CR explores the value product placement holds for brands and audiences, and how the industry has evolved in the age of streamingIn 2023, global product placement spending hit $29.63 billion, and it’s a figure that continues to rise as traditional advertising becomes easier to ignore and streaming reshapes how audiences consume content. Despite these big spends, Nicole Atkinson, director at Big Film Group, says there is a common misconception that most placements are paid for. In reality, around 90% are secured through ‘prop placement’, where branded products are supplied free to productions and used only where they naturally fit. “Our agency secures thousands of sightings through prop every year, and the beauty of this approach is that placements are always natural because the production will only use the products if there is a genuine need for inclusion,” Atkinson explains.