蘑菇AV

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

The holiday box office competes with the couch: Audiences are returning to theaters, but Netflix is offering blockbuster content.

In 2024, the number of pay TV viewers will fall by about 10 million while AVOD viewers will increase by just over 16 million. By 2027, AVOD will outnumber pay TV by more than 100 million viewers. View the full forecasts for pay TV and AVOD viewers. Google鈥檚 share of ad spend will fall below 50% while genAI disrupts search.

Apple TV+ offers free weekend: A blend of traditional tactics and tech strategy aims to boost subscribers ahead of Severance Season 2.

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This year, plenty of campaigns showcased the innovation and creativity of the ad industry.

In 2023, non-pay TV viewers (the sum of cord-cutters and cord-nevers) will surpass traditional TV viewers for the first time. As more and more streaming content is served on ad-supported services, CTV ad spending trends will track viewership of non-pay TV. To view the forecast for traditional pay TV viewers, click here, and to view the forecast for non-pay TV viewers, click here.

The launch of MyFree DirecTV demonstrates the pay TV company's effort to diversify its offerings and adapt to the evolving media landscape. This move could help DirecTV attract cord-cutters and younger audiences who prefer free, ad-supported content over traditional pay-TV subscriptions.

Walmart鈥檚 advertising business gets a boost: The retailer closed its Vizio acquisition, giving it inroads into the lucrative CTV market.

Amazon鈥檚 ad launch will define streaming for years to come: In less than a year, Prime Video became a top dog in streaming advertising.

TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

As recently as 2019, traditional pay TV drew over 90 million more viewers than ad-supported streaming services. In less than 10 years, that dynamic will have more than reversed. By 2027, AVOD will lead pay TV by more than 100 million viewers, and the gap will only get more extreme as pay TV devolves into a niche format. Viewers will be harder to reach as AVOD steals time.

Whether social media can replace linear TV is debatable. But there鈥檚 no question that it鈥檚 a strong contender for linear TV鈥檚 audience and ad dollars.

The YouTube TV live TV service is on pace to become the largest pay TV operator by 2026,鈥� he said. 鈥淎 lot of YouTube time is still happening on mobile phones, so CTV isn't the primary device, but the share that goes to CTV is way higher than it was a few years ago.鈥�. 2. Viewers are shifting to CTV faster than ad dollars.