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If TikTok gets banned (and it鈥檚 a very big 鈥渋f鈥�), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen.

The rise of OTT streaming and short video on social media has propelled a rapid increase in video advertising for most industries. Retail lagged far behind the average in video ad spending, but it has started to close the gap over the past five years.

The UK is a mature programmatic market, but innovation and evolution continue apace, particularly in the connected TV and out-of-home environments. The next step for programmatic practitioners is to invest in multichannel campaign capabilities.

Time spent with sub OTT video is steadily increasing, for example鈥�31 minutes in 2019 will increase to 53 minutes this year. Meanwhile, BVOD has seen similar, if less marked, gains鈥攔ising from 20 minutes to 28 minutes over the same period. Digital video time is thus set to overtake traditional TV time next year.

LG brings ads to CTV screensavers: The rapid pace of new ad space on CTVs reflects a race for ad dollars.

FAST trend grows globally: New channels from Free Live Sports, CBC, and Pluto TV showcase demand for free, ad-supported streaming options.

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

Harris outspends Trump 20 to 1 on Meta platforms: Though Harris is largely spending on CTVs, millions are going to Facebook and Instagram.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform鈥檚 new suite of features introduced last week include Communities, a fan鈥檚 ability to boost creators鈥� videos, generative AI (genAI) video tools, and gifting. These innovations mimic what鈥檚 working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.

US subscription over-the-top video viewers will grow just 1.9% this year, per our forecast, reflecting a market where companies will fight over inches rather than miles. At the same time, consumers report frustration with the rising cost of subscription video: A July Hub Research survey found that US adults spend $82 monthly on streaming subscriptions and are only willing to pay up to $87.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

Why marketers should experiment with CTV ad formats: Interactivity and advanced targeting help improve ad relevancy and user experience.

The number of companies that generate more than $1 billion in annual US CTV ad sales grew from two in 2020 to five in 2024

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.