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A hurting US ad market is showing signs of recovery. Our forecast predicts 3.8% growth in overalUS media ad spend this year, for a total of $353.86 billion. Magna upped its US ad spend forecast for 2023 YoY growth from 4.2% to 5.2% in September. And in August, the US ad market achieved two consecutive months of growth for the first time since last June.

The US Hispanic population is young and growing faster than the general US population is. Their buying power will approach $2.8 trillion by 2026. Here鈥檚 a look at their media habits and how to reach them.

As streaming wars heat up, nearly three in 10 US internet households are canceling services to save money. Seeking profitability, streamers increase subscription prices. Disney and Spectrum reach a new deal that includes Disney+ and ESPN subscriptions.

CTV ad spending is expanding because more services have adopted ads, streaming services have increased their ad loads, and people continue to spend more time streaming. Not too long ago, HBO, Netflix, and Disney+ featured no advertising. Now they all have ads. And some of the most popular ad-supported streamers, like Hulu, have increased their ad loads in recent years.

Over one-third (37.7%) of US consumers鈥� time spent with TV is with streaming services, per Nielsen. Cable is not far behind, with a 30.6% share of consumers鈥� TV time.

On today's podcast episode, we discuss what the 2024 Oscars taught us about the future of awards shows, whether its time to give up on email, how Netflix's sports strategy will play out, if the idea of "news" can survive online, how the money in the world is shared between us, and more. Tune in to the discussion with our analyst Bill Fisher, forecasting analyst Zach Goldner, and director of forecasting Oscar Orozco.

Connected TV (CTV) ads are skyrocketing, leaving advertisers navigating new ad loads on platforms like Netflix and Disney+ while grappling with the challenges of measuring ROI in the streaming domain.

On today's podcast episode, we discuss whether YouTube Shorts are cannibalizing long-form content, Instagram and Facebook users potentially being able to pay to avoid ads in Europe, how Netflix's password crackdown is getting on, whether serving multiple ads at once is a good idea, the impact of the Digital Services Act's arrival, how long it would take you to drive around every road in the US, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, analyst Bill Fisher, and forecasting analyst Zach Goldner.

Ad-supported video-on-demand (AVOD) services will gain more than triple the US viewers that subscription OTT video will this year, per our forecast. AVOD will add 13.3 million viewers, including 4.3 million from free premium platforms, for a total of 157.1 million. Meanwhile, subscription OTT services will gain 4.3 million viewers to reach 222.2 million.

US consumers are flocking to low-cost plans with some amount of advertising.In 2022, increases were especially pronounced among ad-supported video on-demand (AVOD) services.

In 2023, the number of US scripted series declined by 14% over the prior year, according to FX Networks. For years, content production soared, with gains occurring nearly every single year. The drop-off that occurred last year is unprecedented.

That concludes our list, now it's time for our second half where Suzy and Blake get to tell us all the places where we went wrong. Suzy and Blake will each have a chance to move a brand up or down on our rankings list and to add a new company entirely. So let's start off Blake, make a move. Blake Droesch:. I'm going to drop Netflix to the bottom of this list.

Viewers praised newer streaming services like Max, Disney+, and Netflix for delivering a better ad experience compared with their competitors. Why it matters: Viewers are willing to make compromises for their viewing preferences.

Verna said that Disney+ and Netflix, which have just recently launched ad-supported tiers, will both be short of a billion dollars in CTV ad revenues this year.

Gen Alpha is still a nascent generation, but technology is already a constant in their lives: 36.0 million US children are active internet users, exceeding teen internet users by 11.4 million, per our forecast. This is the data you need to understand the future Gen Alpha.

It鈥檚 becoming more expensive for streaming viewers to avoid advertising. Netflix, Disney+, and others have raised subscription prices over the past several months.

Other possible beneficiaries include Instagram, Netflix, and BeReal, particularly with its younger consumer base, though BeReal has yet to figure out ways to monetize its app. What鈥檚 at stake:. Short-from video ad spending will increase by 10.4% this year to reach $18.3 billion, according to Magna Global.

Netflix fumbles live. The streamer blundered its second live event, a 鈥淟ove Is Blind鈥� reunion special, which left fans disappointed. 鈥淸狈别迟蹿濒颈虫闭 needs to step out of its comfort zone to generate new revenue streams, and live programming is one of them,鈥� said Verna. 鈥淚t鈥檚 also one that they have famously dismissed in the past, only to now consider it and test it.

The second most cited area of focus in attribution or emerging media for US brands and agencies in 2024 is first-party data acquisition and partnerships, according to November 2023 data from the Interactive Advertising Bureau (IAB).

The merger will undoubtedly drive increased industry competition, as the combined service could challenge established players like Netflix, Disney+, and Amazon鈥檚 Prime Video, creating opportunities and potential hurdles for advertisers.

Those efforts led to strong revenue and subscription growth for companies like Netflix and others, which offer large libraries of content akin to pay TV providers, albeit at a much lower cost.

When Netflix first rolled out its ad-supported tier in late 2022, its CPMs (the cost to reach 1,000 users) were nearly $60, per our data. Disney+ CPMs were slightly lower at $50, but still much higher than Hulu鈥檚 at $24.44.

Netflix accomplished this by eliminating its cheapest ad-free tier in July. More price increases are likely to come. After comparing streaming services鈥� viewership market share with their average subscription prices, Bernstein Research concluded that Netflix, Hulu, and Peacock have the most room to increase prices.

Discovery recently disclosed that it expects the strikes to cost it up to $500 million this year, and companies like Netflix lowered CPMs significantly.

So, I think for Netflix, the most important sentence there is Netflix needs content for engagement while the writers' and actors' strike is ongoing.