蘑菇AV

Netflix鈥檚 ad-supported video-on-demand experiment got off to a bumpy start in late 2022 and early 2023, but by 2024, the US leader in subscription OTT (sub OTT) viewership had righted the ship. With its ad tier proving to be incredibly popular and its ad tech improving, we forecast 43.0% growth for 2025, reaching $2.07 billion.

More subscription video streaming services are pushing advertising. At the same time, free ad-supported streamers are gaining viewers. These developments provide advertisers with more options to find audiences.

What fueled interest: In February, we reported that YouTube was the top-watched streamer for 12 consecutive months; by midyear, YouTube racked up the best-ever US TV viewership month for a streaming platform. CEO Neal Mohan attributed much of the growth to sports content and CTV viewing.

Amazon reshapes NFL viewership on streaming platforms: Nielsen's ratings versus internal data presents challenges in the era of digital broadcasting.

All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

鈥淔ragmentation creates a headache in determining meaningful performance. That puts a lot of weight in the trust of the attribution models across all of your CTV ad buys,鈥� Erik Gray, director of product analytics at MNTN, said at our recent 蘑菇AV Summit. But with a growing market, with more streaming channels and viewers, comes more opportunity to reach the right audience. Here are three ways to boost the success of your CTV ad campaigns amid fragmentation.

US viewers will spend 10 more minutes each day with digital video this year, per our June 2023 forecast, and streaming platforms will compete for their share of that viewership and its accompanying ad revenues. From Amazon鈥檚 ascent in streaming advertising to the growing use of AI in content and potential consolidation among streaming platforms, here are three predictions for video in 2024.

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.

YouTube is no longer separate from the streaming wars: Almost half of its viewership is on TVs, and advertisers are spending heavily on the platform.

But this share is heavily skewed by the volume of live TV consumed by Black viewers ages 65 and older. CTV is popular among younger Black viewers, who are also likely to have multiple streaming subscriptions. Black digital video viewers consume a mix of paid streaming services, free OTT services, and free ad-supported platforms.

Free ad-supported streaming TV (FAST) services like The Roku Channel, Tubi, and Pluto TV will bring in tens of millions of viewers this year, though time spent with the platforms isn鈥檛 comparable to that of Netflix or YouTube, according to our forecast. Still, marketers should keep an eye on these streaming services, especially those with parent companies like Paramount or Fox that may be able to spin free viewers into paid members.

On today's episode, we discuss what more job cuts at Amazon could mean for the company, Utah's proposed ban on social media companies serving ads to minors, the Academy Awards' viewership in the age of streaming, Uber's next advertising venture, how to keep a 70-year-old brand (like Clue) alive, how humanoid robots are already here, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, director of forecasting Oscar Orozco, and analyst Max Willens.

Streaming services were busy increasing subscription prices. It has become more expensive to avoid advertising, which is swaying more viewers to put up with ads.

Most consumers accept ads in streaming: An Attest study highlighted the growing preference for ad-supported options as streaming proves sustainable.

Amazon integrates Freevee content with Prime Video: Viewers gain access to ad-supported shows while Amazon streamlines its media ecosystem for advertisers.

Major streaming platforms are actively competing for women's sports content rights. Traditional broadcasters are dedicating more prime slots to women's sports coverage. Our take: The doubling of women's sports viewership represents more than just audience growth鈥攊t鈥檚 a noteworthy shift in the sports media landscape.

Insights from IAB NewFronts: Streaming and AI innovation are transforming marketing鈥攂ut in a period of rapid change and economic unrest, adaptation is key.

Warner Bros. Discovery ends new Sesame Street production deal: Show plans format changes as streaming platforms shift away from children's content.

The on-demand/streaming service viewership rate (93.8%) and the video streaming usage rate (92.7%) both exceeded regional averages (91% and 90%, respectively). Additionally, Ireland ranked No. 4 in Western Europe for time spent with online TV/streaming at 1:17 daily, 6 minutes above the regional average. Italy.