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In 2024, children ages 11 and younger will outnumber teens under the age of 18 on YouTube, Netflix, and Disney+. YouTube has the highest monthly rate of usage among children. In 2024, the platform will have 28.6 million users under the age of 12, per our forecast, likely due to its greater accessibility compared with paywalled competitors.

After a slew of technical failures during November's Mike Tyson vs. Jake Paul boxing match live stream, advertisers are more aware than ever of what can go wrong during a popular event. And with Netflix's "NFL Christmas Gameday" just around the corner, which will feature Beyonc茅 performing during the Ravens vs. Texans halftime show, brands can strategize to make the most of a potential broadcast outage.

You may think of that as the recommendations from Netflix, or you may have heard of the term next best offer. We're using that across more macro or meta datasets on things like how to best allocate my marketing investment. The third lever for us is probably the most powerful, which is personalization.

Viewer increases will be slow going forward, but the addressable market is enormous

YouTube and Netflix, for example, disallow data scraping of content for model training. When it comes to AI-generated videos, copyright infringement or a complaint could easily damage any marketing or creative campaign made with Firefly鈥檚 tools. Our take: Adoption of Firefly鈥檚 genAI tools could depend on the technology鈥檚 cost and how much human work is needed to clean up mistakes.

So this is going to be a mouthful, but according to our latest estimates, there are now more people watching YouTube on a CTV than there are people watching any streaming service except for Netflix across any device. Again, there is plenty of non creator content on YouTube, but many of the most popular channels are of course, creator led.

Eye on CPMs: The launch of ads on Prime Video forced Netflix and others to lower CPMs in response to increased competition. Higher ad loads on Prime Video could cause a similar bump on other services and further drive down CPMs.

The password-sharing changes at Disney and other streaming services are taking a cue from Netflix, which started its own effort in May 2023 and has seen significant financial benefits as a result.

Disney+ Hotstar is a leader in India (though recent quarters have seen its strength waver), but Amazon and Netflix have also spent aggressively on original content across the various major languages spoken in the country.

鈥淲e saw what happened when Disney and Netflix launched ad tiers, and Amazon鈥檚 entry into that world is having a much bigger impact, dollar-wise,鈥� said our analyst Paul Verna. This year, five businesses will see over $1 billion in US CTV revenues, up from just two in 2020. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Even Netflix infamously reversed its longtime anti-advertising stance to curb investor pressure. Even if ad space is a no-go for now, Spotify could be tempted by the format鈥檚 lucrative potential. Audiobooks are particularly popular among children and young adults, which gives Spotify access to in-demand advertising demographics.

TikTok videos have gotten longer and more episodic, making the app more akin to Netflix than a social network. It has also been a strong driver of podcast awareness, and platforms like Spotify could pick up some time spent. Should that happen, it could lead to a shift in how consumers spend their time across digital media overall. To view the full forecast, click here. TikTok is a commerce powerhouse.

Offline features are also available on video streaming platforms such as Netflix, Max, and Hulu, but content generally needs to be downloaded manually prior to losing internet connection. These tools are especially useful when traveling by airplane or if a user suddenly loses internet connection.

Why it matters: Apple鈥檚 decision to scale back on theatrical releases comes as major tech companies鈥擜mazon and Netflix included鈥攔eevaluate their movie strategies. Amazon's film division is struggling to meet its goal of 25 films a year, while Netflix faces challenges in maintaining quality with its high movie output.

Ad-supported tiers from Netflix, Disney+, Prime Video, and others have expanded the opportunities for media buyers looking to target CTV audiences. FAST channels like Pluto TV and Tubi have also added inventory to the video advertising mix. Sources. GWI.

I binged that whole thing the same way that I would binge at show on Netflix. And so yes, these examples are still few and far between, but we are seeing a shift toward creators thinking more longer term, thinking more about sustainability, because, again, there's no guaranteed path to making a living, making a career out of having one viral video. Marcus:.

Netflix. Reelgood. Variety.

Disney and Netflix have taken different approaches to creating an ad-supported audience. Both companies have offered cheaper access to their streaming services with such tiers, and Disney announced last week that it was beginning its long-anticipated password-sharing crackdown.

Several streaming bundles pair services like Netflix and Max, typically prioritizing cheaper, ad-supported subscription tiers. Apple鈥檚 approach here is similar, exposing its niche service to Prime Video鈥檚 more than 100 million US subscribers鈥攅ven if it means giving Amazon a cut.

Companies ranging from Netflix to the Drone Racing League have set up Channels on the app. Messaging helps brands bolster their customer service efforts. People expect fast responses on social media: Most social users think brands should respond to customer support queries within a day or less, per a June 2023 survey conducted by Cint on behalf of Sprout Social.

Really quick, and this is to both of you guys, if one has the answer over the other, this shortfall not being made up, so people watching less of the live TV overall, whether it's traditional or digital, those viewers instead watching Netflix and YouTube presumably, or is that old pay TV time going to social media instead? Where's that time going? Oscar Orozco:. That's a great question.

It was a savvy move, given that McLaughlin is a Gen Zer himself, and that 鈥淪tranger Things鈥� is the most popular Netflix series among Gen Zers, per Ypulse. Leverage influencers to win Gen Z mindshare鈥攂ut tread carefully. Over 60% of adult Gen Zers said they鈥檙e likelier to remember a social media post made by an influencer over one made by a brand, per Ypulse.

YouTube is more popular than Netflix and Disney+ among kids. YouTube鈥檚 popularity among Gen Alpha (and their parents) is largely a result of its free library of short- and long-form children鈥檚 videos, which are easily accessible on iPads and connected TVs. YouTube鈥檚 strength among kids has also presented a challenge to streaming video providers, some of which have cut back on children鈥檚 programming.

For context, an ad-free Netflix subscription currently costs between $15.49 and $22.99 monthly. Plus, Meta is the only social company that doesn鈥檛 take a cut of creators鈥� subscription earnings, and that could change by next year. Merchandising is the most demanding revenue stream. Consumers are buying physical products from creators.