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鈥淥ther video鈥� will account for 17 additional minutes, mainly going to esports (Twitch, etc.), YouTube competitors (Vimeo, etc.), news videos, educational videos, and adult content. We have broken out FAST for the first time, and it is growing quickly. Over 19 minutes per day will go to FAST services this year, a 10.0% increase over 2024.

Gen Z is driving the vertical video revolution: Platforms and marketers must meet them where they are鈥攐n mobile and with creators.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

Influencer marketing spending: This refers to revenues generated by US-based creators or influencers via payments received from brands to promote products and services on social media; excludes noncash payments such as free products or trips; excludes branded content amplified as paid media; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube).

The total includes separately branded Twitch and Freevee streaming services. Disney also surpasses 10% when its separate brands鈥擧ulu, ESPN, and Disney+鈥攁re combined. Hulu and Disney+ together will capture 10.8% of CTV ad sales in 2026. We do not have an estimate for ESPN ad revenues.

Social media creator revenues: Revenues generated by US-based creators on social media; excludes revenues generated on traditional media properties; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube).

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?

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 increased sophistication of games will attract more brand dollars.

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.

Amazon鈥檚 overall OTT ad revenues will be a robust $4.72 billion this year, but much of that will derive from Amazon鈥檚 legacy ad-supported OTT services like Fire TV, Twitch, and FreeVee. Once we break out Prime Video鈥檚 sub OTT figure individually, Prime should look relatively balanced on the chart above. No company leverages its users鈥� time quite like Meta.

Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023. That extreme spike mostly derives from Amazon switching all Prime Video users to ad-supported video-on-demand (AVOD) status in early 2024, but healthy OTT ad increases will continue beyond this year.

It excludes YouTube and Twitch. Our forecast assumes that TikTok will continue to operate in the US in 2025 and beyond. Read the full report, US Social Commerce Forecast 2024.

Sponsored content spending: payments made by brands to US-based creators or influencers to promote products and services on social media or primarily user-generated video platforms like YouTube and Twitch; excludes noncash payments like gifts or trips, and affiliate marketing. Note: The terms influencer and creator are often used interchangeably.

Last week, Twitch was added to X鈥檚 lawsuit against the World Federation of Advertisers, underscoring tensions with brands. Meanwhile, major brands like Comcast, IBM, Disney, and Warner Bros. Discovery have reportedly resumed advertising on X, though they are spending less. Their return may reflect an effort to curry favor with Musk, given his potential influence in the Trump administration.

The inclusion of ads on Prime Video extends Amazon鈥檚 video advertising efforts beyond its Fire connected TV (CTV) operating system, its Twitch livestreaming service focused on video games, and its Freevee free streaming service. To view our forecast for Amazon Prime Video ad-supported viewers, click here. Amazon will use sports programming to attract non-endemic advertisers.