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Roku, Amazon, and YouTube are the primary players. The CTV ad market will be up five times from five years ago. Massive annual growth of more than 70% occurred in 2020, a year when digital video services and CTV were boosted by housebound viewers. More than half of adults in Canada own smart TVs. Vividata polling from June 2022 showed 58% of adults were owners. That鈥檚 up from 28% in 2020.

So an example would be if you're sitting back and watching shows through your Roku at home and you see an ad for a camping stove that could conceivably have been targeted there using Walmart data and ad spending through Walmart. That's an offsite ad.

Other connected devices like Roku, Apple TV, Google Chromecast, and gaming consoles boost CTV viewing in homes. 72% of adults in Canada reported watching CTV in the past month, according to Media Technology Monitor. Our own forecasts show there will be 21.4 million CTV viewers in Canada this year. CTV accounts for more than a third of total TV time.

Ad-supported video-on-demand (AVOD), such as The Roku Channel and ad-supported versions of subscription services like Netflix and Disney+. YouTube, which will have nearly 45% of its viewing time on CTVs. Digital live TV services, such as Hulu + Live TV. Mobile remains the king of digital advertising, largely due to its diversity of content.

This article pointing out CTV ads on out-of-home screens, so like Roku ads, but outside, can cost half as much as CTV ads found inside people's living rooms going to ad exchanger. And then, so cheaper. Two, there's a lot of potential for contextual advertising, obviously.

Other retailers, like Kroger, are stretching their media networks into the CTV space through partnerships with the likes of Roku. Expect more of this. The potential for closed-loop attribution.

Roku has been doing well. Tubi is also launching in the UK and attempting to capitalize on the growing fast market there. So those are still smaller competitors and they may see some gains, but I do think that the YouTubes and Netflixes or maybe just those two are going to continue to remain at the top of the throw. Marcus Johnson (19:53):.

Roku is still ahead of them. I think they're going to surpass Roku this year and then Disney and their holdings eventually. As far as a hurdle, I mean some consumer revolt from the injection of all the advertising. Maybe they find out they're not making as much money on some of the sports as the media rights demand. So who knows if they'll hold onto them long-term.

You've got small players like Pluto TV, they're smaller than Peacock or Max or Roku Channel or Tubi or whatever, but they're bigger than someone like a Shudder. So I mean, what would you say the definition is there? Ross Benes:. Well, I don't think niche applies to the audience size necessarily. Pluto TV has sports and crime and drama and comedy.

Worsening economic conditions will take their toll on Latin America鈥檚 digital ad market this year. Despite gains of 12.7%, digital ad spending will fail to outpace the rate of inflation for the first time since we began tracking the region in 2011. Here are our latest forecasts.

Retailers invest in shoppable TV ads after seeing early results: Walmart, Amazon, and Home Depot are banking on the format鈥檚 interactivity and ability to grab viewers鈥� attention to drive holiday sales.

In the US, 77% of TV-owning households had a smart TV as of Q1 2023, according to Hub Research. Connected TVs, which include smart TVs, streaming sticks, and other devices, will be used in 115.1 million households next year, more than double the number of traditional pay TV households, according to our forecast.

It comes second to North America when factoring in all CTV devices鈥攍ike Roku, Amazon Fire, gaming consoles, etc. YouTube will have more viewers in Latin America than Facebook will have users by 2025. In Latin America, YouTube is to digital video as Facebook is to social media, but the streaming giant has lived in Facebook鈥檚 shadow over the past decade.

Albertsons partnered with Omnicom, Walmart joined forces with Roku, TikTok and Snap, Lowe's and Yahoo have a deal. I want to hear from both of you about a partnership that really stands out to each of you. Andrew, you go first. Andrew Lipsman:. Well, and this is one way.

But Walmart has launched Shoppable Video on Roku, TikTok, YouTube. It has all sorts of partnerships. It's really getting into CTV, it's putting more screens in stores, which Walmart has a massive audience in stores. Just if you think of the Walmart store as a media channel, which it is, then it has a huge engaged audience. So I'm giving Walmart most likely to make it in media.

It's not built in the same way that Samsung TV plus is when you turn on Samsung or the Roku channel is because they aren't an OEM. So they'd have some discoverability issues to overcome. Evelyn Mitchell-Wolf (17:32):. Yeah. I think that's the primary thing that is keeping me from going all in, is...

Nielsen also said that they now break out the Roku channel with an around 1% share of total TV time. Other folks with about 1% share of TV time are Tubi, HBO Max, which was still a thing back in May, which is why they still call it HBO Max, Peacock and Pluto TV. But Paul, the most interesting sentence in this article about streaming accounting for 36% of our total TV time is what and why? Paul Verna:.

Disney, Roku, Amazon, NBC, Universal. That's what we've got time for. For this episode, Evelyn, thank you so much for hanging out today. Evelyn Mitchell:. Thank you, Marcus. Marcus Johnson:. Thank you as well to Kunal, who joined us in the first half. Thank you to Victoria who edits the show, James, who copy edits it, and Stuart who runs the team. Thanks to everyone listening in.