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Between 2021 and 2024, US linear TV ad spending had a negative 3.5% CAGR. During that period, upfront TV had a negative 2.7% CAGR. Politics will place pressure on the TV advertising market. A record $6.90 billion will be spent on US TV political advertising this year. Political advertisers typically don鈥檛 buy upfront and focus on local and regional ad placements.

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

YouTube TV had grown to over 8 million subscribers as of February, making it the fourth-largest US pay-TV service behind Charter, Comcast, and DirecTV. It is projected to surpass Comcast as the top US pay-TV provider by 2026. Our take: While the YouTube TV price increase might test subscriber loyalty, YouTube's broader living room strategy appears hard to beat.

Comcast is leading this industry shift, announcing plans to separate its cable networks into 鈥淪pinCo,鈥� a new public company that will house major networks like USA Network, CNBC, and MSNBC, while NBCUniversal retains the Peacock streamer. Disney is also restructuring, merging its TV studios, cutting 300 corporate jobs, and laying off 75 employees at ABC News and its local stations.

CNBC+ is priced at $14.99 a month in the US. News and streaming: News networks鈥� difficulty in breaking into streaming is perhaps best summarized by the rapid rise and fall of ill-fated CNN+, a news streaming service that folded weeks after it launched due to low interest. Since then, several networks have experimented with how to attract digital viewers. Despite the CNN+ flop, Warner Bros.

With hardware sales slowing down due to saturation鈥攚e forecast that 86% of US households will use a CTV device this year鈥攎anufacturers and CTV platforms are increasingly turning to advertising to make up for the dip in revenues.

Movie theaters still rely heavily on TV advertising, with 51% of Canadian and 47% of US adults noting it as their primary source for movie promotions鈥攂ut social media is closing the gap. Content discovery habits further highlight this shift. While 58% of adults choose new shows or movies based on friends' recommendations, online reviews (38%) and TV commercials (33%) remain significant influences.

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.

Shorter ad breaks, seamless delivery, and relevant ads are key to keeping viewers engaged with ad-supported streaming. These factors enhance satisfaction and drive better results for brands, according to the latest research from FreeWheel's Viewer Experience Lab.

Retail media ad spending in the US will reach almost $55 billion in 2024, as advertisers鈥� focus on off-site spending intensifies.

Read the full report, US TV and Connected TV Ad Spending Forecasts H2 2024.

By 2026, CTV will account for 20.0% of time spent with media per day by adults in the US, compared with 11.5% in 2020, but it will still only garner 8.1% of total ad spend, per our June forecast. Meanwhile, the share of time spent with linear TV per day by US adults will drop to 21.3% by 2026, and have 11.2% of total ad spend. Despite the growth of CTV, viewers are outpacing ad dollars.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

US Census Bureau. YouGov.

Almost two-thirds of US consumers polled by Comcast Advertising in December 2023 spent more than 6 minutes searching for something to watch. How many people use FASTs? Almost one-third of the US population (111.5 million people) will use a FAST service at least once per month in 2024, per our estimates. In 2018, only about one-tenth of the US population used a FAST service.

Nearly 7 in 10 (67.7%) US YouTube viewers watch via CTV, per our October 2024 forecast. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.