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Black digital video viewers consume a mix of paid streaming services, free OTT services, and free ad-supported platforms. Roughly 73% of digital video viewers subscribe to three or more paid streaming services, according to a July 2023 Nielsen report. In choosing platforms, Black viewers prioritize Black TV content.

Sustaining momentum will require reaching new users and minimizing churn without undercutting the ad-supported base. Our take: YouTube鈥檚 decision to expand Premium Lite comes at the right time. With over-the-top video paid subscriber growth expected to flatten over the next few years, lower-cost tiers can keep revenues rising and give users more control over their viewing experience.

Time spent with sub OTT will grow a few percentage points per year for the next few years. This is in contrast to the early years of the pandemic when sub OTT time spent grew tremendously. No longer will we see the entire population increase their amount of daily streaming time by 10 minutes to 20 minutes YoY. With streaming gaining time spent incrementally, linear TV has held onto its lead.

Sub OTT gains popularity. Ad-supported sub OTT tiers entered the streaming scene just in time for cost-conscious consumers to take advantage. 鈥淣etflix is opening up completely uncharted space for advertising where it hadn鈥檛 been before, and Disney is doing very similar things.

A vast increase in video ad inventory is fueling CTV growth, led by YouTube, 狈别迟蹿濒颈虫鈥檚 new ad-supported tier (one of many video platforms to introduce ads in 2022), and free ad-supported TV (FAST) channels like Pluto TV. AI is expected to fuel continued expansion in programmatic buying. Media buyers have turned to programmatic partners to solve the problem of targeting in a post-cookie world.

Key stat: CTV viewers would rather opt for ads than higher subscription prices; 56% of new streaming subscribers choose ad-supported plans, according to Samba TV鈥檚 US "State of Viewership" report. 91% of ads reach just half of linear TV households, according to the report.

狈别迟蹿濒颈虫鈥檚 ad-supported viewers often come from new sign-ups. In countries where the service has advertising, 40% of sign-ups choose its ad plan. It鈥檚 common for streaming services to find more success obtaining ad-supported viewers from new sign-ups rather than from existing subscribers. For the first time, the majority of streaming sign-ups were ad-supported in Q4 2023, according to Antenna.

On today's podcast episode, we discuss why households with no pay-TV (traditional or digital) will be the majority and if livestream shopping in America can become habitual. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Black digital video viewers consume a mix of paid streaming services, free OTT services, and free ad-supported platforms. Roughly 73% of digital video viewers subscribe to three or more paid streaming services, according to a July 2023 Nielsen report. In choosing platforms, Black viewers prioritize Black TV content.

On today's episode, we discuss what the biggest impact of generative artificial intelligence (AI) will be, whether time spent with ad-supported media is falling, why Lululemon is looking to sell its connected fitness company Mirror, the battle between SMS and email, what makes a shopping experience convenient, which country could see its population cut in half; and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian, and analysts Blake Droesch and Paul Verna.

Amazon will get a growth boost from its OTT video service. Amazon will benefit from a new kind of growth model in 2024, thanks to its ad-supported video-on-demand initiative with Prime Video. By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets.

This development, combined with continual growth of Amazon鈥檚 ad-supported streamer Freevee and its Fire operating system, will propel Amazon to become one of the largest players in streaming advertising next year. Ad loads, ad prices, and ad-supported sign-ups vary across streaming services and add nuance to comparisons.

No longer a fledgling challenger advertising channel, CTV has narrowed the ad spending and viewership gaps considerably between itself and linear TV, absorbing more advertising budgets, and encouraging more streaming services鈥攊ncluding the notoriously anti-ad Netflix鈥攖o unveil their own ad-supported tiers.

The two-pronged deal will help Roku reach audiences outside its own ecosystem, allowing it to better compete with other free, ad-supported TV (FAST) options, while also giving Google TV customers access to more free content.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform鈥檚 massive potential for advertisers. Between Shorts, YouTube鈥檚 flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube鈥檚 reach is.

This year, US programmatic digital display ad spend will increase 15.9% YoY, growing three times the rate of nonprogrammatic digital display ad spend, according to our December 2023 forecast.

Charter Spectrum will offer Max to its customers: A carriage deal with Waner Bros. Discovery continues the trend of streamers winning out in pay TV negotiations.

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.

The news: Super Bowl LIX will stream for free on Tubi, the ad-supported streaming service (FAST) owned by Fox, the company announced this week. This is the first time the Super Bowl will be available on Tubi. Tubi ascendant: Tubi鈥檚 strong user growth and ad spending has made it a bright spot in Fox鈥檚 portfolio.