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Amid shifting consumer priorities, competitive promotional activity, and an unusual calendar, brands and retailers must fine-tune their holiday 2024 marketing strategies to maximize sales during this critical period.

Our Amazon CTV forecast includes ads sold for Prime Video, Freevee, Fire TV, and Twitch that are viewed on TV sets. Because we do not break out Prime Video individually, Amazon is not included in the graphic above. Likewise, Roku is not in the graphic because we do not break out The Roku Channel in our forecast. The graphic also includes gross ad revenues for YouTube, rather than net ad revenues.

Legal questions could throw the show鈥檚 late-2024 launch date into question and hamper Amazon鈥檚 strategy of bringing content to Prime Video that entices viewers of all ages.

Between Amazon Prime Video securing an NFL playoff game, Netflix parenting with World Wrestling Entertainment (WWE), and a joint sports streaming venture brewing between Disney, WBD, and Fox, sports are coming to streaming in a big way鈥攁nd soon. Advertisers concerned about reaching consumers in a landscape with fewer new shows can turn to sports as an alternative.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.

YouTube鈥檚 growing prominence on connected TV (CTV) will drive this shift.

Ad-supported tiers from Netflix, Disney+, Prime Video, and others have expanded the opportunities for media buyers looking to target CTV audiences. FAST channels like Pluto TV and Tubi have also added inventory to the video advertising mix. Sources. GWI.

These figures include all of Amazon鈥檚 video units鈥�Prime Video, Freevee, Twitch, and Fire TV鈥攂ut the spike will come mostly from the infusion of new inventory on Prime Video. To view the full forecast, click here. Cord-cutting is another big factor in CTV ad spending gains. In 2023, non-pay TV viewers (the sum of cord-cutters and cord-nevers) will surpass traditional TV viewers for the first time.

Wayfair, Amazon鈥檚 October sales events delivered outsize results: The home furnishings retailer鈥檚 sales were up nearly 46% compared with the prior 4-week average, while Amazon鈥檚 sale drove a 26% lift.

After years of turbulence, UK ecommerce sales are growing again, albeit slowly. And there won鈥檛 be a significant shift over the next five years.

The competitive landscape: As of August 2024, YouTube accounted for 10.6% of all streaming on connected TV devices, surpassing Netflix (7.9%) and Prime Video (3.1%), according to Nielsen data. YouTube has held the top spot on Nielsen's Gauge report for 16 consecutive months.