蘑菇AV

One of them, which people have started doing to replace the new TV is watching subscription streaming services and Ethan, your next trend is about this. Ethan Cramer-Flood (12:18):. Yeah, I'll keep going on this one.

Ad-supported subscription tiers from the big streamers, greater penetration of smart TVs, and free ad-supported streaming TV (FAST) channels all bode well for the CTV ad market. The triopoly dominates Canada鈥檚 digital ad market. Google, Meta, and Amazon account for three-quarters of spending in Canada, much higher than what they claim in the US and UK.

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.

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.

Peacock, NBCU鈥檚 streaming service, is raising subscription prices ahead of the games. Ad-supported subscriptions will increase by $2 to $7.99 monthly and ad-free subscriptions will jump to $13.99. We forecast total US TV ad spend (including connected TV and linear) will reach $87.74 billion in 2024.

Disney鈥檚 new channels include Hallowstream, Hits & Heroes, and Throwbacks, all tailored to US subscribers, reflecting the entertainment giant鈥檚 strategic pivot to offering both subscription and ad-supported options. The landscape: The percentage of US adults who have used at least one FAST platform is growing from 44% in 2021 to an expected 65% this year.

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.

US TV and Connected TV Ad Spending Forecasts H2 2024 (蘑菇AV subscription required). Digital Video Forecast and Trends Q1 2025 (蘑菇AV subscription required). Methodology: Data is from the January 2025 Nielsen report titled "Engaging Black Audiences: How Brands Impact, Grow and Win With Inclusion."

鈥淐TV ad loads are under 10 minutes of ads per hour, whereas linear is more like 15 minutes of ads per hour, and there are a lot of viewers still on ad-free plans, especially on Netflix,鈥� Benes said. 3. Linear TV is losing ad share faster than time spent. Linear TV鈥檚 share of total US ad spend will drop to 11.2% in 2026, down from 28.8% in 2019, according to our forecast.

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.

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.

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.

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.

Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.

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.

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.

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.

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.

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.

It will also introduce ad-free games for children, with no in-app purchases. Netflix reported record revenue and subscribers in Q4 and recently raised prices of its US Standard plan to $17.99 from $15.49 per month鈥攖he tier鈥檚 first hike in three years.

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.

This content is part of 蘑菇AV鈥檚 subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what鈥檚 happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.

US Amazon Ecommerce Forecast 2024 (Subscription required). Gen Z Technology and Media Preferences 2024 (Subscription required). Note: Respondents were asked, "How much do you trust the following tech or media companies?".

Big platforms like Netflix, Disney+, and Amazon Prime Video have incorporated ad-supported tiers into their previously subscription-based approaches. We project connected TV (CTV) ad growth will reach 21.2% this year, outpacing the overall media market. CTV advertising is becoming synonymous with TV on the whole.