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Last year, FreeWheel, a Comcast company, launched the Viewer Experience Lab, a researched way to deliver ad-supported content that is as good or better than the traditional TV experience that consumers are accustomed to. Q: What are some of the misconceptions about advertising during live events? A: Live events attract a lot of people, and a lot of different types of people.

By blending traditional upfront presentations with the innovative spirit of the NewFronts, Amazon is aggressively looking to make its presence felt in digital and streaming media advertising. We鈥檝e already said Prime Video鈥檚 ad tier would boost CTV ad spending and challenge traditional TV marketing; Amazon鈥檚 move to the Upfronts will accelerate this shift.

Digital video wins over traditional TV among Hispanic viewers. The US Hispanic population has the highest rate of digital video penetration among racial and ethnic groups, at 81.3%.

Examples: Roku, Fire TV, Samsung, Vizio, LG. Other considerations: When buying CTV ads across platforms, advertisers need to make sure ads are varied and not repetitive so that a viewer doesn鈥檛 see the same ad several times in different places. Our definition of CTV ads includes subscription streaming services, free streaming services, device-makers, and traditional TV offshoots.

The average time spent per day with traditional TV in the US is expected to fall by 15 minutes between 2023 and 2025, marking an 8.6% decline, according to our forecast. In July, for the first time, the share of viewing time among US adults on cable and broadcast TV fell to a combined 49.6%, according to Nielsen. Are low ad loads, especially in some of the newer premium services, sustainable?

OTT video鈥檚 global quest to displace traditional TV is proceeding, but more slowly than before. OTT digital video viewership is increasing in every country we track and in every region in the world. Whether free, like YouTube, or paid, like sub OTT (a term we use interchangeably with SVOD鈥攕ubscription video-on-demand), all trends are still pointing in the right direction.

Digital is substituting for traditional TV viewing. The combined time spent with TV and digital video content is declining slightly in the UK, as the country resets following outsize pandemic growth.

But traditional TV remains prominent, despite being less popular with these generations compared with Gen Xers and baby boomers. In-store video ads rank lower than any other video ad. Millennials and Gen Zers find in-store print ads to be more helpful than in-store video, despite finding other video ad formats more helpful.

Nielsen estimates show children ages 2 to 11 prefer YouTube over traditional TV and Disney+, viewing three times more YouTube content in April compared with Disney+. More on this: 蘑菇AV data shows YouTube dominates social media usage among US children under 12, with 58% preferring it over TikTok (5.5%), Instagram (5%), Facebook (3.7%), and Snapchat (3.2%).

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.

Its traditional TV business is eroding, its streaming operation is not yet profitable, and it's facing pressure from an activist investor to rein in costs and plan for a post-Iger succession. It remains to be seen whether a new round of layoffs and a corporate restructuring announced during the earnings call will be enough to appease critics, and to set the business on more solid footing in 2023.鈥�.

Traditional TV in the US is dominated by the 65-and-older age group, which spends 4 hours, 58 minutes (4:58) watching linear TV per day. This is in contrast to younger age groups, such as the 25-to-34 age group, which spends only 1:12 on linear TV daily, per our forecast. Advertisers might consider combining both TV and CTV if their target audience spans a larger age range, Verna said.

On today's podcast episode, we discuss how advertisers should adjust their plans based on social video time's slowing growth, whether people will spend more social media time on connected TVs, and the ratio between ad spend and time spent on social networks. "In Other News," we talk about whether TikTok can become a more traditional social network and getting paid to watch ads on a new socially conscious social media app. Tune in to the discussion with our analyst Debra Aho Williamson.

But the number of digital viewers is increasing as the number of traditional pay TV viewers shrinks. New sports deals and offerings from streamers are boosting digital, including NFL games on Netflix, NBA and WNBA games on Amazon Prime Video, and linear TV network content available on Hulu with Live TV and YouTube TV.

TV viewers. Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. Voice assistant/search users. Executive Summary. The shift from traditional TV viewership to digital video is accelerating. The trend is being driven in large part by increased connected TV (CTV) viewership and higher levels of smart TV ownership. Smartphone ownership is nearly universal.

As those traditional ads evolve into digital ones, there鈥檚 a greater opportunity for brands to improve return on investment through better targeting, measurement, and attribution capabilities. As retail media moves up the funnel, look for it to draw budgets from unlikely places, like traditional TV.

The upshot of this is an overall decline in total video time鈥攁 trend that鈥檚 mirrored in the UK but is in opposition to Germany, where traditional TV鈥檚 enduring appeal is helping total video time remain steady. Traditional TV declines have been steep post-pandemic. In France, like in most other Western markets, traditional TV viewing is falling.

鈥淚t鈥檚 a little bit of a hybrid between livestreaming and mobile shopping and what you can do with traditional TV or connected TV,鈥� said our analyst Sky Canaves on our 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. 鈥淚t shows how an in-demand product can really drive this kind of livestreaming commerce.鈥�. 3. Examine the resale opportunity.

鈥淸YouTube is] going to get a lot of upfront money, probably as much as any TV network,鈥� said Benes. 鈥淏ut they鈥檙e so big. It鈥檚 tough, at least in the US, to expand any more.鈥�. Nearly 80% of US internet users will watch YouTube monthly this year. Young people don鈥檛 consider watching YouTube (and YouTube鈥檚 ads) fundamentally different from watching traditional TV, said Benes.

The addition of ads to Prime Video, which we forecast will have 163.3 million US viewers this year, is yet another bump in the road for traditional TV, which has been losing US viewers since 2012. US TV ad spend growth is coming from connected TV (CTV) rather than linear.

On today's episode, we discuss a milestone for digital video, why TV lovers still love their TVs, and the relationship between digital audio and social networking. "In Other News," we talk about how many US shoppers use their phones to pay for things at the register and how many generative AI users there are in the US. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood.

What鈥檚 got the go-ahead? Pushing boundaries, leveraging social media, and engaging with audiences beyond the TV. But be wary: don鈥檛 go too far, lose focus on offline opportunities, or forget to connect the dots.

They will average 1 hour and 17 minutes (1:17) per day watching traditional TV this year, per our February 2024 forecast. This may be because other platforms like TikTok require users be 13 or older to sign up, pushing kids toward TV, or because children are watching alongside parents or grandparents. But don鈥檛 expect the generation to hang around.

Gen Zers and millennials in our study placed little value on most forms of ads, including traditional TV, out-of-home, radio, print, and podcast ads.