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Hulu ($3.63 billion), YouTube ($2.89 billion), and Roku ($2.19 billion) will collect the most ad revenues in 2023. However, the long tail of 鈥渙ther鈥� will be by far the largest category on our list, with well over $10 billion spread among the smaller players. There will be many winners. Among subscription over-the-top (sub OTT) platforms, Paramount+ is set for standout ad revenue growth of 24.1%.

Entertainment brands embraced shoppable media last holiday season鈥攚ith partnerships between NBCUniversal and Walmart, as well as Roku and The Coca-Cola Co.鈥攇iving rise to interactive ads that allow viewers to purchase products between episodes or films. These blends of streaming and shopping help advertisers capitalize on popular content while delivering an interactive, convenient experience. 3.

Last year, Walmart made several improvements to its retail media network (including expanding search relevancy and switching to a second-price auction model) and developed partnerships with TikTok, Snapchat, and Roku to better target, activate, and measure consumers across the full marketing funnel.

Roku is third with nearly two. We don't see any other streaming services making it into that billion dollar CTV ad spending club this year. But you point out that several folks will gain entry to that club by 2025, Pluto TV, Tubi, Peacock, Netflix. Do you see the landscape changing too much in the next couple of years in terms of Hulu first, YouTube second, Roku third? Paul Verna:. I don't think so.

In 2019, Hulu, YouTube, and Roku accounted for over half of the US CTV ad revenues; now, they鈥檙e about one-third of the market. Instead of just three services with billion-dollar CTV ad businesses, there are now more than a handful, Benes explained. 4. Amazon will make a big splash in streaming advertising next year.

Well, 2020, you had three services in the US that would crack a billion dollars in CTV ad spend, Hulu, Roku, YouTube, and everyone else was fairly small. Now you have five services that are going to exceed a billion dollars this year and really close to having seven or eight services that's going to have a billion dollars in spend.

Behind Roku? Just ahead? Yory Wurmser:. It is actually behind Roku. That's right. Marcus Johnson:. Just behind? Yory Wurmser:. It's second place behind Roku. Marcus Johnson:. Okay. Yory Wurmser:. In the US. And then the second number is 21%, and that's 21% of CTV ads in the second half of 2022 ran via Fire TV. Again, that's second behind Roku at 49%.

Data is scant on how these figures stack up against competitors like Roku or Google (which also bundle subscriptions), but this is a unit to watch, as it鈥檚 conceptually aligned with Amazon鈥檚 Marketplace ecommerce platform. How does this affect our rating?

Next year, as Amazon Prime releases an ad-supported tier, it鈥檚 poised to bring in $3.13 billion in CTV ad revenues, overtaking Roku as the third-highest earner among streaming services, per our forecast. 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.

Walmart has partnered with both streamers and social media platforms, teaming up with Roku, TikTok, and Snap on several different initiatives. Brown expects more of these partnerships to emerge as advertisers seek to move their retail media efforts up the funnel. 鈥淭he next thing is audience extension,鈥� she said.

That鈥檚 lower than the number of users we expect for activities like AR and Roku in 2027. Tablet gamers鈥� numbers are also falling. Their ranks will drop from 91.3 million this year to 88.6 million in 2027. More tablet users will game on their devices than listen to audio this year. But video viewing will still be the most popular activity on tablets. To view the full forecast, click here.

So the data we have in the US market for platforms like Roku, the Roku Channel, Tubi, Pluto TV, Freevee, Crackle, maybe some folks will not have recognized some of the services that I just described. Some of them are a little more famous than others. But they have grown like absolute gangbusters in terms of viewership over the past few years.

It's Hulu 84 and Roku channel 83 over top three. In terms over the next four years though we expect Disney plus to add the most in terms of millions, add the most ad supported viewers, 24 million, Netflix and Hulu to add 21 million I over four years though Ross, that seems slow to me to add 5 million each year.

I predicted that Walmart would buy Roku and they would buy Roku to really make a play, a big play into CTV, and that's what Walmart is doing here and they're doing it with a value oriented play. It's probably about a quarter of what they would have to spend to buy Roku. Becky Schilling:. Yeah. And it makes sense, right? Retail media is exploding.

You've got YouTube at about 12%, and Roku at about 9%, and then it starts to get down to the 2%, 3%, 4% range with the other companies each, that is. I thought it was quite interesting. Paul, final question here. What does CTV ad spending versus linear TV ad spending look like? Paul Verna:.

Payment players might be eager to enable shoppable ads from platform providers like Roku (which partnered with Walmart). Almost two-thirds of drivers will drive connected cars this year, per our forecast, opening the door for payment providers to enable more vehicle-based commerce.

Jeremy, aside from Roku, Roblox having stashed their money at SVB, how else does this banking debacle affect the media and retail worlds and their customers potentially? Jeremy Goldman:. Oh my gosh.

Roku. TikTok. Walmart.

Disney+, Tubi, and the Roku channel have all gained half a point each. So to your point, they can't just stand still. They've got to find ways to try to grow their engagement. You were saying where the next initiative is going to come from. It also seems like they're no longer going to pursue making their premium AAA games. Daniel Konstantinovic (16:50):.

include standalone ones like Netflix, those owned by TV network groups, and ones operated by tech firms like Amazon and Apple. free ad-supported streaming TV (FAST) services like Tubi and Pluto TV, which are owned by TV networks (Fox and Paramount Global, respectively) and gaining in viewership and ad revenues. ad-supported video-on-demand (AVOD) services, which include FAST services, aggregators like The Roku