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US streamers will see $66.23 billion in OTT subscription revenues this year, per our December 2023 forecast. Most of that money will come from the biggest players鈥擭etflix, Disney+, Hulu, YouTube, and Paramount+鈥攂ut over a third ($22.91 billion) will come from other streamers. This potential subscription and ad revenue are why brands like Chick-fil-A and the Dallas Stars NHL team are launching their own streaming services. Here are the driving forces behind the growth of these niche platforms.

After years of mobile grabbing ever more share, the advent of connected TV (CTV) advertising has many industry marketers eyeing larger-screen digital options once again. CPG is no different, but the category still heavily prefers small-screen ads on smartphones and tablets. Click here to view our full forecasts for US CPG industry mobile ad spending and US CPG industry nonmobile ad spending.

Restrictions on the ability to target minors with social media and search advertisements are likely to benefit spending in other sectors鈥攍ike connected TVs鈥攖hat have fewer regulations. Marketers are also increasingly focusing on first-party data to preempt the deprecation of third-party cookies on Google Chrome and other regulatory causes of signal loss.

Among streamers, 65% access services via a smart TV, 31% via a media player, and 26% have both. Most new TVs worldwide come with built-in internet connectivity, and smart TV penetration rates are climbing in every region, enabling streaming鈥檚 rise. Consumers of French news are more trusting. This is despite their awareness of 鈥渘ouvelles bidon" (the local term for fake news).

The news: AI has dominated CES 2025, powering connected TVs, smart home devices, IoT products, and even grills and bird feeders with intelligent integration, per Business Insider. 鈥淎I is in everything at this year's CES,鈥� Lisa Haiss, 蘑菇AV鈥橲 senior Tech and AI briefings editor said from the show floor.

It will be almost double what advertisers spend on CTV. That runs parallel to a shift in advertiser perception of social and creator content. Click here to view our full forecasts for social network video ad spending, linear TV ad spending, and YouTube ad revenues. Over half (56.4%) of social network ad revenues will come from video in 2024.

Pharma brands are also devoting resources to connected TV (CTV), which lets marketers integrate longer-form video content into platforms where consumers are increasingly spending more time. CTV/streaming was ranked as the No. 2 most important consumer trend that healthcare and pharma marketers are monitoring in H2 2024, per a recent Mediaocean report. It ranked only behind genAI.

Connected TV represents a growing but still relatively small portion of spend at 9.3%. Our take: The mobile-desktop divide continues to widen, though not as dramatically as in previous years. While mobile's dominance is clear, desktop/laptop's projected growth to $100 billion by 2027 suggests enduring value in the format.

Digital video viewership is being propped up by connected TVs (CTVs), which allow for easy access to streaming apps on the biggest screens in households

Despite perceived inadequacy, digital audio ad measurement is as advanced as CTV ad measurement. Many of the largest players, including Spotify and Pandora, require listeners to log in to stream any audio content, ad-supported or otherwise.

That might not be such a unique advantage for long: Walmart鈥檚 pending acquisition of smart TV manufacturer Vizio could give it similar capabilities. Several Thanksgiving weekend NFL games also gave Amazon in-demand, high-viewership ad inventory with the ability to target consumers more directly than on linear TV.

TheTake, a startup focused on the intersection between AI and TV, partnered with LG and media networks to announce a new feature for LG's new webOS smart TVs at CES. The "click to search" feature allows users to select items on screen with the LG remote and shop products with LG's webOS Pay functionality.

The campaign will center on channels popular with young consumers, like social media, podcasts, and connected TV. Insurers will build policies around young consumers鈥� needs. Leading life insurers will move away from offering life insurance as a standalone policy provided through employers.

In fact, in creator, when we ask them what's the number one area of investment growth in 2025, there was a tie, it was connected TV and it was creator. Connected TV is dollars flowing out of linear TV, so not a lot of new dollars. It's just kind of a migration, but influencer or creator is pulling from all different departments. Minda Smiley (08:40):. Yeah, exactly.

During stronger economic conditions, retail media has extended its reach into adjacent digital channels that offer further room for growth (see CTV below). CTV is also helping drive digital advertising鈥檚 growth. CTV is benefiting from retail media鈥檚 growth.

In addition, when consumers were asked where they most often see healthcare/pharma ads, nearly half (47.7%) cited traditional TV and connected TV (CTV). Pharma companies, in particular, spent $4.37 billion on national TV ads from January 1 2023 to mid-December 2023鈥攗p 8.8% from the year prior, per iSpot.tv data cited by Endpoints News.

Who will be the MLB鈥檚 new streaming partner? As MLB鈥檚 partnership with ESPN is ending, Apple TV+ could eye a deal to expand its sports catalog.