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

US OTT, Pay TV, and YouTube Viewers Forecast 2025 (Ä¢¹½AV subscription required). Gen Z Technology and Media Preferences 2025 (Ä¢¹½AV subscription required). Note: Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos, or other content.

Asia-Pacific is the most coveted region worldwide for its digital video streaming growth. And the OTT video segment has been gaining steam as audiences increasingly crave high-quality content. However, players have had to stay innovative as they cope with an array of business challenges that comes along with this diverse region.

Catch up on the big events and trends shaping how advertisers measure linear and connected TV advertising.

OTT video viewing is about to get a boost in the UK, as traditional TV viewing gets a broadband delivery option next year.

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’s 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.

CTV has become the primary gateway for popular OTT video streaming services, as well as a conduit for digital audio, gaming, and even accessing linear TV (via digital TV providers, formerly known as vMVPDs). This degree of success will mean limited topline CTV user growth going forward. Click here to view our full forecast for US CTV users. Almost everyone in the US lives in a CTV household.

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’s 4.3%.

Roku wants to open the CTV door for small and midsize brands: A partnership will allow brands to repurpose ads designed for social media to run on its platform.

As they do that, the unexpected gets more and more expected and they need to find ways to go over the top," said podcast host Sara Lebow on a recent episode of "Behind the Numbers.". Here’s how brands are using controversy, humor, and cultural moments to break through. Sydney Sweeney's bathwater tops the list. Dr.

US streamers will see $66.23 billion in OTT subscription revenues this year, per our December 2023 forecast. Most of that money will come from the biggest players—Netflix, Disney+, Hulu, YouTube, and Paramount+—but over a third ($22.91 billion) will come from other streamers. This potential subscription and ad revenue are why brands like Chick-fil-A and the Dallas Stars NHL team are launching their own streaming services. Here are the driving forces behind the growth of these niche platforms.

Viewership continues to shift away from linear TV to OTT sources like Netflix, YouTube, Amazon Prime Video, Roku, AppleTV+, Disney+, and Crave (owned by Bell Media). Many of these services offer ad-supported tiers for less expensive viewing. There will be 22.0 million adult CTV viewers in Canada this year, due to greater penetration of smart TVs. CTV is eating into traditional TV ad spending.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.