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Ad-supported subscription tiers and free ad-supported TV (FAST) on the internet have expanded. More pressure to prove ROI. The fiercer competition between pay TV and ad-supported digital video (e.g., FAST) requires tangible results for various audiences. Pay TV鈥檚 enduring reach.

Once we account for large families, group viewing, and rampant password-sharing, viewership totals can end up nearly triple the number of formally paid subscriptions. Our goal is to determine for marketers how many pairs of eyeballs are tuning in, regardless of who鈥檚 paying and who isn鈥檛: By this measure, Netflix will have an impressive 682.7 million viewers next year. 

CTV viewers may start seeing higher subscription costs if tariffs increase the price of streaming devices. Advertisers could increase ad frequency to compensate for lower ad rates鈥攚hich might push viewers away from paid services, especially as many cut down on costs.

"Media saturation is here," said our analyst Ethan Cramer-Flood in a new episode of "Behind the Numbers," describing a fundamental shift in how Americans consume content. "We have always been able to count on Americans spending an ever-increasing amount of their day with media鈥� We're basically saying that this is now coming to an end."

What does digital video and subscription over-the-top (sub OTT) usage look like by country and in Latin America? What devices and platforms command the most viewership? What are the growth opportunities for media companies in an increasingly fragmented landscape? KEY STAT: More than 4 in 5 internet users in Latin America will watch digital video at least once per month this year.

CBC Gem is ad-supported, though it鈥檚 also offered ad-free with a paid subscription. Rogers Sports & Media provides niche OTT offerings鈥攅.g., the Citytv app and Sportsnet Now鈥攂ut hasn鈥檛 publicly disclosed how many users there are for each app nor the revenues generated from these audiences. Advanced TV Is Becoming a Reality.

This strategy is paying off: According to Antenna, the Basic With Ads tier made up 19% of Netflix subscriptions by plan type in the US as of January 2023. Netflix reported that engagement was above initial expectations in its Q1 2023 shareholder letter.

While marketers still view TV as a unique brand-building vehicle, they鈥檙e also coming to understand the possibilities that connected TV (CTV) offers. In fact, 52% of marketers currently use CTV for performance marketing with the aim of generating measurable web visits, conversions, and revenues, according to MNTN research.

Changing channels: Advertisers adjust their approach to TV as linear viewership falls and video-on-demand takes different forms.

Overall, Apple spent around $700 million on three films, achieving notable box office success and boosting Apple TV+ subscriptions through high viewership of these titles.

Prime Video launched its ad-supported tier this year and is already set to become a major competitor in the subscription, ad-supported video race. Amazon's Q1 ad revenues grew 24% to $11.8 billion thanks in part to Prime Video's ad rollout, which reached about 115 million monthly US viewers.

The very small non-BBC, non-sub-OTT opportunity is growing. In the early days of UK digital video, it was often a case of scavenging for scraps outside the paid-for environments and the BBC鈥檚 ad-free iPlayer.

More than half of US video subscription revenues will go to streaming services next year. More streaming viewers are adopting ad tiers. 4 ways to enhance your CTV ad creative and avoid consumer fatigue.

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha鈥檚 social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.

On today's podcast episode, we discuss who's leading the ad-supported vs. ad-free video streaming race, how much money is coming from both avenues, and how streaming will differ from (and look the same as) cable in a few years. Tune in to the discussion with our analyst Ross Benes.

Almost all the growth is from subscription streaming and FAST, as Zach said, and a couple other small items that are growing a little bit. Marcus Johnson (25:11):. Full report, if you want all the details, US time spent with media 2025. If you're a pro plus subscriber, you can head to Emarketer.com, link of course in the show notes.

Western Europe鈥檚 digital video audience continues to grow, though some financially squeezed consumers are canceling subscriptions. In 2023, more than 290 million people in the region will watch digital video at least monthly.