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While marketers still view TV as a unique brand-building vehicle, they’re 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.

On today’s podcast episode, host Bill Fisher is joined by our analyst Paul Briggs and forecasting writer Ethan Cramer-Flood to examine the size, advertiser opportunity, and competitors in the free ad-supported streaming TV (FAST) service space.

US OTT subscription revenues (including digital pay TV services such as YouTube TV and Sling TV) are on track to overtake traditional pay TV subscription revenues in 2025 for the first time, per our forecast. Traditional pay TV subscription revenues will continue to decline through the end of our forecast period in 2027.

Our take: tvScientific's CPO model aims to make CTV a top choice for performance advertisers by overcoming traditional TV ad limitations and potentially shifting nearly $200 billion in US performance ad spend to CTV. The new model could make CTV advertising more attractive to digital marketers by focusing on outcomes like sales lift instead of traditional reach and frequency metrics.

There was a notable winner among Leichtman’s reporting: Virtual multichannel video programming distributors (vMVPDs), which include digital pay TV services like YouTube TV, added 1.9 million subscribers. The gain was up from 1.67 million in 2022. Turning point: The significant decline in traditional pay TV and cable memberships is a sign of US consumers’ declining appetite for pay TV services.

Why it matters: CTV advertising is evolving beyond traditional formats, and Samsung aims to capture midmarket advertisers seeking flexibility and speed. Samsung’s offering allows brands to repurpose social media video assets onto the biggest screen in the home, bridging the gap between social engagement and TV-scale reach.

Retail media partnerships are the future of TV.

Note: Traditional distribution includes IPTV, cable, satellite, wireless carriers and fiber operators, multiple system operators (MSOs), multichannel video programming distributors (MVPDs), and major TV broadcast and cable networks.

The use of OTA devices highlights TV audiences’ ongoing engagement with traditional, linear programming. In fact, approximately 92% of TV households, regardless of classification, watched some form of linear programming between October 2022 and October 2023.

41.2% of virtual multichannel video programming distributor (vMVPD) viewers watch on YouTube TV, making it the most popular service of its kind.

Meanwhile, the gap in usage between retail media and traditional search engines will be notably wider in less digitally mature ad markets like Peru, where those figures were at 37.7% and 54.1% of respondents, respectively. Traditional mediums will take a backseat to digital. Relatively few respondents to our survey had plans for out-of-home, traditional TV, and radio in the next 12 months.

Our take: VideoAmp is proving that the future of TV measurement is shifting towards outcome-based metrics over traditional reach and frequency measures, and that this shift will become increasingly valuable as CTV thrives. As CTV gains ground for advertising, advertisers must establish measurement strategies that effectively capture performance across this channel, particularly in niche audiences.

Traditional and connected TV (CTV). Brands are shifting spending from linear TV to influencer marketing. They’re also booking creators or repurposing their content for CTV and TV campaigns, including at tentpole events like the Super Bowl. Podcasts. After a blowout year for podcasting in 2024, US creator revenues from podcasts are fast approaching $1 billion.

On today's podcast episode, we discuss how much time folks are spending with TVs and CTVs, how many ad dollars are going to both, and which of the streaming platforms will make the most from ads going forward. Tune in to the discussion with our analyst Ross Benes.