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Viewers still watch the vast majority of ads on TV screens via linear TV, even as its share of time spent dwindles.

A July 2023 SuperAwesome survey found that most US children determine what content they watch on their own, and that their needs are the primary factor behind whether a parent subscribes to a given OTT service. In 2024, children ages 11 and younger will outnumber teens under the age of 18 on YouTube, Netflix, and Disney+. YouTube has the highest monthly rate of usage among children.

Super Bowl LIX sets new all-time viewership record: The game averaged 126 million viewers across TV and digital platforms, a 2% increase from last year, with streaming playing a major role in its success.

Tubi will get a big boost from a free Super Bowl broadcast: Fox is looking to grow its FAST service with free access to the big game.

Following three consecutive quarters of ad revenue losses, YouTube faces an urgent need to restore growth. This could present marketers using YouTube with opportunities to target audiences on both connected TVs and smartphones.

Insurers will lead the financial services pack on digital ad spend in 2024, buoyed by healthy profits. But a looming climate crisis will make their ad spend bonanza short-lived.

Fox acquires Red Seat Ventures: As audiences shift from traditional TV, The company is expanding its digital-first media push.

Even though OTT audience growth has flattened, the outlook for this segment is healthy, with hundreds of millions of viewers generating tens of billions of dollars in revenues. Who鈥檚 down with OTT? Revenues from US subscription OTT (sub OTT) services will top $50 billion in 2023, growing by 12.5% YoY. By the end of 2026, revenues will grow to over $64 billion鈥攎ore than double 2020鈥檚 revenues.

Retail media ad spending in the US will reach almost $55 billion in 2024, as advertisers鈥� focus on off-site spending intensifies.

While the number of people who will watch content on an OTT service for the first time this year will be modest, the kinds of services they use鈥攁nd how many they use鈥攁re changing meaningfully.

Amazon鈥檚 ad business expands: Ad sales were up 18% YoY to $17.28 billion, fueled by retail media and Prime Video ads.

As consumers get bored of brands鈥�72% said that 鈥渧ery few really stand out as different,鈥� according to VML鈥檚 2025 Future 100 report鈥攎arketers are turning to creative campaigns to attract attention.

Disney鈥檚 password-sharing changes didn鈥檛 boost subscriptions鈥攜et: The company saw a slight dip in Disney+ subs as it faced a tough holiday period.

Among subscription over-the-top (sub OTT) platforms, Paramount+ is set for standout ad revenue growth of 24.1%. And among the cohort of major free ad-supported streaming TV (FAST) services, Tubi will set the pace at 24.7%. Nearly every CTV player will outperform the wider digital ad market. To see the full forecast, click here. Social network ad spending鈥攅xcluding TikTok鈥攊s in bad shape.

Nielsen and Paramount bury the hatchet: Measurement renewal deal offers a glimpse into the state of Nielsen competitors.

Streaming makes ad spending gains, Netflix experiences growing pains, and advertisers encounter a soft upfront market.

Here are five charts on the size of and outlook for the B2B digital ad market worldwide and in 13 individual countries.

This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.

In our newest forecast for time spent, mobile devices still attract more than half of all digital time, but CTV is catching up.