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Consumers today have access to a lifetime鈥檚 worth of TV content across a wide range of sources. On the surface, the fragmented nature of where content comes from can be challenging for media planning, but with a strong focus on time spent, it doesn鈥檛 have to be.

TV was the only traditional format where the US stood out in terms of time spent. Penetration rates for radio listenership and print readership showed declines in the US that were also seen in most other countries. Reading newspapers was reported by 36.2% of respondents, a decline of 4.7 percentage points from 2021.

Why it matters: Venu Sports represents a significant shift in the sports streaming landscape, aiming to capture the attention of cord-cutters who have moved away from traditional pay TV. With a comprehensive package of live sports, the service targets a market segment willing to pay for sports-centric content at a lower cost.

The migration from traditional linear viewing has unleashed a torrent of marketing spending on CTV platforms. Free from outdated broadcasting constraints, streaming apps are absorbing billions in ad budgets, targeting cord-cutting audiences and premium content environments. However, this explosive growth brings familiar challenges.

With these new agreements, the NBA ensures that fans have more ways than ever to catch their favorite teams in action, whether through traditional broadcast television or modern streaming services. Partnering with a tech giant like Amazon aligns with the NBA鈥檚 strategy to stay ahead of the curve by integrating advanced technology and innovative viewing experiences.

The company signed a $1 billion yearly deal with the NFL to host Sunday Ticket on YouTube TV, its pay TV service. The bet has been successful so far: Despite a steep investment, YouTube TV subscriptions jumped 50% year over year thanks to Sunday Ticket, posing a major disruption to the traditional pay TV business.

The rising cost of streaming services has accelerated the decline of traditional pay TV services. Pay TV penetration has been on a decline in the US for years, but the trend will be observed on a global level for the first time in 2024, with penetration set to decline steadily through at least 2028.

OTT advertising refers to ads delivered over the internet independently of a traditional pay TV service that appears on any screen, including subscription video-on-demand, free ad-supported streaming TV, and virtual multichannel programming distributors. This can include ads served on mobile, desktop, and tablet devices, as well as smart TVs.

Retail media will be bigger than connected TV, digital audio, traditional television advertising combined in 2027. 鈥淭he reality is that retail media is not invincible,鈥� said our analyst Max Willens during a recent webinar. Nearly half (42%) of advertisers worldwide don鈥檛 plan to change their retail media ad spend through 2026, according to a June 2023 Epsilon report.

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

On today's episode, we discuss whether the most watched program in the US (the NFL) has a looming viewership problem, Disney+ and Hulu joining forces, whether the free returns party is over, ride-hailing apps giving mixed messages, YouTube viewership on TV screens, the best-selling video games in history, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Paul Verna.

I'll continue to be fascinated by the resilience of television and now spending on TV. The cognitive dissonance around TV is very unsettling. So both of these things are true. A, the share of advertisers budgets that are spent on traditional TV will fall from 17% of their budgets to 12% from today to 2027. From 17 to 12.