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Average CTV usage in the US is projected to nearly double from 1 hour and 22 minutes (1:22) in 2020 to 2:37 in 2026, per our forecast. By 2026, it's estimated that 69.9% of the US population will be CTV users. Advertisers are responding to these trends, with 61% planning to increase their CTV ad spend, according to an April 2024 Advertiser Perceptions and Premion study. 3.

We expect the service to generate over $600 million in US ad revenues this year (see chart). Paramount+ revenues grew 16% in Q4 and 33% for the full year, cementing its role as Paramount鈥檚 most promising business. The service added 5.6 million new subscribers in Q4, reaching 77.5 million total, marking its strongest growth in two years.

Streaming services are shifting from subscriber growth to retention, as churn rates in the US have nearly tripled to 5.5% over the past four years. With costs rising and subscriber growth slowing, reducing cancellations has become a top priority. Consumers are responding to cost savings.The Disney-WBD bundle delivers a clear financial incentive, making it an attractive long-term streaming option.

Apple has a deal with MLB worth $85 million annually to broadcast two Friday night games each week during the baseball season, or about 50 a year, in the United States and eight other countries. Apple TV+ is highlighting its Major League Soccer season pass and adding new features, like allowing Android users to download the app from the Google Play store.

While retail media networks (RMNs) sell brand safety and predictability to marketers, influencer marketing boasts direct access to loyal audiences. Pairing these two channels together, experts stress, can drive significant growth for brands. Nine in 10 US marketers plan to promote their creator partnerships via RMNs in 2025, according to an October 2024 LTK survey.

Smart TVs are used by 61.9% of US connected TV (CTV) households, making them the top CTV device by far, per Comscore CTV Intelligence. In second and third place are Amazon Fire TV (29.1%) and Roku (28.4%), respectively.

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.

We estimate that US affiliate marketing spending will top $10 billion for the first time this year and will exceed $15 billion in 2028. Click here to view our full forecast for US affiliate marketing spending. Some advertisers and publishers have gotten off to a rough start in 2024. Revenue growth for some has not recovered after a tough end to 2023.

As US smart TV ownership climbs to 70.6%, Nielsen is leveraging larger, more diverse data sets to refine its audience measurement for the 2024鈥�2025 TV season. This strategic enhancement aims to deliver more accurate and actionable audience segmentation to better support media stakeholders.

Some 94% of consumers across the US, UK, and Canada prefer contextual ads over identity-based ads based on browsing history, per GumGum survey data. Almost 80% are more likely to engage with ads that match the content they are viewing, per the survey.

The show has accumulated 589 million minutes of viewership in the US, with 28% coming from the second season premiere. The season 2 premiere contributed to a 126% increase in new sign-ups between January 1-19, 2025, compared to December 2024.

The news: Senator Elizabeth Warren has urged the US Department of Justice (DOJ) to investigate Disney鈥檚 acquisition of a controlling stake in Fubo, citing potential anticompetitive concerns. In January, Disney announced it would merge its Hulu + Live TV service with Fubo, with Disney owning 70% of the combined company.

Netflix sets record with 8.6% of TV viewing as sports fuel broadcast growth: While streaming dominated at 42.6% market share, NFL and college football content helped push broadcast TV up 5% in January.

The platform will have 80.7 million monthly US users in 2024, per our forecast. US Gen Z users will reach 21.1 million this year, a 13.6% increase from 2023, making them the platform's fastest-growing demographic. Our forecast has LinkedIn's global ad revenues reaching $7.31 billion this year, with double-digit growth for the next three years.

Two-thirds of US TV viewers (66%) would rather watch ads and save $4 to $5 a month than spend the money to ditch ads, according to June 2024 data from Hub Research. That鈥檚 up five percentage points from June 2023. Netflix, Amazon Prime Video, Hulu, and Max all have ad-supported tiers now, and consumers benefit by saving a few dollars along the way. Advertisers can capitalize on these cost-saving behaviors by reaching consumers with messaging that emphasizes discounts and deals.

TVs are now bigger than mobile for YouTube鈥檚 US watch time, according to YouTube鈥檚 official blog. Viewers are watching, on average, over 1 billion hours of YouTube content on TVs daily, according to the statement. Consumers are also investing more in YouTube content. The platform reports a 40% increase in channel memberships in 2024. This was originally featured in the 蘑菇AV Daily newsletter.