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Esports ad revenues are still growing despite turmoil in the industry. Following several notable bankruptcies in 2023, the esports industry—which we define as live video of gameplay—seems a bit more stable in 2024. Even so, in January 2024, Twitch laid off hundreds of employees following weaker-than-expected growth. We estimate that esports ad revenues will grow 8.0% this year to reach $277.7 million.

The rest will go to a smorgasbord of smaller formats, such as free ad-supported streaming TV (FAST), videos on news and sports websites, esports services like Twitch, YouTube alternatives like Vimeo, and adult content (pornography). Click here to view our full forecast for US time spent with digital video. Among the major video formats, social video is growing time spent the fastest.

This year, most buyer and sales growth will be driven by TikTok Shop, which will convert over 40% of TikTok users into buyers. Social commerce and retail media will converge as Amazon’s ad partnerships with the social platforms start to pack a punch.

The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

Last week, Amazon made a last-minute offer to buy TikTok, just days before President Donald Trump postponed enforcement of the sale-or-ban law for another 75 days. Reportedly, the bid isn’t being taken seriously, so it’s unlikely the deal will go through. However, the deal is worth considering because it shows how Amazon is trying to maintain its status as the top retail media network and ecommerce retailer in the US.

How can in-game ad buyers calibrate their ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

Stricter age restrictions and bans on unauthorized gambling links take effect March 19, reflecting both child safety concerns and shrinking sports-betting ad revenue.

Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.

CTV ad spending has seen double-digit growth in recent years, but tariffs and economic uncertainty could lead to a flat 2025.

Gen Zers continue to overtake millennials in several prominent digital activities and platforms, including social commerce, podcasts, and Instagram.

Podcasts represent a small, but growing, revenue stream for creators. Brands want in on creator-led podcasts, especially as video becomes a more crucial component of podcasting. But both sides face challenges over concerns related to scale, brand safety, and ad loads.

Gen Z gamers prefer shooting games and action/adventure games, according to an April 2024 survey by Collage Group

Influencer marketing is maturing and diversifying. While the turmoil at TikTok and the escalating trade war are causing temporary uncertainty, the industry will remain resilient as momentum around influencer marketing grows.

The future of Super Bowl advertising is multi-platform: Brands are investing in second-screen engagement and digital-first campaigns to maximize impact beyond the game.

The loss of TikTok in the US would cause a ripple effect across the media, marketing, and commerce landscape. Meta and YouTube stand to gain the most, but there is a long list of other winners—and losers.