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It鈥檚 also easier to sell things like podcast-related merch in a video context where viewers can see products. But video podcasting comes with its own challenges for marketers. For instance, product placement can be difficult to scale.

Asia-Pacific is the most coveted region worldwide for its digital video streaming growth. And the OTT video segment has been gaining steam as audiences increasingly crave high-quality content. However, players have had to stay innovative as they cope with an array of business challenges that comes along with this diverse region.

According to Aluma, age plays a large role in how SVOD users partition their TV streaming: Only 39% of viewers ages 18 to 24 use smart TVs, compared with 53% of people ages 45 and up who stream TV. And for 18- to 24-year-olds, PC and mobile TV connections account for 17% of TV streaming, but only 6% for those 45 and older. Go further: Read our latest US Connected TV forecast.

Viewers are loving free ad-supported TVs (FASTs)鈥斈⒐紸V also reports that FAST viewership surpassed 100 million last year, and now around one-third of the US population and 44% of OTT viewers are expected to watch FAST services in 2024. For advertisers, the rise of ad-supported content presents another opportunity in the form of the increased inventory available on this growing ad channel.

CNN launches $3.99 paywall: It鈥檚 a bid to grow digital dollars as cable viewership and revenues decline.

Only 33% of Indian sports fans use subscription streaming services, suggesting strong upside potential as the market continues its digital transformation. The Indian streaming landscape has 219.3 million viewers watching ad-supported content exclusively, while only 39.3 million maintain their own paid subscriptions (as opposed to sharing an account with friends or family).

Netflix鈥檚 ad tier rebounds from a shaky launch: With viewer expectations hitting their marks, Netflix is looking to the future of its ad business.

Netflix and YouTube are siphoning subscription revenues from pay TV鈥檚 losses. By the end of 2025, more than half of US video subscription revenues will go to streaming services.

It鈥檚 also testing 鈥淪hoppable TV鈥� to simplify the path to purchase for viewers. Beyond ads, YouTube is launching a weekly podcast chart that highlights top podcast performers, ranked by watch time. The chart is US-only, with plans to expand to different regions. YouTube shared key data about its increasing Shorts engagement, with viewership up 20% YoY and 70% of YouTube channels now posting Shorts.

Peacock soars but has catching up to do: Olympics gave the streamer its best month ever in August, but viewership was still dwarfed by Netflix and YouTube.

Even for the other measures (digital video viewers and podcast listeners), the cohort is a close third. Gen Xers can match their digitalness with financial health. This is the age group where financial wealth can have a fundamental impact on its digitalness, and vice versa. They may not be the most digital, but they have plenty to spend when they are online.

骋谤补尘尘测蝉鈥� viewership miss emphasizes Super Bowl power: The awards show ended a three-year streak of viewership bumps ahead of this weekend鈥檚 Super Bowl.

Despite these restrictions, the 2024 version saw significant viewership on YouTube. Implications for brands. Sports viewers expect advertising next to live sports content. YouTube thus offers great potential from an advertising perspective. And the reach of many live sports events is enviable. But the roster of live coverage is severely limited.

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.

The platform will be vital to helping streaming-only viewers discover the competition for the first time. Sponsoring Eurovision is key to TikTok鈥檚 music ambitions. TikTok鈥檚 second consecutive partnership with Eurovision will help solidify the platform as the place 鈥渨here stars get started,鈥� per its advertising campaign for this year鈥檚 contest.

驰辞耻罢耻产别鈥檚 streaming lead is solidified: The platform enjoyed a yearlong reign as the leading streaming service, strengthening its position in measurement negotiations.