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And that gap, especially if you compare that US number of TV consumption to other regions, that gap gets even larger. So it's a finding that we see every year. It speaks to the variety of content that's available to US consumers. And you know what? We're also seeing that trend happen in online streaming of content as well.

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.

Key Stat: The number of US original scripted series declined by 14% YoY in 2023, according to FX Networks. Executive Summary. In 2023, the number of US scripted series declined by 14% over the prior year, according to FX Networks. For years, content production soared, with gains occurring nearly every single year. The drop-off that occurred last year is unprecedented. Strike effects still linger.

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.

Even premium TV brands like LG are now showing ads on screensavers, joining other video platforms in monetizing this idle screen real estate. But will these ads actually move the needle for advertisers?

Out-of-home (OOH) advertising is offering more opportunities for advertisers to take advantage of context, measurement, and experiential innovations to drive conversions. 鈥淭ry it more. Use it not just for that one stunt,鈥� said Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA). Instead of focusing on one tentpole stunt, marketers should be using multiple OOH formats to supplement digital campaigns, Bager said.

The election brings more ad spending to Spanish-language media: TelevisaUnivision garnered record US political ad revenues as candidates fight for Hispanic voters.

Key Question: Which industries are propelling digital ad spending growth in the US this year? Key Stat: Retail will account for over a quarter (28.7%) of all US digital ad spending in 2024. By 2027, it will also account for over a quarter of the sell-side market through its RMNs. Executive Summary. A strong economy is driving a broad-based acceleration in US digital ad spending.

We forecast that Meta will bring in $568.7 million in US political ad revenues this year, up 86% from 2020. Google鈥檚 gains are even more dramatic: While it will generate slightly fewer political ad revenues than Meta at $553.2 million, that represents a 215% increase from 2020. Languishing media channels are also getting their share.

Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues. Read the full report, US Forecast Trends to Watch in 2025.

The US market may be reaching saturation, which will put pressure on international growth to maintain momentum. How we got here: Netflix鈥檚 Q3 performance highlights the company's shift toward diversifying revenue streams. Netflix's ad-supported tier now accounts for half of new memberships in available markets.

The youngest US generation is already online and outnumbering its teen counterpart on digital video and gaming platforms.

TV is transforming into a retail platform: Shoppable media drives real-time purchasing, with US consumers spending $290 annually on TV-inspired products.