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In a July Advertiser Perceptions survey of marketers who spend at least $250,000 annually on advertising, 37% of respondents said that connected TV and over-the-top video were better at measuring campaign effectiveness than linear TV.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

CTV isn’t exempt from privacy regulation: While regulatory efforts are uncertain, advertisers should begin adopting privacy-oriented CTV solutions.

Brands can maximize efficiency by targeting Hispanic consumers: The highly diverse demographic reports high brand recall and positive association with sports.

Connected TV (CTV) is revolutionizing television advertising by combining engaging content with targeted, data-driven strategies. With 75% of the US population watching OTT video, according to Ä¢¹½AV, advertisers have a golden opportunity to reach their ideal audiences.

In 2024, US digital pay TV services will make $15.41 billion in subscription revenues—that’s nearly one-fourth of total subscription over-the-top (OTT) revenues and almost one-fifth of total pay TV subscription revenues. YouTube TV and Hulu + Live TV have grown their subscription revenue share. Prior to the pandemic in 2019, these services received half of US vMVPD subscription revenues.

On today's podcast episode, we discuss whether search, social, connected TV, or retail media has been driving growth the most this year, how much non-cyclical ad growth has been fueling this year's numbers, and what to expect from ad spend in 2025. Tune in to the discussion with host Marcus Johnson and our analyst Ross Benes.

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

254.2 million people in the US will watch OTT video this year, per our February 2024 forecast. YouTube is close behind, with 241.8 million people watching on the platform.

Many in digital advertising, including the Interactive Advertising Bureau, have begun to use connected TV (CTV) as an umbrella term to include content delivered via CTV devices or OTT services.

Apple’s Prime Video deal draws the lines of power in streaming: Growth in SVOD is slowing significantly, leaving services little choice but to piggyback off larger platforms.

DirecTV enters FAST streaming space: This new service offers free, ad-supported content and genre-specific bundles, aiming to attract cord-cutters and younger audiences.

Subscription models have succeeded in OTT video, as well as in once-free-but-now-gated news sites, such as The New York Times or The Wall Street Journal. Existing genAI chatbots have attracted significant numbers of premium version subscribers—though mostly for professional purposes. Consumer satisfaction with agents also could offset lower clickthrough rates (CTRs) for ads.

It is one of the most common digital activities in the world, but many of these viewers won’t yet be watching OTT video via familiar platforms like YouTube or formats like paid sub OTT streaming—also known as subscription video-on-demand (SVOD). OTT video entertainment is mainstream and available almost everywhere, but billions of people still haven’t come onboard.

OTT video subscription revenues will hit $50.56 billion this year, an increase of 12.5% YoY, according to our forecast. Revenues will climb to $64.12 billion by the end of 2026.

As the TV and streaming landscape becomes increasingly fragmented, the terms used to describe different ways to watch are multiplying. We’ve already broken down the difference between connected TV (CTV) and OTT. With subscription video-on-demand (SVOD) platforms becoming ad-supported SVODs, and ad-supported video on demand (AVOD) platforms building out free ad-supported TV (FAST) platforms, it’s difficult to keep track of what cord-cutters are actually watching. Here’s a breakdown.

FAST viewership skyrocketed from 2019 to 2021. Now that these services are relatively mainstream, growth has settled down. But FAST remains one of the top-growing subcategories within the OTT ecosystem.

Netflix will generate more than $14 billion in US OTT subscription revenues this year, more than any other company. Disney will come closest to Netflix, but that’s after Disney+, Hulu, and ESPN+ revenues are combined. Netflix will account for more than one-fifth of total OTT subscription revenues this year; no other service comes close.

OTT will account for more than half (53.5%) of US video subscription revenues by 2025, when it will reach $71.92 billion, according to our December 2023 forecast.

In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues.

Netflix will remain on top despite a shaky 2023. Estimates for Hulu and the other sub OTT services were not affected by the writers strike.TikTok and YouTube are in a close fight for short- and medium-length video viewing time.