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You get the ad supported product for a dollar a month, but the ad free price doesn't budge much. But that strategy only really works as long as the CTV ad prices remain very high. And they probably will for at least the next year or so.

Amazon will get a growth boost from its OTT video service. Amazon will benefit from a new kind of growth model in 2024, thanks to its ad-supported video-on-demand initiative with Prime Video. By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets.

That figure nearly matches the total for traditional TV viewers (232.2 million) and exceeds the total for subscription OTT (sub OTT) viewers (226.4 million). Digital audio is so mainstream that listener growth will inevitably be slow going forward. Any media that achieves widespread penetration will eventually hit a user growth wall, as digital audio did in 2021.

Key stat: CTV viewers would rather opt for ads than higher subscription prices; 56% of new streaming subscribers choose ad-supported plans, according to Samba TV鈥檚 US "State of Viewership" report. 91% of ads reach just half of linear TV households, according to the report.

Retail Media Forecast Report Update: Diversification Drives a New Phase of Growth (蘑菇AV subscription required). The State of Measurement in Retail Media (蘑菇AV subscription required).

How Consumers Perceive Ads (蘑菇AV subscription required). Mobile Trends to Watch in 2024(蘑菇AV subscription required). Methodology: Data is from the November 2024 Eyeo and The Harris Poll study "Digital "Ad-tastrophe": Consumer & Industry Perspectives." 2,005 US internet users were surveyed online during August 12-26, 2024 by The Harris Poll.

As consumers embrace ad-supported video, they鈥檙e ditching ad-free. Just 58% of respondents to a Hub Research survey used ad-free TV services in June 2024, down from 84% the previous year. Amazon Prime Video was the last ad-free service for many households, and its introduction of ads in 2024 led to a major drop-off in ad-free platform usage.

Digital Video Forecast and Trends Q3 2024 (Subscription required). US CTV Time Spent vs. Ad Spending 2024 (Subscription required). Note: Data was provided to 蘑菇AV by Comscore.

That could either drive them away or encourage more Premium ad-free subscriptions. YouTube is under-monetized considering its scale鈥攖argeting TV shoppers and providing a smooth path to purchase could boost time spent and monetize its growing CTV audience.

Ad-supported tiers of subscription streaming services like Hulu and Peacock are not part of FAST. Most of the content on FAST services is old and licensed. Entire channels are built around shows such as 鈥淏aywatch鈥� and 鈥淢idsomer Murders.鈥� But FASTs have diversified their content.

Shoppable Media Explainer 2024 (蘑菇AV subscription required). Retail Trends to Watch in 2024 (蘑菇AV subscription required). Note: Respondents were asked the question, "In the past 12 months, have you performed any of the following actions after being inspired by something you saw on TV?

础尘补锄辞苍鈥檚 OTT ad revenues are a small but increasingly important part of the story. Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023.

Expected within months, the redesign aims to prioritize paid subscriptions from services like Peacock, Paramount+, and Max. The change comes as people now spend more time watching YouTube on TVs than on any other device, including smartphones.

How it can help Fubo: While we anticipate Fubo鈥檚 subscription revenues will grow鈥攖hough at an increasingly slower rate鈥攖he company鈥檚 Q1 ad revenues were far from ideal, falling 17% YoY. And despite a merger with Disney鈥檚 Hulu+ Live TV business, Fubo鈥檚 Q2 guidance anticipates North American revenues dropping by 10% and international revenues falling 15%.

Our time spent estimates factor in ad-free subscription-based audio services like Spotify, which is the largest digital audio streamer in Canada. Social media time spent has jumped over the past five years. It will increase 34.0% between 2019 and 2024.

Subscription streamers have lighter ad loads. Unlike FASTs that rely exclusively on advertising revenues, subscription streaming services generate most of their revenues from subscription fees. Because subscription services are less dependent on advertising, they have lighter ad loads than FASTs. But each service鈥檚 ad tier produces a much different user experience.

Available on more than 70 million smart TVs across the region, the app could significantly boost ad revenues鈥攅specially since fewer than half of Latin Americans pay for a streaming subscription. We expect Mercado Libre鈥檚 retail media arm to capture 6.2% of digital ad spending in Latin America this year, up from 5.1% in 2024.

On today's podcast episode, we discuss why households with no pay-TV (traditional or digital) will be the majority and if livestream shopping in America can become habitual. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

The recent rollout of Prime Video ads isn鈥檛 the only contributor to rising competition in connected TV (CTV) advertising鈥攐ther subscription over-the-top (OTT) players are stealing market share. 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.

A budget-friendly premium tier could pull podcast fans away from Spotify, offering ad-free listening where they already watch鈥攐n YouTube, and increasingly, on their TVs.