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Last year, marketers' priorities included navigating a rising connected TV (CTV) landscape, using AI to optimize budgets, and questioning whether traditional measurement strategies like last-click attribution could use improvement.

Forty percent state they are increasing ad spend for CTV/OTT channels because ads can reach these audiences, with another 38% appreciating the channel’s ability for precision audience targeting. Thirty-five percent claim CTV/OTT advertising helps them capture declining audiences from traditional TV.

Time spent with sub OTT will grow a few percentage points per year for the next few years. This is in contrast to the early years of the pandemic when sub OTT time spent grew tremendously. No longer will we see the entire population increase their amount of daily streaming time by 10 minutes to 20 minutes YoY. With streaming gaining time spent incrementally, linear TV has held onto its lead.

The smartphone remains Gen Z’s favorite device, as it’s the quickest way to access digital video and social media. But adoption of CTV and VR continues to rise.

In 2024, retail media and CTV converged: First-party data enables precise targeting, while connected TV enhances ad personalization and tracks purchase behavior.

Our OTT subscription revenues forecast doesn’t include Amazon. Because it is not possible to break out how much of Amazon Prime’s subscription revenues are attributable to streaming, we exclude Prime from our OTT subscription revenues forecast.

´¡³¾²¹³ú´Ç²Ô’s OTT ad revenues are a small but increasingly important part of the story. Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023.

Fubo pioneers interactive TV ads: New formats aim to move commerce from second screens to big screens with seamless shopping experiences.

With over-the-top video paid subscriber growth expected to flatten over the next few years, lower-cost tiers can keep revenues rising and give users more control over their viewing experience. The long-term success of Premium Lite will depend on whether YouTube can strike the right balance between delivering value and protecting its core ad business.

Why marketers should understand the differences between CTV and OTT. Why it mattered:. Jargon often complicates the ad industry, and the growth of CTV in 2024 makes a universal dictionary to navigate the space even more crucial.

Early adopters include Dropout, the comedy subscription service born from CollegeHumor, which relies on Vimeo’s OTT infrastructure for recurring revenue. The launch comes as Vimeo plans to invest up to $30 million in AI and enterprise product development in 2025, following a profitable 2024 and $417 million in annual revenues.

Ä¢¹½AV clients' top 10 '24 topics : CTV led ad growth, AI drove innovation, and retail media surged, while TikTok and Gen Z reshaped the landscape.