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As 2023 comes to an end, this is the data you need to kick-start 2024.

(Insider Intelligence subscription required). Note: Individuals of any age who watch an internet-delivered live TV service via app or website at least once per month (e.g., Hulu + Live TV, Sling TV, YouTube TV).

This means that, in a span of 18 months, three major streaming services that were previously ad free will have plenty of inventory to satisfy pent-up demand from advertisers. Free ad-supported streaming TV channels are adding viewers and growing their revenues.

Video subscription fatigue will signal an upturn in demand for ad-supported video-on-demand (AVOD) and free ad-supported streaming TV (FAST). At the subscription video-on-demand (SVOD) end of the scale, cheaper ad-supported tiers will become ever-more prevalent.

Ad-Free Streaming Video Viewers 2024.

The majority of subscription video-on-demand sign-ups on Peacock and Hulu are ad-supported, according to Antenna, accounting for 69% and 58% of overall subscription plans, respectively.

A growing number of paid TV subscriptions are delivered via the internet. This has been driven by live sports viewership. Demographics. CTV has the largest audience share among millennials: There will be 62.0 million millennial CTV users in the US this year, per our forecast.

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

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.

China鈥檚 retaliation rattles markets, but Big Tech could offset losses by leaning into AI, services, and subscriptions鈥攊f consumers still bite.

FAQ on the TV and CTV Currency Landscape (蘑菇AV subscription required). Ad Measurement Trends H1 2025 (蘑菇AV subscription required). Methodology: Data is from the November 2024 Advertiser Perceptions survey as cited in Advertising Age newsletter. 200 US brand and agency decision-makers were surveyed during July 22-31, 2024.

For the rest, viewing cuts into subscription and transactional video services as well as traditional TV. This means FAST viewership is contributing significantly to ad spending growth on CTV. Sports properties continue to flow to digital, increasing CTV ad inventory and monetization.

This move could help DirecTV attract cord-cutters and younger audiences who prefer free, ad-supported content over traditional pay-TV subscriptions. The integration of the "Your TV" aggregation feature suggests DirecTV is focusing on personalization and user experience to compete in the crowded streaming market.

In 2024, the combined viewership of free ad-supported TV (FAST) platforms and ad-supported subscription over-the-top tiers鈥攊n other words, the total AVOD audience鈥攚ill exceed 180 million. That figure will tower over pay TV鈥檚 total 111.5 million viewers. The pace of change will be jarring for advertisers who still plan based on linear TV spots.

According to Nielsen鈥檚 鈥�2025 Annual Marketing Report,鈥� 56% of global marketers plan to increase their OTT and CTV spending in 2025, up from 53% in 2024. This makes CTV one of the few digital channels with growing investment year-over-year, especially in the Americas. CTV鈥檚 appeal lies in more than audience size.

The sports streaming landscape is fractured, meaning an NFL or MLB viewer would need several subscriptions to watch their team鈥檚 full slate of games online. That also means ads are spread across multiple platforms. Until sports rights consolidate or OTT ads standardize, publishers risk targeting the same viewer multiple times with the same ad. More like this:.

It鈥檚 not just Charter Spectrum鈥攁 similar dynamic played out last month with DirecTV and Disney, resulting in DirecTV offering Disney+ and Hulu subscriptions. Linear pay TV services are stuck between a rock and a hard place in these negotiations: Streamers like Disney, Paramount, and NBCU also own some of the most-viewed channels on linear TV and can withhold access if their terms aren鈥檛 met.