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51.1% of US Snapchat users will come from Gen Z this year, according to our September 2023 forecast. TikTok is also dominated by Gen Z, with 44.7% of users coming from that age group.

It鈥檚 been a year since Netflix launched its 鈥淏asic With Ads鈥� tier, joining an increasingly cluttered landscape of ad-supported streaming platforms. Netflix leveraged a year of solid connected TV (CTV) ad spend growth, cost-conscious consumers, and Hollywood strikes that emphasized the value of a deep existing catalog to grow its ad supported plan to 15 million global monthly active users, according to a company post. Here鈥檚 a look at what鈥檚 new, what鈥檚 working, and what needs more attention at Netflix.

The majority of subscription video-on-demand sign-ups on Peacock and Hulu are ad-supported, according to Antenna, accounting for 69% and 58% of overall subscription plans, respectively.

Over one-third (37.7%) of US consumers鈥� time spent with TV is with streaming services, per Nielsen. Cable is not far behind, with a 30.6% share of consumers鈥� TV time.

US linear TV ad spend is shrinking (8.0% YoY) as connected TV (CTV) ad spend grows (21.2% YoY). This year, US CTV ad spend will total $25.09 billion while linear will total $61.31 billion.

As the economy improves in 2024, companies will be able to turn their focus toward technological advancements and upcoming regulations.

Musk gave advertisers a reason to leave Twitter. He exacerbated long-standing issues and created new ones. Six months into Musk-era Twitter, most brands aren鈥檛 ready to resume spending, largely because they don鈥檛 trust the man in charge.

Prime Video gets its first major advertising partner: IPG Mediabrands will get first-look access to new ad formats when Prime Video debuts ads in 2024.

On today鈥檚 podcast episode, we discuss the future of streaming, which streaming service stands out above the rest, how streamers are bringing more sports programming online, and what kind of programming people watch. Listen to the discussion as host Marcus Johnson welcomes analysts Paul Verna and Daniel Konstantinovic to the podcast.

Here are some CTV tools helping marketers keep up.

Streamers are raising prices to increase revenues, but Netflix is trying the opposite: The company reduced subscription prices in more than 30 countries as it looks to expand abroad.

Sports streaming momentum keeps building: Roku and NBA team up on FAST channel as Peacock and Prime Video win more exclusive streaming deals.

Chip maker NVIDIA last week launched a pre-roll ad product for cloud gaming that makes video game advertising look a lot more like connected TV (CTV).

Our Industry KPI data highlights an opportunity for CTV ads: Scrollable ads outperform other CTV formats due to their accessible, uncomplicated nature.

Average CPMs across major US streaming services are trending downward as Netflix and Disney+ lower the rates they solicited soon after launching ad-supported tiers in late 2022.

So this year, less than half of US households, 46%, had pay TV, think cable. So less than half of US households have cable. And by 2027, just one-third of US households will. Yet in your report, you note that TV lovers still love their TVs. How so? Ethan Cramer-Flood:. TV lovers love their TVs.

YouTube, Netflix, and Amazon are Gen Alpha鈥檚 coolest brands, per an August 2024 report by Beano Brain that surveyed more than 55,000 kids under 14. To foster relationships with the generation that not only has growing spending power of its own, but also influences parent purchases, marketers will have to understand its evolving digital habits.

Roku in talks for exclusive MLB Sunday broadcasts: A shift from NBC to Roku could reshape sports streaming landscape.

Advertising Week New York kicks off next week. Last year, speakers discussed everything from Web3 to connected TV (CTV) to social media. This year, we鈥檒l be watching for updates related to retail media, AI, and social media鈥檚 era of transformation.

Retail media partnerships are the future of TV.

How streaming services are adapting to Amazon鈥檚 shakeup: The launch of ads on Prime Video in January has forced Netflix and others to lower CPMs to compete.

Inflation forces judicious consumers to get more judicious with streamers: Netflix thrives with strategic moves, while others invest heavily in content.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform鈥檚 massive potential for advertisers. Between Shorts, YouTube鈥檚 flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube鈥檚 reach is.