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One other thing that jumped out to me was this chasm between the penetration of CTV versus traditional TV use among Gen Zers. Back in 2021, 70% of Gen Z folks were using, watching CTV versus 63% for traditional TV. It's a seven point gap in favor of CTV back then. Today, it's a huge gap. There's over 20 percentage points, 79 for CTV to 57 for traditional TV, and next year, the gap is widening further.

At the channel level, traditional search, social networks, retail media, and TV are the biggest ad revenue generators. Traditional search鈥攚hich is overwhelmingly Google鈥攚ill remain the most popular individual option among marketers for one more year.

FAST trend grows globally: New channels from Free Live Sports, CBC, and Pluto TV showcase demand for free, ad-supported streaming options.

The challenges facing WBD with children's content mirror Disney's struggles, as traditional children's TV properties face dramatic viewership declines - exemplified by Disney Channel's fall from a top 10 network in 2014 to just 132,000 average daily primetime viewers in 2023.

In contrast, CTV and traditional brand-building efforts require longer lead times and don鈥檛 offer the same immediate feedback. Thanks to current uncertainty, expect to see a shift in planning habits. Because digital budgets are more flexible, brands are holding off on major commitments and reallocating month by month based on economic signals and consumer behavior.

Traditional ad spending鈥檚 brief rebound is over. Worldwide ad spending on TV, radio, out-of-home, and print contracted every year from 2015 through 2020. However, the post-shock period of pandemic recovery led to increases in 2021 and 2022. That rebound momentum has petered out, and with no Olympics or World Cup in 2023, we foresee a 1.1% decline for traditional ad spending this year.

On today's episode, we discuss what's going on with Netflix's ad-supported tier, what its plans to crack down on password sharing could do to viewership, and what Netflix's subscriber growth will look like over the next few years. "In Other News," we talk about fuboTV's current position in the market and what people stream the most on their TVs. Tune in to the discussion with our analyst Paul Verna.

The news: DirecTV will acquire satellite TV rivals Dish Network and Sling TV from EchoStar in a deal including the assumption of nearly $10 billion in debt, creating the largest pay TV provider in the US. The deal involves a complicated financial rearrangement. AT&T is selling its 70% stake in DirecTV to private equity firm TPG, giving it 100% ownership of the satellite provider.

And although they can't completely replace traditional advertisements, generative tools are quickly becoming indispensable for converting owned and earned content into paid media. More DSPs are likely to follow suit. Not all viewers welcome traditional ads, which makes it increasingly valuable to reach consumers in ways that can鈥檛 be skipped or ignored.

Heavy media consumption in Canada across digital and traditional channels has led to a range of effective ad formats for brands.

More than 4 in 5 (85%) internet users in Latin America prefer to watch content via CTV versus traditional TV, a July 2022 Logan and mediasmart survey showed. Although Argentina came in below the regional average, at 76%, smart TVs are the primary device used to stream content there, leading smartphones by 26 percentage points, per June 2022 Carrier y Associates polling.

Traditional (nondigital) US TV ad spending is expected to be $61.31 billion this year, per our forecast, and should drop to $58.83 billion by 2027. By contrast, US connected TV ad spending will grow from $25.09 billion to $40.90 billion during that '23-'27 forecast period.

Beauty, are skipping national TV ads altogether, betting that real-time digital engagement can rival traditional broadcast reach; others, like Instacart, are blending TV spots with a robust social media push to maximize impact.

Regional sports networks (RSN), a long-lucrative staple of local TV, have started folding; Diamond Sports Group, one of the largest RSNs in the US, filed for bankruptcy last year (Amazon recently scooped up a portion of the company). OTA TV will also likely see an advertising spending boost due to the expected surge in election-year spending, which local networks will especially benefit from.

But for me, the really interesting thing here was the suggestion that ad channels like CTV are making it easier to track the effectiveness of campaigns being served on TV screens.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

On today's podcast episode, we discuss how all the different TV terms fit together, to what degree subscription revenues are moving from pay TV to streaming, who's winning the "digital pay TV" race, and how the new sports streaming service from Fox, ESPN, and Warner Bros. Discovery could change everything. "In Other News," we talk about what a new sponsor logo placement from the WWE will look like and how the US ad market is getting on to start the year. Tune in to the discussion with our analyst Ross Benes.

One week it's Amazon, it's going to be Netflix and then you're back to traditional TV as well. Fans are left juggling multiple subscription services just to follow their favorite teams and if they want to watch prime time games, they might need to get another service as well. So what originally happened was that digital TV and streaming platforms promise a cheaper alternative to consumers.

Many emerging markets and smaller countries still lean heavily on traditional advertising channels, like TV, radio, and out-of-home. Because of this, they may fall under the radar if digital advertising is the primary lens. Turkey, for example, will see well over $2 billion in ad spending this year, even though its digital ad market has never cracked the $1 billion threshold.

Our take: A second victory against a traditional pay TV provider has solidified Disney, along with other legacy media giants-turned-streaming platforms, as the more powerful force in TV. With a lengthy list of popular linear channels under their umbrellas as well as leading streaming services, companies like Disney and Warner Bros.

It鈥檚 an area where Yaccarino has somewhat less experience: Brand safety is a much larger issue on social media than it is on TV and streaming, where content is professionally produced and generally predictable.