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We expect Samsung TV Plus to grow steadily, reaching 25.9 million US viewers by 2029鈥攗p from 24.0 million in 2025, per our forecast. Although its viewership totals trail major FAST competitors like The Roku Channel (87.0 million), Tubi (79.3 million), and Pluto TV (64.8 million), Samsung is positioning itself as a premium and engaging alternative.

Paramount鈥檚 linear channels will likely shift from being viewed as standalone entities to assets that complement and feed into Paramount鈥檚 streaming strategy with Paramount+ and Pluto. A major focus will be placed on producing and leveraging linear content for streaming platforms, possibly including streaming-first releases or exclusivity windows.

This is the first installment of our 鈥淐anada Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

This screen commands the heaviest share of viewer engagement and is addressable via multiple ad channels: linear or live TV spots; ad-supported video-on-demand services such as Netflix, YouTube, and a host of others; and free ad-supported streaming TV (aka FAST channels), including Pluto TV, Tubi, Rakuten, and Roku. Influencers are a key channel for targeting Gen Z.

Paramount鈥檚 streaming growth offsets legacy TV decline: Streaming revenues surge, but ad revenue from linear TV continued to decline, highlighting the company鈥檚 shifting priorities.

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.

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.

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.

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.

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

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.

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.

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.

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.