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US ad-supported video-on-demand viewers will reach 180.2 million in 2024. Our analysts anticipate that Apple TV+ will be the last major streaming service to launch an ad-supported tier. 7. Smaller walled gardens will cross-pollinate.

But it's also a little bit of a tough sell because there are so many free ad-supported streaming services. And those streaming services are popular, and becoming more popular as we'll talk about, like with Roku. Marcus Johnson:. Yeah, we will. Daniel Konstantinovic:.

AVOD, advertising video on demand, is Netflix with ads. Then you've got the FAST that we talked about in an episode last week, the Roku Channel, Tubi, those free ad supported streaming services. Then you've got YouTube that's been watched on a TV. You've got streaming TV services like FuboTV and Hulu with live TV. A lot of different things are caught in that CTV definition.

Go further: For the full deep dive on opportunities to reach consumers in Latin America, including retail media and AVOD, see our recent Latin America Trends to Watch for 2023.

Free ad-supported streaming TV (FAST) services are gaining ground. While Netflix and YouTube are popular video platforms, FAST services are well positioned as household budgets get tighter with the rise of inflation and economic uncertainty.

YouTube and TikTok are their preferred free ad-supported video platforms. YouTube will capture 86.6% of Gen Zers this year, while 66.7% will be on TikTok. However, Gen Z makes up only about a quarter of YouTube鈥檚 user base鈥攂ut almost half of TikTok鈥檚. This means content on TikTok is more likely to be seen by Gen Z than any other generation.

Amazon鈥檚 MX Player acquisition reignites the battle for Indian consumers: $100 million purchase gives Amazon ownership of the largest free streaming service in India.

Disney+ begins its password-sharing crackdown: The change will give a lengthy boost to ad-supported subscribers, heating up the streaming race.

It鈥檚 expanding targeting options for Thursday Night Football games, has added more free ad-supported streaming channels to Fire TV, and has moved many original programs to its free ad-driven service, Freevee. We don鈥檛 forecast CTV ad revenues for Amazon, but we believe it鈥檚 one of the largest receivers of streaming ad dollars. In recent years, there has been a push to make streaming ads shoppable.

Quebecois outpace the total country in watching free video services. The December 2022 arrival of free ad-supported Pluto TV, including programming aimed at the Quebec market, was eagerly anticipated by media buyers looking for more video ad inventory. Homegrown services have launched to meet the demand for local content.

You're also seeing the growth of free ad supported streaming TV or FAST, channels like Pluto or Tubi. They have a lot of ads there. There's Disney Plus and Netflix as I mentioned. And there are short form videos like YouTube. TikTok is making a push into CTV. It's still super early. I don't think a lot of people are using it on their CTV, but there are just more and more opportunities for ads on CTV.

Netflix鈥檚 ad tier is less than two years old, but is growing due to its password-sharing crackdown and high demand for connected TV (CTV) advertising. One in 10 US Netflix users will opt for its ad-supported tier next year, and the company鈥檚 US ad revenues will surpass $1 billion, per our March 2024 forecast. Here are five charts demonstrating the progress Netflix has made 鈥攁nd the potential it still holds for advertisers.

So I would like to see more clarity about exactly what they mean because what we're seeing is, at least on the video side of the world, ad-supported video content is kind of on the rise. You're seeing all these platforms launch ad-supported tiers. We're seeing AVOD, ad-supported video on demand, usage go up quite a bit. We're seeing time spent on that type of video go up.

We've also seen a lot of strong growth for ad supported video on demand services in general. That's part of why so many big streaming services are adding ad supported tiers. But Tubi's growth is really interesting because despite that big growth, they're not this household brand in the way that a lot of other streaming services are.

The 鈥淭ikTok generation鈥� transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.

As ad-supported video-on-demand continues to proliferate, measurement won鈥檛 get easier. Nielsen failed to adapt to new viewing habits quickly enough. Its panel-based measurement struggled to keep up with audience fragmentation, and when the pandemic interfered with panel maintenance, accuracy issues escalated.

Disney鈥檚 carriage fee dispute game plan: The company blocked access to ESPN and more for DirecTV customers, flexing its power over pay TV providers.

What the rise of piracy says about streaming: Major streaming services helped take down several popular piracy sites last week.

The AVOD market is crowded with these free ad-supported services like Tubi, Pluto and Freevee now, which means more competition for eyeballs and ad dollars that Roku faces. And I think even though they're investing in content, Roku isn't delivering that water cooler chat level content that lets it compete with other AVOD services that are paid, including HBO Max, Disney+ and Netflix.

Ad-supported video subscribers can overtake ad-free video streaming subscribers. One minute on the clock, make the case. Zach Goldner:. Yeah. Ad-supported video right now is the way video is moving. As you can look at platforms like Netflix, Disney+ and others that have been releasing their new ad tier products, they're doing that because that's the way that the US consumer is trending.

Latin America鈥檚 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.

Netflix tallies its ad-supported subscriber count ahead of Upfronts: A survey shows it could have 22 million US subscribers as it enters an Upfront period rife with competition.

Ad-supported streaming and live sports are accelerating pay TV鈥檚 decline: The largest pay TV providers lost 5 million subscribers in 2023, while SVOD鈥檚 market share grew.