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

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.

With over-the-top video paid subscriber growth expected to flatten over the next few years, lower-cost tiers can keep revenues rising and give users more control over their viewing experience. The long-term success of Premium Lite will depend on whether YouTube can strike the right balance between delivering value and protecting its core ad business.

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.

Catch up on how FAST services are shaking up TV advertising.

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.

Forty percent state they are increasing ad spend for CTV/OTT channels because ads can reach these audiences, with another 38% appreciating the channel’s ability for precision audience targeting. Thirty-five percent claim CTV/OTT advertising helps them capture declining audiences from traditional TV.

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

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.

The smartphone remains Gen Z’s favorite device, as it’s the quickest way to access digital video and social media. But adoption of CTV and VR continues to rise.

LiveRamp CEO's growth strategy: Neutral positioning and network effects fuel commerce media and CTV expansion as ad budgets rebound.

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.

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.