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Ethan, you put together the report for us. The two other gents we have on the call worked on the numbers behind the scenes, but could you set the table for us? What top line is time spent with media looking like this year? Ethan Cramer-Flood (03:35):. Absolutely. Yeah, so this is US time spent with media 2025 hot off the presses.

Spotify never rolled out its Premium Mini option in the US. The mobile-only plan with ad-free music and limited offline listening didn鈥檛 get a wide release perhaps to avoid losing higher-paying subscribers.

Modelo鈥檚 college basketball ad spend grows 48%: The investment highlights the lucrative opportunity of advertising during live sporting events.

蘑菇AV 1 in 10 US digital ad dollars will go to CTV this year, a total of $33.35 billion, per our forecasts. Of that, 15.0% will come from retail media, up from 11.9% last year. And that figure will rise in years to come. Retail media CTV ad spend is growing about three times faster than retail media search is.

US banking digital ad spending growth will rebound dramatically in 2024, but tougher times lie ahead. Understanding the nuances of consumer behavior will be essential to boosting ad impressions.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

Oscars viewership falls 7% but improves across younger demographics: The ratings decline doesn鈥檛 necessarily mean that live events are a lost cause.

Catering to captive audiences: YouTube is capitalizing on smart TVs and streaming devices surpassing mobile as its dominant US viewing platform to leverage larger screens and high-speed internet connections. TV viewers skew older than smartphone viewers and spend longer sessions on content. YouTube is challenging Prime Video鈥檚 aggregation model, which added Apple TV+ in 2023.

Hulu鈥檚 technical breakdown at the Oscars sparks backlash: Subscribers missed key moments as the stream crashed early, exposing the platform鈥檚 struggles with high-profile live events.

Key Stat: Among the top US streaming services, Netflix is the only one with more committed customers (58%) than curious customers (42%), which makes it less prone to bundling, according to Antenna. Executive Summary. Streaming services are betting that bundles will limit cancellations and attract new viewers.

Media and entertainment will increase its digital ad share to 78.1%, putting it above the US average for the first time since 2020. And digital鈥檚 ad share will exceed 80% in three other industries. For more information on our industry advertising spending forecast, see 鈥淯厂 Ad Spending by Industry 2024鈥�.

The Trade Desk and publishers push for a more efficient open internet: Media leaders see programmatic as a way to unlock ad opportunities while reducing reliance on walled gardens and improving supply chain transparency.

The deal has faced some backlash, with US Senator Elizabeth Warren arguing that it could lead to higher prices and less market competition while giving Disney a lead as the second-largest digital pay TV provider. The proposed merger comes after Fubo sued Disney, Fox, and Warner Bros. Discovery over plans for a sports-streaming service called Venu, which were eventually abandoned.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

WBD grows streaming profits as TV revenues decline: It added 6.4 million Max subscribers, but TV ad declines and cord-cutting continue.