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Many in digital advertising, including the Interactive Advertising Bureau, have begun to use connected TV (CTV) as an umbrella term to include content delivered via CTV devices or OTT services.

On an investor call, Iger restated the company鈥檚 commitment to streaming despite a quarter of subscription and revenue losses that resulted in significant job cuts. While Disney reorganizes and puts a post-Iger leadership plan in place, it may be unwilling to flaunt billions in a buyout.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform鈥檚 massive potential for advertisers. Between Shorts, YouTube鈥檚 flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube鈥檚 reach is.

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With Amazon defaulting Prime Video viewers into its ad-supported tier, it鈥檚 clear the days of ad-free subscription video are waning. 鈥淲ith Netflix, Disney+, and now Amazon including ads, the pendulum has completely swung, and streamers are essentially forcing advertising upon CTV consumers,鈥� Willens said. Winner: Amazon. Retail media competitors vs. Amazon.

Nearly 1 in 5 US consumers has dropped a paid subscription service in favor of a free ad-supported one in the past six months due to economic conditions, according to a November 2022 Deloitte survey.

Thirty-nine percent of CTV/OTT advertisers cited transparency on where ads were running as one of their biggest challenges in CTV/OTT marketing, according to an April 2024 Advertiser Perceptions and Premion study. As more brands move their ad dollars over to CTV, our analyst Ross Benes calls overexposure 鈥渢he biggest bugaboo in streaming.鈥�. Finding your audience and keeping it.

This collaboration aims to offer a subscription-based "skinny" bundle of sports channels, including ESPN, Fox Sports, and Warner Bros. Discovery networks, alongside ESPN+. The service is set to launch in the fall of 2024, with an additional option to bundle Disney+, Hulu, and Max.

While advertising areas like connected TV and retail media boast strong potential, other channels, like social media and linear TV, are losing some steam. That鈥檚 why it鈥檚 important to explore other ad channels. For example, digital out-of-home advertising has made technological and creative leaps in the past few years, while the women鈥檚 sports ad opportunity is expanding. Here are some areas within digital advertising where you may be missing out on unlocking potential.

While ad supply is growing across the market, ad loads are stable because streaming services still rely heavily on subscriptions. To even out that income stream, more streaming services are pushing ad-supported plans that are significantly less expensive than their ad-free counterparts. 2. Linear TV ads still dominate in reach.

Seventy-five percent said they preferred using free AVOD services rather than paying subscription fees for ad-free video. Zoom out: LG鈥檚 report highlights CTV鈥檚 ability to deliver highly targeted ads that allow advertisers to forge connections with audiences across demographics. Prominent CTV ad tech and product launches in the last year have centered on specific consumer targeting.

Our take: Netflix has shaken off the rough launch of its new subscription tier, but it鈥檚 still not the revenue generator the company is hoping for. If AVOD does become a hefty source of revenues and subscriptions for Netflix, it will take years for the results to materialize.

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The news: Warner Bros. Discovery (WBD) plans to split into two separate public companies by 2026, one focused on streaming and studios and the other on global cable networks, the company announced. Its streaming company will include HBO Max and WBD鈥檚 movie properties, while the global networks company will include TNT Sports, Discovery, and CNN. Our take: WBD鈥檚 move emphasizes that sticking with a one-size-fits-all model is no longer viable given traditional TV declines and the rise of streaming. Managing decline while pursuing growth requires two fundamentally different playbooks.

Another subscription-free alternative to the main video platforms is TikTok. It can鈥檛 boast the same audience sizes as Netflix and Prime Video, but users on the platform are incredibly engaged. From a scant 2 minutes in 2019, the average time spent will rocket to 19 minutes by 2025. Disney+ aside, the big subscription platforms are struggling to engage.

Connected TV Explainer (Insider Intelligence subscription required). More Chart of the Day:. 6/23 - Amazon on display. 6/22 - Game of phones. 6/21 - Eat your green. 6/20 - Digital drinking game. 6/16 - Retail it like it is.

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Many cord-cutters or cord-nevers turned to streaming to help counteract the high costs of cable subscriptions, only to find the ad-free prices quickly adding up. Now they have more price-efficient options, even on their favorite premium channels. One place this is evident is in the increasing popularity of FAST (free ad-supported streaming TV) channels.

US Sports Betting 2023 (Insider Intelligence subscription required). Combined CTV and linear TV ad spend will near $100 billion in 2027. The shifts that will impact 2024鈥檚 video ad landscape.

This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one鈥攄elivering the latest news and insights鈥攁re completely free through January 31, 2025.

Digital pay TV is drawing fewer cord-cutters than it did in previous years now that providers have raised prices to align with linear TV subscription rates. 3. Five streaming services will exceed $1 billion in ad sales. Hulu, YouTube, Amazon, Roku, and Peacock will each generate more than $1 billion from their ad business this year, per our March 2024 forecast.

Subscription streaming services: Paid services like Netflix, Hulu, and Prime Video remain popular. Free streaming services: Free streamers like Tubi, Pluto TV, The Roku Channel, and Crackle are gaining viewers. (We include YouTube in our CTV definition. YouTube has subscription offerings, but viewers spend more time on its free service.).