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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.

Google put ads in its Search Generative Experience. YouTube has a new unskippable 30-second ad spot. HBO Max relaunched as Max. And The Kroger Co. is paving the way with in-store retail media. Here are what updates from these companies and more mean for advertisers.

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

This week, HBO Max made headlines by pulling 鈥淲estworld鈥� and other HBO originals from the platform. It鈥檚 the latest move by Warner Bros. Discovery to cut expenses such as, in this case, residuals owed to cast and crew. More like this:. Report: Worldwide Subscription OTT Users Forecast 2023. Article: Who will win digital advertising鈥檚 鈥楪ame of Thrones鈥�?

Not too long ago, HBO, Netflix, and Disney+ featured no advertising. Now they all have ads. And some of the most popular ad-supported streamers, like Hulu, have increased their ad loads in recent years. People are spending more time streaming. We expect time spent with CTV among US adults to double from about 1 hour per day in 2019 to just over 2 hours per day in 2024.

The company announced agreements with HBO, Sony Pictures, and NBCUniversal, among others, to create exclusive content for the platform. Snap is partnering with Shopify to integrate shopping tools directly into Snapchat. The company is partnering with Live Nation and musician Kygo, and plans to expand its AR features to 16 additional music festivals.

That popularity has prompted holdouts like Disney, Netflix, and HBO to launch ad-supported subscription tiers. But unlike those, Tubi鈥檚 advantage is that it鈥檚 entirely free. Tubi may be one of the smaller streaming services, but it鈥檚 growing rapidly. It jumped from 33 million monthly users in 2021 to 51 million in 2022. Our own forecast predicts that Tubi will hit 55 million US viewers in 2023.

While HBO denies having anything to do with the trend, 鈥淭he Sopranos鈥� likely has something to do with it as Gen Zers seek to recreate the iconic looks of characters like Carmela Soprano and Adriana La Cerva. Like any TikTok trend, the mob wife aesthetic probably won鈥檛 stick around for too long. But there are some lasting lessons for brands.

Its licensing of content from Showtime and HBO (the HBO Max service isn鈥檛 directly available in Canada) and its Crave originals have led to a sizable and stable audience. What Do These Forecasts Mean for Media Buyers and Brand Marketers? To meet this growing total viewership across digital video, CTV, and traditional TV, the ad market in Canada has evolved to better address fragmented audiences.

They essentially have this thesis, which is that you have this content that's going to help you not churn, and that's essentially the Discovery Plus content, and then you have the stuff that gets you to sign up in the first place, and that's the HBO content.

Ads go live on Netflix and Disney+, YouTube ad revenues decline, and streaming services get creative about financing content production.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

Netflix dominates in consumer attention however you slice the data.

WBD and Paramount reportedly discuss merger to enhance streaming services and compete with giants like Netflix: It's a move that could reshape the media industry.

Max canceled 26.9% of its shows between January 2020 and August 2023, ahead of streaming鈥檚 overall cancellation rate of 12.2%, according to Variety Intelligence Platform and Luminate.

Even as we approach a potential ad spend winter, connected TV (CTV) advertising is in decent shape. Netflix and Disney+ just joined the ad-supported streaming game. Cord-cutters are outpacing pay TV viewers. And YouTube is increasingly watched on CTVs. These five charts offer a closer look at CTV鈥檚 past, present, and future.

Before the pandemic, Roku, Hulu, and YouTube made up about half (45.9%) of the US connected TV (CTV) ad market. That market has expanded significantly. Despite solid US CTV ad revenue growth across all three companies, their combined share will account for around one-third of the $26.92 billion that will go to CTV in 2023.

And I think this problem has been around longer than we Apache thought as we were to go back to the times of Game of Thrones being released on HBO wanted the original time to people watching the show as is being released than cutting their HBO subscription. It's nothing new coming more to light now they're more subscription platforms and more people watching this content than ever before.

HBO and many others remain off-limits. So, sub OTT does not yet have the reach of its free competitors, like social media鈥攂ut given the costs associated with sub OTT services, the fact that the numbers are even close is remarkable. In 2023, social media will draw 3.78 billion users per month worldwide. Digital video will draw 3.63 billion viewers, with YouTube specifically drawing 2.30 billion.

Netflix may have had an optimistic start to the year, but it still faces a series of threats and opportunities abroad if it wants to maintain its worldwide dominance. Here鈥檚 an overview of what the company can expect to face.

Okay, so there was a precedent in the ruling because back in the eighties the major movie studios were upset at HBO and they banded together to try to create this TV network that would syndicate all their movies called Premier, and a judge blocked it from happening saying that it was anti-competitive for all the studios to work together to fight against the distributor.

Driving there was that fear, but that was before Max, formerly HBO Disney plus Netflix all got into advertising and then all these streaming services, including those and others have paid a lot of money to have live sports.

For context, Netflix launched with prices that were twice as high, HBO Max's ads also cost more as well as some other folks. Ross, I'll start with you. You have a more heavy focus on video than anyone else. Your thoughts now that Prime with ads is here? Ross Benes:.

Our first-ever mobile video flash survey explores the latest consumer trends in Latin America鈥檚 rapidly evolving digital video landscape, and what they mean for the region鈥檚 biggest media companies this year.

What the end of the WGA strike means for streaming鈥檚 future: Pressure to boost revenues and drive down costs will force dramatic decisions.