, as subscription streaming services face stiff competition for consumers' budgets.

  • Roku's free ad-supported channel, The Roku Channel, is the No. 3 ad-supported channel on the company's platform; it has about half the advertising per programming hour of traditional linear TV.
  • Hulu's ad-supported business continues to grow, with the company announcing over $1.5 billion in yearly ad sales this week.
  • Even telecom companies, like Dish and AT&T, are beginning to offer free tiers or products for streaming, like AT&T's "Watch" streaming service, which launched last year.
  • Free TV services like Xumo and Pluto TV also continue to grow their subscriber bases, as Digiday's Sahil Patel noted last year.

Between the lines: Some of these ad-supported streaming companies, which rely on new-age addressable (digitally automated) TV ads instead of traditional TV ads, could build lucrative businesses.

  • Both Roku and Hulu have increased their ad revenues by more than 50% years over year.
  • Roku’s ad revenue increased 57% from 2017 to 2018. At this point, its advertising business is growing faster than its hardware business, a sign of investment in the company’s free ad-supported channels.
  • While both are still relatively small in their share of the total digital advertising pie, they are expected to grow quickly over the next two years, per eMarketer.

Be smart: One reason these free services are growing fast is that they have become a win-win for manufacturers who need to add apps to new smart TV lineups and for programmers who need wider distribution for their content.

Go deeper

Updated 1 hour ago - Politics & Policy

First fatality confirmed in downtown Austin mass shooting

Police barricades near the scene of a shooting in Austin, Texas, on Saturday. Photo: Sergio Flores/Getty Images

A 25-year-old man died Sunday of injuries sustained in a mass shooting that wounded 13 other people in downtown Austin, Texas, the previous day, police confirmed.

Driving the news: Austin police named the victim as Douglas John Kantor, as they continued to search for one of two suspects. One suspect was taken into custody on Saturday following the shooting on 6th Street, a popular area with bars and restaurants.

Pelosi demands Barr and Sessions testify on data subpoenas

House Speaker Nancy Pelosi during an event San Francisco, California, on Friday. Photo: Miikka Skaffari/Getty Images

House Speaker Nancy Pelosi (D-Calif.) told CNN Sunday that former Attorneys General William Barr and Jeff Sessions should testify before Congress on reports that the Trump-era Department of Justice seized Democrats' and journalists' data records.

Driving the news: DOJ Inspector General Michael Horowitz announced Friday an internal investigation into the matter, and Pelosi expressed disbelief to CNN's Dana Bash at assertions that neither Barr nor Sessions knew of probes into lawmakers.

Updated 3 hours ago - World

Netanyahu is out as new Israeli government survives confidence vote

Photo: Gil Cohen-Magen/AFP via Getty Images

Israel has a new prime minister for the first time since 2009 after a power-sharing government led by Naftali Bennett survived a confidence vote on Sunday. Bennett was sworn in as prime minister.

Why it matters: Benjamin Netanyahu, Israel's longest-serving prime minister and the man around whom Israeli politics have revolved for a decade, will now become opposition leader. Bennett, a right-wing former Netanyahu protege, will lead the most ideologically diverse government in Israeli history.