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Advertisers battle economic difficulties as they head into upfront negotiations.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

Increased time spent on CTV, social video’s shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

OTT video is popular whether it’s free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.​

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.

Netflix is building an ad business to diversify its revenue streams.

Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.

TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

Netflix and YouTube are siphoning subscription revenues from pay TV’s losses. By the end of 2025, more than half of US video subscription revenues will go to streaming services.

Digital pay TV services are slowing cord-cutting. But the rate at which they replace traditional TV defectors is decelerating.

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.

Among major streaming services, Netflix’s time spent share exceeds ad revenues the most, indicating it has the most room to expand.

Netflix’s advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

Our first-ever mobile video flash survey explores the latest consumer trends in Latin America’s rapidly evolving digital video landscape, and what they mean for the region’s biggest media companies this year.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

Latin America’s digital video audience will be the second largest in the world this year. As greater adoption of paid and ad-supported streaming services takes hold, the region will remain a key market for new user growth on the international stage. Here are our latest forecasts.

Ads go live on Netflix and Disney+, YouTube ad revenues decline, and streaming services get creative about financing content production.

Western Europe’s digital video audience continues to grow, though some financially squeezed consumers are canceling subscriptions. In 2023, more than 290 million people in the region will watch digital video at least monthly.