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Users watched over 400 million hours of podcasts monthly on living room devices. 4K video uploads rose 35% in 2024 as creators invested in higher production value for TV viewing; gaming and tech review channels lead 4K adoption, as their content particularly benefits from higher resolution.

Despite the fact that in-game ad spending will see relatively modest growth over the next few years, games still offer several opportunities for brands. Take advantage of a large audience with solid first-party data. We estimate that about 187 million people in the US across all demographics will play video games in 2024.

OpenAI partnered with Future, the owner of Marie Claire, Tom鈥檚 Guide, PC Gamer, and Tech Radar, to include their content in its ChatGPT search product. Zooming out: The two AI companies are facing scrutiny and legal challenges over the information used to train their generative AI (genAI) models.

Video spending is also being bolstered by some gaming ad dollars shifting to brand advertising. Although it remains a small part of the overall video ad spend, some brands have explored full-screen video advertising within games and other apps.

AppLovin's Axon engine drives ad success: Its AI-powered product boosted software platform revenues by 66% year over year.

On today's podcast episode, we discuss why regulators changed their mind on approving the Microsoft-Activision Blizzard deal, how the gaming industry will react, and what the deal means for advertisers. "In Other News," we talk about how much of political ad spending has gone digital and how Google is tightening the reins on bulk email senders. Tune in to the discussion with our analysts Daniel Konstantinovic and Gadjo Sevilla.

Almost three-fourths (74.8%) of Gen Zers will be digital game players by 2027, according to our December 2024 forecast.

Nonmobile gaming ad revenues will grow faster than the overall market, although it remains a small part of the story. Revenues from ads shown on console and PC games will account for about 9% of the gaming industry鈥檚 total take, but the category is growing quickly. We anticipate nonmobile gaming ad revenues will increase by 17.2% this year, to reach $793.7 million.

Timing ad buys to seize on key engagement windows: Our Industry KPI data reveals Gen Z has predictable spikes in searches for apparel, gaming content.

Most in-game ad spend goes to mobile, and most of the ads are bought by game developers. Nonetheless, advertisers should pay attention as intrinsic ads, which appear in games themselves, and programmatic ads increase and as e-sports and other forms of gaming video content take off on YouTube and Twitch. Use this chart:. Evaluate gaming ad spend. More like this:.

Video spending is also being bolstered by some gaming ad dollars shifting to brand advertising. Although it remains a small part of the overall video ad spend, some brands have explored full-screen video advertising within games and other apps.

In 2024, some of our newsletter team鈥檚 predictions included that attention metrics would gain more momentum in measurement, and Gen Alpha would steal some of Gen Z鈥檚 appeal among marketers. This year, we鈥檙e expecting a surge in AI ethics campaigns, email marketing troubles, rising browser competition, as well as some innovation in the world of gaming. Our analysts have already shared many of their predictions for 2025, but here are a few more from our newsletter team.

US adults will spend 10.6% of their mobile time playing games this year, per our forecast. But we expect just 3.9% of US mobile ad spend will go to the category in 2023.

On today's episode, we discuss whether watching TV with other people ruins the potential of targeted connected TV (CTV) ads, who's winning the CTV advertising race, and how CTV stacks up against traditional TV ad spending. "In Other News," we talk about Netflix's road map for video games and what to make of its 1 million user milestone for its ad tier. Tune in to the discussion with our analyst Paul Verna.

Gaming offers a long runway of opportunity for advertisers. In 2025, US digital gamers will spend nearly as much time playing as social network users spend on social platforms each day (1 hour, 48 minutes versus 1 hour, 51 minutes, respectively). But at $8.76 billion, US gaming ad revenues will account for just a fraction of the $102.66 billion that social networks garner in ad spending.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.