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Some 30% of US adults across generations are streaming password-sharers. Beyond the chart:. Netflix had success with its password-sharing crackdown, encouraging moochers to pay for its cheaper, ad-supported tier. Now, Disney+, Hulu, and ESPN+ are aiming to do the same thing. Those platforms may not be able to replicate Netflix鈥檚 success, since they have smaller audiences and are less ubiquitous.

105.3 million people in the US will watch live sports via digital this year, up from 95.5 million last year, per our September 2024 forecast.

U.S. Bank. Ypulse.

Meteoric rise: Amazon鈥檚 introduction of ads to Prime Video gave it a near-instant US ad-supported audience of 130.4 million (approximately 80% of Prime Video viewers), according to our February forecast. That figure dwarfs the ad-supported audience on streaming leaders Netflix and Disney, giving Amazon a major leg up in securing advertising commitments.

In fact, all FAANG companies (Facebook, Apple, Amazon, Netflix, and Google) except Facebook are among the top 15 US OOH advertisers, according to Kantar and the Out of Home Advertising Association of America.

Several streaming bundles pair services like Netflix and Max, typically prioritizing cheaper, ad-supported subscription tiers. Apple鈥檚 approach here is similar, exposing its niche service to Prime Video鈥檚 more than 100 million US subscribers鈥攅ven if it means giving Amazon a cut.

Meta gained a strong hold over the US social media app rankings last year, with Instagram, WhatsApp, Messenger, and Facebook all boasting the highest numbers of downloads, according to Apptopia. Messaging app Telegram broke into the top 10 this year, as did relative newcomer BeReal.

鈥淲e saw what happened when Disney and Netflix launched ad tiers, and Amazon鈥檚 entry into that world is having a much bigger impact, dollar-wise,鈥� said our analyst Paul Verna. This year, five businesses will see over $1 billion in US CTV revenues, up from just two in 2020. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

A May 2022 Collage Group survey found Tubi ranked fourth in terms of usage among black audiences, behind only Netflix, Hulu and Prime Video. In 2022, 21% of Tubi鈥檚 total audience was Black. Roku, Pluto TV, and Tubi will account for nearly 4 billion in US CTV ad revenue this year. The ad viewing experience on FAST channels varies by platform.

US adults will spend 4.1% less time on Netflix in 2025 than they did in 2021, but they鈥檒l increase time spent by 4.2% with other subscription OTT services, according to our forecast. The opportunity: Spread your CTV ad budget.

Why Hulu matters: In the US, Hulu is the second-largest streaming service just behind Netflix, and is expected to reach 130.7 million viewers this year, per our October forecast. But with Comcast, Disney, and others launching their own branded, flagship streaming services, Hulu鈥檚 place in the mix is unclear.

We forecast that by 2024, digital audio will make up a fifth of all time spent with digital media in the US. Nearly 75% of US internet users will listen to digital audio this year, per our forecast. Digital audio will claim 2 hours, 20 minutes (2:20) per day from US listeners this year, which is more time than Netflix (1:02), Hulu (0:53), or YouTube video (0:48), according to our report.

In 2024, US viewers will spend 36 minutes daily with YouTube, per our forecast鈥攋ust above Netflix at 34 minutes, but far above the 9 minutes with Disney+. Larger moat: That strong viewership means the company is in a powerful position to reshape the streaming measurement and advertising processes according to its own needs.

Total media ad spending in the US will pass the $350 billion mark this year, but growth is slow at just 3.8%, according to our forecast. 鈥淭hat is not great compared to almost anything in recent memory; however, there is a U-shape to this line,鈥� our analyst Ethan Cramer-Flood said during our 鈥淯厂 Digital Ad Spend Outlook鈥� webinar. Connected TV and retail media will prove to be bright spots, but social media could be a challenge.

YouTube dominates time spent with media: US adults spend an average of 36 minutes per day on the platform, outpacing Netflix, Hulu, and Facebook, per our forecast, and making it highly attractive to advertisers.

US Bureau of Labor Statistics. Winmo. World Federation of Advertisers.

We forecast that Tubi鈥檚 US ad revenues will pass $1 billion for the first time this year, climbing 19.2% to $1.17 billion. The streaming service also launched in the UK last year in an effort to capitalize on the market鈥檚 FAST viewership boom, though it faces stiff competition from entrenched streamers.

Paramount+ US viewership will rise from 82 million to 103.4 million by 2028, the end of our forecast period. Netflix, by comparison, will move from 179.4 million to 198.2 during that time period. In addition to subscriber growth, Paramount must maintain its presence in premium content, especially sports, to retain viewers and advertisers.

Consumers may be concerned about the economy, but the outlook is good for ad spend in the final months of 2024. The share of advertisers concerned about a slowing US economy dropped 11 percentage points (from 49% to 38%) between November 2023 and August 2024, according to the Interactive Advertising Bureau (IAB). Retail media鈥檚 popularity, an influx of value-based messaging, high political ad spend, and connected TV (CTV) monetization will boost the ad industry the rest of 2024.

You mentioned engagement, so TikTok, close to an hour a day being spent on TikTok in the US by TikTok users. That's just shy of how much time people spend with Netflix in the US. Evelyn, TikTok isn't where the internet is going. One minute on the clock, make the case. Evelyn Mitchell-Wolf:.

AVOD penetration will reach 45.5% of US consumers this year and will exceed half the nation鈥檚 population by 2026. 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.

And Amazon, which accounts for over three-quarters of the US retail media digital ad market, has been refining its genAI-powered shopping assistant Rufus since its February 2024 launch. Platforms that don鈥檛 have their own LLMs are turning to Google and OpenAI. For example, the Reddit Answers genAI search tool is integrated with Gemini. Meanwhile, Netflix recently introduced OpenAI-powered search.

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.

Our take: The upcoming US presidential election, along with recent legal developments, makes the outcome of the click-to-cancel rule uncertain. The US Supreme Court recently overturned Chevron Deference, significantly weakening regulatory agencies like the FTC.