蘑菇AV

Consumers are turning to their TVs for holiday inspiration: 43% of connected TV (CTV) users say TV ads offer useful information on holiday shopping, and 72% would scan a QR code in a TV ad to make a purchase, according to a report from LG Ad Solutions.

This week, marketers lean on AI for creative campaigns, connected TV (CTV) audiences take action on ads, and TikTok maintains the most active audience across social platforms. Key stat: Consumers don鈥檛 want ads to feel so personal. Some 94% of consumers across the US, UK, and Canada prefer contextual ads over identity-based ads based on browsing history, per GumGum survey data.

An enhanced discovery engine could help Netflix keep its users and its CTV dominance lead over YouTube.

Only 22% of connected TV (CTV) users watched Apple TV+ in 2024, per LG, compared with 45% for Hulu, 61% for Amazon Prime Video, and 66% for Netflix. Services as the breadwinner: Apple鈥檚 growing Services business, which includes iCloud and the App Store, has been propping up the company鈥檚 AI ambitions as well as sluggish iPhone sales. Net sales for Services reached $96.2 billion in 2024, up 13% YoY.

With so much additional CTV inventory now available, marketers are paying less for streaming ad space than they used to. In H1 2024, US connected TV (CTV) ad impressions served by FreeWheel grew 14% YoY. In Q3 2024, US free ad-supported streaming TV (FAST) ad impressions increased 38% YoY, and global FAST impressions increased 41% YoY, according to Amagi. Total ad spending on CTV is growing.

Over the past five years, smart TV ownership has increased significantly in key Tier 1 markets.

However, when the market stabilizes, advertisers are expected to return to channels that have consistently delivered results鈥攊ncluding CTV.

While connected TV (CTV) is expected to continue growing, the impact of leaner advertiser and consumer budgets remains uncertain. Balancing subscription and ad revenues. Netflix has reported a 13% YoY rise in Q1 revenue.

Smart TV ownership (38.5%) was also below the regional average of 41.4%. Smart TV ownership increased 3.1 percentage points YoY. This suggests increasing interest in connected TV experiences among consumers in Thailand despite overall smart TV ownership remaining below the regional average. Vietnam.

鈥淎s shopping capabilities expand on platforms like social media and CTV, commerce is becoming more connected to media.鈥�. This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.

Its unique mix of studio-made movies and user-generated content could attract a broad range of consumers, while its growing focus on connected TV (CTV) access mimics that of Netflix. A Premium threat? Premium Lite could be especially appealing as streaming prices surge elsewhere, which may attract new users but also cannibalize existing Premium memberships.

We forecast connected TV (CTV) retail media ad spending is set to grow 43.1% this year, hitting $4.86 billion. Use this chart: With retail media networks (RMNs) growing in scale and complexity, marketers should push for campaigns that take advantage of the exposure that off-site ads can offer.

Beyond brand organic and paid social, this content is now more regularly leveraged on brand websites, email display, connected TV (CTV), and digital out-of-home advertising (OOH), according to the report. As brands look to expand creator marketing strategies into new channels this year, retail media will be no exception, said our analyst Jasmine Enberg at 蘑菇AV鈥橲 Creator Economy Trends summit.

Connected TV (CTV) could see spending reductions exceeding 12% under a heavy tariff scenario鈥攖he highest among digital channels. "CTV is primarily a branding vehicle at this point, and so it is vulnerable to advertisers focusing their spend on performance-driven channels like search," said Stambor. "In the near term, we'll see budgets pull back.". Changing customer behavior.

Programmatic digital display is no exception to the ad spending downturn that has sent ripples through our forecast. As marketers scrutinize their investments, social networks are losing share of the programmatic pie while CTV and retail media drive growth.

Disney+ connected TV revenues are also significant, and we anticipate its CTV revenues will surpass $1 billion in 2026. Disney claims 157 million global viewers watch content with ads across Disney+, Hulu, and ESPN.

Consumers of all ages are flocking to CTV. We forecast that 68.4% of US consumers will use a CTV device at least once a month this year. This includes the 24.2% of CTV users ages 55 and older. We estimate that by 2026, adults will spend just 9 more minutes per day with linear TV than with CTV.

As CTV gains ground, retailers and advertisers are seizing on the enhanced advertising opportunities. CTV display ad spending is gaining momentum and is projected to reach $33.35 billion in 2025. Unlike traditional TV, CTV enables personalization, and retailers鈥� first-party data unlocks the potential to track the complete path to purchase across devices.

AI-powered connected TVs (CTVs) and holograms drew crowds. Google's Gemini integration and visual search platforms from tech companies like TheTake can make TV viewing more interactive and shoppable. Meanwhile, holograms of all sizes hint at the next era of virtual content. Automakers dominated much of the exhibition space, showcasing vehicles reimagined as entertainment hubs.

Consumers spend more time watching YouTube on connected TVs (CTVs) than any other device, prompting the company to double down on being a one-stop shop for content offerings. That includes a major push for Shorts, forcing creators to rethink their content strategies and follower attraction tactics.

Romania led the region in smart TV ownership and ranked No. 7 globally, tied with Australia. Some 63.3% of respondents owned a smart TV, significantly higher than the regional average of 49.3%. Live TV viewership in Romania was 93.3%, significantly higher than the regional average of 82.7%.

Smart TV ownership in Israel was significantly higher than the regional average. The survey found that 57.4% of respondents owned a smart TV, surpassing the Middle East and Africa average by 13 percentage points. Desktop/laptop ownership was also notably high at 76.6%, compared with the regional average of 57.9%.

CTV is playing an increasingly pivotal role in retail media display. On paper, retail media connected TV (CTV) offers an intoxicating proposition: rich storytelling and branding power of TV ads paired with granular targeting and, in some cases, closed-loop measurement of retail media. While there are kinks that still need ironing out, advertisers are going to invest in the idea.