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

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.

As connected TV gradually eclipses linear, the measurement space continues to evolve. The market鈥檚 in for another year of transitioning from a single dominant currency to multiple currencies.

Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues.

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

OTT and online video. The 11.2% YoY decrease in online video eCPMs in Q2 2024 corresponds with our estimate of an 11.8% decrease in YouTube鈥檚 average CPMs during the same period. OTT video eCPMs saw a smaller decline of 3.3% YoY. This was likely driven by more inventory and downward ad pricing trends on premium streaming services including Netflix, Disney+, and Max. Digital display.

Read the rest of the report, US Time Spent With Sub OTT Streaming 2025.

That figure represents 80.0% of the total Prime Video audience of 163.0 million in 2024 and will put Prime Video well ahead of Hulu as the largest ad-supported subscription OTT (sub OTT) video service in the US. To view the full forecast, click here. Ads on Prime Video will boost the power of Amazon in retail media CTV advertising.

Ad-supported streaming is on the rise as viewers opt for cost-friendly options from platforms like Netflix and Disney+. With audience fragmentation increasing, advertisers must adopt smart, performance-driven strategies to stay effective in the evolving connected TV landscape.

The MLB might prefer platforms with a higher subscription base and more revenue鈥攑erhaps the likes of Netflix, Hulu, and Disney+, which generate the most OTT subscription revenues. Apple is already spending $2.5 billion on MLS rights over a 10-year period, so adding another deal鈥攖hat would likely be above $500 million鈥攎ight be too much for Apple to justify.

Even premium TV brands like LG are now showing ads on screensavers, joining other video platforms in monetizing this idle screen real estate. But will these ads actually move the needle for advertisers?

Study finds 57% of streamers choose AVOD tiers: Consumers seek affordable alternatives amid subscription price hikes.

2024 has been a disruptive year for generative AI (genAI), which transformed from a buzzword into a practical part of marketing workflows, and commerce media as more platforms launch. Meanwhile, advertisers are still figuring out the lifespan of third-party cookies. And connected TV (CTV) advertising got a big boost from Prime Video.

Growth is being driven by sustained social and OTT video adoption, particularly on mobile. However, growth will decelerate to 12.9% in 2026 and 9.1% by 2029 as market penetration reaches saturation. Digital ad spending in Australia is led by digital out-of-home. Overall digital ad spending in Australia will reach $11.33 billion in 2025, up 6.3% compared with total media鈥檚 4.3%.

US political ad spending will hit new highs amid the 2024 presidential election, with connected TV (CTV) driving the biggest gains. Despite the digital shift, traditional TV鈥攍ong a mainstay of political advertising鈥攚ill hold its own.

Amazon鈥檚 overall OTT ad revenues will be a robust $4.72 billion this year, but much of that will derive from Amazon鈥檚 legacy ad-supported OTT services like Fire TV, Twitch, and FreeVee. Once we break out Prime Video鈥檚 sub OTT figure individually, Prime should look relatively balanced on the chart above. No company leverages its users鈥� time quite like Meta.

The number of companies with more than $1 billion in annual US connected TV (CTV) ad sales jumped from two in 2020 to five this year. In a recent 蘑菇AV webinar "CTV Watch: How Streamers Compare in Time Spent and Ad Revenues,鈥� our analyst Ross Bones explained the top trends in CTV viewership and ad spend.

OTT companies do earn ad dollars outside of CTV. Subscription OTT services, for instance, will earn $2.48 billion in ad revenues on mobile or other devices in 2026. But their bread and butter will remain CTV, where they will generate 84.7% of their ad sales in 2026, for a total of $16.23 billion across devices. CTV also serves ads for a small but rapidly growing part of retail media ad sales.

Only active TV watchers and active sub OTT viewers will spend more time with their selected media than digital audio listeners. And active radio listeners will still spend nearly as much time with their radios as gamers do with their games.

Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues. Read the full report, US Forecast Trends to Watch in 2025.