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The emergence of free ad-supported streaming TV (FAST) channels like Pluto TV (whose Canadian distribution rights are held by Corus Entertainment) and Tubi (whose distribution rights are owned by Rogers Sports & Media) is also bolstering time spent with digital video. Listening favors digital audio over radio. Digital audio will account for 56.9% of total time spent with audio in Canada in 2024.

The fall TV schedule was once again disrupted by reduced content production. And marketers have moved more of their upfront budgets to streaming. Scatter price changes are more fluid. TV ad spend that isn鈥檛 committed upfront gets spent in the scatter market, where inventory is purchased closer to when ads run.

We can talk about Samsung TV plus-. Ethan Cramer-Flood (13:16):. Ludo TV. Zach Goldner (13:27):. ... Ludo Channel. There are a lot of growing channels within it. If you own a smart TV, the chances are that TV has its own branded content. And for any TV that is a Roku TV, it already has a built-in Roku channel.

Advertisers and tech vendors look to capitalize on CTV鈥檚 growing importance in digital advertising.

However, YouTube and FAST services like Pluto TV and Tubi can provide additional context on the state of ad-supported streaming. Excluding YouTube, three of the top six streaming services with the most ad-supported viewers in 2024 will be FASTs: The Roku Channel, Tubi, and Pluto TV. These services tend to attract casual viewers.

FAST channels like Pluto TV and Tubi have also added inventory to the video advertising mix. Sources. GWI.

Traditional pay TV services include cable, satellite, telecom and fiber operators, multiple system operators (MSOs), multichannel video programming distributors (MVPDs), and major TV broadcast and cable networks. Virtual multichannel video programming distributors (vMVPDs) are internet-delivered live TV services (e.g., Hulu + Live TV, Sling TV, YouTube TV).

The decline of traditional TV viewership has been a boon for ad-supported growth. In 2024, more than 180 million US viewers will turn to ad-supported live video platform (e.g., Pluto TV, Tubi, The Roku Channel) and streaming services (e.g., Netflix, Hulu, Disney+). CTV platforms experimenting with shoppable media already have large ad-supported audiences.

Free ad-supported streaming TV channels are adding viewers and growing their revenues. By 2027, nearly one-third of the US population will view these services, which include The Roku Channel, Tubi, and Pluto TV (the last two owned by Fox and Paramount Global, respectively). Amazon-owned Freevee is also in the mix.

Its projected $3.13 billion in ad revenues will represent 86.0% of all US retail media CTV ad spending, though a pending deal by Walmart to acquire TV-maker Vizio could start to have an impact toward the end of the year. And as more retail media ad dollars flow to competitors in CTV in 2025, Amazon鈥檚 share is expected to drop. To view the full forecast, click here.

Paramount Global generates more ad revenues through Paramount+鈥檚 sister service, Pluto TV. Pluto TV鈥檚 ad revenue share outpaces time spent while Tubi鈥檚 does not. Because Pluto TV is a free service where every viewer receives ads, it is intuitive that its ad revenue share is significantly above its time spent share.

Viewers who choose advertising plans grew 16% between 2023 and 2024, and free ad-supported streaming TV (FAST) services like Pluto and Roku are also climbing steadily, according to our forecast. The shift from linear TV to streaming is causing legacy media giants like Paramount, Warner Bros.

You've got small players like Pluto TV, they're smaller than Peacock or Max or Roku Channel or Tubi or whatever, but they're bigger than someone like a Shudder. So I mean, what would you say the definition is there? Ross Benes:. Well, I don't think niche applies to the audience size necessarily. Pluto TV has sports and crime and drama and comedy.

Ad-supported video gains viewership, time spent on digital video surpasses TV, and streaming services pivot from audience growth to profitability.

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.

Although we don鈥檛 expect any other single service to reach $1 billion in US CTV ad spending in 2023, several will cross that threshold by 2025, including Pluto TV, Tubi, Peacock, and Netflix. Companies not included in our forecast breakout comprise a big chunk of ad revenues. The other connected TV category will draw over $10 billion in 2023 and over $14 billion by 2025.