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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.

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.).

TikTok users are highly engaged. In fact, they鈥檙e more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.

Ad-supported video-on-demand (AVOD), such as The Roku Channel and ad-supported versions of subscription services like Netflix and Disney+. YouTube, which will have nearly 45% of its viewing time on CTVs. Digital live TV services, such as Hulu + Live TV. Mobile remains the king of digital advertising, largely due to its diversity of content.

Live sports are offered in varying degrees by each of the eight most-used US subscription streaming video services. We forecast digital live sports viewers will grow by 8.3% next year. As streaming sports offerings increase, sports will increase its share of connected TV ad budgets. AI-powered media buying will take an even bigger share of media sales.

To overcome account opening headwinds, credit card marketers can explore credit card subscriptions, net worth data collection, and wallet-first cardholder experiences.

Connected TV (CTV) is revolutionizing television advertising by combining engaging content with targeted, data-driven strategies. With 75% of the US population watching OTT video, according to 蘑菇AV, advertisers have a golden opportunity to reach their ideal audiences.

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.

Put another way, the share of total CTV and TV viewing that is ad-free increased from 17% in 2021 to 22% in 2023, per Wieser. As total TV ad exposures decline, marketers will have to become more strategic about how they grow their reach. Pray and spray methods will be more difficult to execute. A targeted approach, based on crisply defined audience targets, will become more favorable.

Google subscriptions, platforms, and devices revenues (which includes paid YouTube subscriptions): $9.3 billion (14.3% YoY increase). YouTube鈥檚 advertising revenue growth, while slightly below analyst expectations, still demonstrates the platform鈥檚 robust engagement and monetization capabilities.

CTV is popular among younger Black viewers, who are also likely to have multiple streaming subscriptions. Black digital video viewers consume a mix of paid streaming services, free OTT services, and free ad-supported platforms. Roughly 73% of digital video viewers subscribe to three or more paid streaming services, according to a July 2023 Nielsen report.

Because I think that even before the steep discount, their subscription prices were probably not sustainable to drive revenues. It's a bandaid over a gaping wound. Marcus Johnson:. That number again, NBCUniversal expecting Peacock to lose $3 billion this year, and they've just cut the price from five bucks to a buck 50.

On today's episode, we discuss how recent YouTube TV price hikes will affect subscriptions, whether streaming TV actually costs less than cable, and if a sports streaming hub is a viable product. "In Other News," we talk about what Roblox's new ad rules will do to the metaverse and why Walmart+, Walmart's membership program, is resonating with high-income shoppers. Tune in to the discussion with our analyst Daniel Konstantinovic.

Ad-free streaming services have launched ad-supported tiers, taking advantage of increasing time spent with CTV and improving the amount of inventory available to advertisers, our analyst Yoram Wurmser said on a recent 鈥淏ehind the Numbers: The Daily鈥� podcast. 鈥淓ven TikTok is making a push into CTV,鈥� he said. 鈥淭here are just more opportunities for ads on CTV.

Some digital audio is not available because people pay for the ad free tiers. Marcus Johnson:. Right. Ethan Cramer-Flood:. But it's just a lot. It is a big, big chunk of the time is taken up with audio, and that is something that every year I'm reminded of when I do this report. Marcus Johnson:. That jumped out to me as well, yeah.

Be less intrusive: CTV audiences that are accustomed to ad-free experiences will be more open to the addition of a light ad load when the creative is new and engaging. Lean on specialists: A need for multiple ad variations will place a premium on teams to create content, while generative AI will serve as a tool for refinement. Watch the full session.

Read the rest of the report, US Time Spent With Sub OTT Streaming 2025.

Web Publisher Monetization 2024 (蘑菇AV subscription required). Programmatic Advertising Forecast and Ad Tech Trends H2 2024(蘑菇AV subscription required). Methodology: Data is from the November 2024 Advertiser Perceptions survey titled "Q4 2024: The State of the Ad Industry." 300 US marketers and agencies were surveyed during September 2024.

That鈥檚 due to the higher ad loads there and the commonality of ad-free streaming. Ad load estimates for linear TV vary, but generally the average is about 15 minutes of ads per hour. Streaming ad loads are much lighter, although they vary significantly, ranging from nearly 9 minutes per hour to 1 minute per hour, according to MediaRadar.

We expect Netflix to pass $1 billion in US CTV ad revenues in 2024, assuming it can successfully convert ad-free users into ad-supported ones. Disney original: Disney+鈥檚 pivot to ad-supported video has a leg up on Netflix. 鈥淪treaming ads may be new to this service, but it鈥檚 not new to the company,鈥� said Benes.