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That figure represents 80.0% of the total Prime Video audience of 163.0 million in 2024 and will put Prime Video well ahead of Hulu as the largest ad-supported subscription OTT (sub OTT) video service in the US. To view the full forecast, click here. Ads on Prime Video will boost the power of Amazon in retail media CTV advertising.

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.

Walmart鈥檚 advertising business gets a boost: The retailer closed its Vizio acquisition, giving it inroads into the lucrative CTV market.

Many in digital advertising, including the Interactive Advertising Bureau, have begun to use connected TV (CTV) as an umbrella term to include content delivered via CTV devices or OTT services.

Subscription models have succeeded in OTT video, as well as in once-free-but-now-gated news sites, such as The New York Times or The Wall Street Journal. Existing genAI chatbots have attracted significant numbers of premium version subscribers鈥攖hough mostly for professional purposes. Consumer satisfaction with agents also could offset lower clickthrough rates (CTRs) for ads.

The MLB might prefer platforms with a higher subscription base and more revenue鈥攑erhaps the likes of Netflix, Hulu, and Disney+, which generate the most OTT subscription revenues. Apple is already spending $2.5 billion on MLS rights over a 10-year period, so adding another deal鈥攖hat would likely be above $500 million鈥攎ight be too much for Apple to justify.

Amazon鈥檚 overall OTT ad revenues will be a robust $4.72 billion this year, but much of that will derive from Amazon鈥檚 legacy ad-supported OTT services like Fire TV, Twitch, and FreeVee. Once we break out Prime Video鈥檚 sub OTT figure individually, Prime should look relatively balanced on the chart above. No company leverages its users鈥� time quite like Meta.

OTT video subscription revenues will hit $50.56 billion this year, an increase of 12.5% YoY, according to our forecast. Revenues will climb to $64.12 billion by the end of 2026.

As the TV and streaming landscape becomes increasingly fragmented, the terms used to describe different ways to watch are multiplying. We鈥檝e already broken down the difference between connected TV (CTV) and OTT. With subscription video-on-demand (SVOD) platforms becoming ad-supported SVODs, and ad-supported video on demand (AVOD) platforms building out free ad-supported TV (FAST) platforms, it鈥檚 difficult to keep track of what cord-cutters are actually watching. Here鈥檚 a breakdown.

Netflix will generate more than $14 billion in US OTT subscription revenues this year, more than any other company. Disney will come closest to Netflix, but that鈥檚 after Disney+, Hulu, and ESPN+ revenues are combined. Netflix will account for more than one-fifth of total OTT subscription revenues this year; no other service comes close.

OTT will account for more than half (53.5%) of US video subscription revenues by 2025, when it will reach $71.92 billion, according to our December 2023 forecast.

FAST viewership skyrocketed from 2019 to 2021. Now that these services are relatively mainstream, growth has settled down. But FAST remains one of the top-growing subcategories within the OTT ecosystem.

In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues.

Netflix will remain on top despite a shaky 2023. Estimates for Hulu and the other sub OTT services were not affected by the writers strike.TikTok and YouTube are in a close fight for short- and medium-length video viewing time.

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 Trade Desk unveils a CTV operating system: The move thrusts the DSP provider into direct competition with leading CTV device manufacturers.

Roku鈥檚 original content gives it an edge in CTV: A deal with Google highlights how content offerings allow Roku to reach viewers outside its hardware net.

CTV ad innovation benefits OOH advertising: The prevalence of digital billboards and small screens is helping the OOH sector reverse traditional media鈥檚 declines.

Streaming ad loads haven鈥檛 changed much lately. To a viewer accustomed to watching Netflix without ads, 9 minutes of ads per hour may seem like a lot. But that鈥檚 still much lower than linear TV, which has about 15 minutes of ads per hour.

Mediaocean acquires Innovid: $500 million deal merges platforms to challenge google in connected TV and global ad tech.

US political ad spending will hit new highs amid the 2024 presidential election, with connected TV (CTV) driving the biggest gains. Despite the digital shift, traditional TV鈥攍ong a mainstay of political advertising鈥攚ill hold its own.

A hot mic moment revealed Disney鈥檚 advertising audience: The company鈥檚 Q4 earnings came with AVOD revelations and significant gains in India.

YouTube鈥檚 growing prominence on connected TV (CTV) will drive this shift.

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.