蘑菇AV

The advancement of programmatic and increasing consumption of short-form and streaming platforms on mobile devices have driven digital video ad market growth. However, growth will decrease to 7.7% in 2025 as video consumption peaks amid an aging society. Meituan leads digital ad spending growth in China as Baidu slips.

Rather than chasing a streaming-only future, Comcast is doubling down on a hybrid approach, integrating broadcast, streaming, and theatrical content. While live sports and premium content will drive growth鈥攖he company shared news on that front at CES鈥擯eacock鈥檚 profitability remains a challenge.

But the real headline news dropped in a hot mic moment when CEO Bob Iger shared key figures about the company鈥檚 ad-supported streaming audience. During the company鈥檚 earnings call, Iger said 37% of Disney+ subscribers in the US and 30% globally now use the ad-supported tier鈥攁 rare revelation from a major streaming player about its advertising reach.

It鈥檚 still growing quickly, but display is growing even faster thanks to the rapid growth of video advertising in OTT video and social media. Search will also experience an impact from generative search late in the forecast period, which may reduce ad impressions. Retail media continues to be the fastest-growing major ad channel we track, although its growth rate will slow down.

CNN isn鈥檛 done with streaming: In a memo announcing layoffs, CEO Mark Thompson said a standalone streaming service is coming.

Despite a crowded streaming field rife with advertising competition, Netflix鈥檚 record Q4 for subscriber growth and strong holiday performance solidified its place as a leader for premium streaming inventory. Its two Christmas Day NFL games were the most-streamed in the league鈥檚 history, and 鈥淪quid Game鈥� season 2 quickly became one of its biggest hits.

The news: Nielsen received Media Ratings Council (MRC) accreditation for Big Data + Panel, its measurement solution that combines first-party data from connected TVs and streaming services with its staple panel methodology. The approval positions Nielsen to better compete with companies like iSpot and VideoAmp that are hoping to chip away at its market share.

Streaming has transformed sports viewership鈥攁nd advertising along with it. With more fans tuning in through connected TV than traditional broadcast, brands now have a unique chance to reach a loyal, engaged audience.

X hopes video can reverse declines: A video tab is part of the company鈥檚 bet to attract users and advertisers.

Our take: Netflix's Q4 performance demonstrates successful adaptation to streaming market demands, but future growth depends on careful balance. While live content and advertising show early promise, the platform must manage price increases and content investments without alienating subscribers.

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.

In anticipation of this shift, streaming services, advertisers, and their vendors must address lingering pain points in the CTV ad experience. Advertisers should work with trusted partners and spread money out. Streaming services and their vendors should optimize the user experience (UX) for ad-supported viewers.

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.

Live concert streaming could create a model for global artists to reach Indian audiences through digital platforms.