How the streaming wars created a $34 billion cottage industry

Refrigerators aren’t movie stars, but they can pose a particular problem when they have a cameo onscreen. When Larry David casually opens the door in, those shelves need to be full of food and drink, and each one of those items is likely to have a brand: Perrier sparkling water, Pacific chicken broth, Clover cottage cheese. Maybe there will even be a box of Cheerios on top of it, as in a recent episode of. The fridge itself will have a brand, too, of course.

“People aren’t paying attention to ads,” said Mike Proulx of the research consultancy Forrester. In a recent survey conducted by the group, only 5 per cent of adults online in the United States said they rarely skipped ads; 74 per cent said they often did. “It’s the holy grail for a brand to be integrated into the actual content itself.”

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