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Creating content that goes beyond what AI can summarize will keep viewers engaged once they click on a video, while including key questions and answers in video descriptions and titles that AI can pull for overviews will increase chances of content being sourced.

TV viewers. Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. Voice assistant/search users. Executive Summary. The Middle East and Africa has stayed mostly consistent in penetration rates and time spent with media, despite small decreases across the board.

As ad-supported TV and streaming services become more popular, ad variations are becoming more crucial. Through small, tactical tweaks, a holistic campaign approach, and experimentation with shoppable formats, it doesn鈥檛 have to be a costly or daunting endeavor.

In 2022, TV penetration was significantly greater than on-demand/streaming services. This year, on-demand/streaming service is nearly on par with live TV. It has a penetration rate of 73.7%, compared with 74.1% for live TV. In the region as a whole, it outpaced live TV in viewership by a wide margin in H1 2023. Philippines.

Still, CTV ad impressions rose 18% YoY in 2024鈥攂ut a gap remains between ad investment and viewership, the study noted. Interactive ads drove engagement. CTV ads with elements like QR codes and overlays received an average of 71 seconds of additional viewer time compared with standard pre-roll ads, with QR code usage alone more than tripling YoY.

View the full forecasts for smartphone video viewers, smartphone gaming app users, and smartphone social network users. How will app diversification give marketers more choices? More diverse mobile usage could lead to additional ad options beyond the triopoly. Currently, Facebook, Google, and Amazon account for 66.0% of mobile ad revenues.

By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets. This will drive standout growth for Amazon in 2024 and buttress 2025 as well, as the initiative expands and matures in more countries.

To justify its higher-cost tier, YouTube needs to offer benefits beyond ad-free music videos, such as more robust offline capabilities, more multiple-device streaming support, or access to exclusive shows.

Now, recipe readers and video viewers can shop for relevant ingredients advertised to them through Instacart鈥檚 first-party data. 鈥淚nstacart has a much bigger view across different grocery stores versus a competitor such as Walmart, which is limited to data from its own customers,鈥� Davidkhanian said. 4. Albertsons.

It also relies less on advertising than other subscription streaming services do. These factors reduce Netflix鈥檚 tariff exposure, although it could be affected by the 100% tariff on foreign movies that Trump proposed. YouTube viewership could increase. A tariff-driven recession could drive viewers from paid services to YouTube, which most people access for free.

US ad-supported video-on-demand viewers will reach 180.2 million in 2024. Our analysts anticipate that Apple TV+ will be the last major streaming service to launch an ad-supported tier. 7. Smaller walled gardens will cross-pollinate.

Connected TV (CTV) platforms are using retail media networks (RMNs) to target viewers. They utilize first-party data from retailers to target viewers in ad-supported video-on-demand services. The Mars survey found that Amazon, Loblaw, and The Home Depot offer CTV integration in Canada. Domestic RMNs provide a wider range of advertising options by tapping into loyalty programs.

Amazon introduced ads to its Prime Video streaming service this year, creating an audience of 130.4 million ad-supported viewers, per our forecast. While Amazon lacks the store footprint and grocery business of competitor Walmart, it remains the dominant RMN in the US. Walmart: Last year we said Walmart was working its way up the retail media ladder, and this year it certainly has put in the work.

TV viewers. Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. Voice assistant/search users. Executive Summary. Social media is the most popular activity in the region across demographics. The difference in adoption rates between gender, age, and income is less than 2%.

Other ad-supported services could adopt similar AI tools to mine viewer discussions for hyper-targeted campaigns. The key for these new tools to succeed is balancing automation with authenticity鈥攁 challenge Reddit鈥檚 model addresses by keeping humans in the loop.

Women's sports viewership has doubled since 2022, attracting new advertising categories. Netflix is entering live sports, while ESPN plans a comprehensive streaming app. Single teams' games now appear across up to five different services weekly.

In an era when digital video viewership, social media usage, and over-the-top subscriptions are at a near saturation point in much of the world, podcast listener growth is still looking pretty good in most markets. A majority of the countries we track will see high single-digit listener growth rates this year.

TV is becoming a niche media for advertisers, but it will stay important for viewers for the foreseeable future. Adults will spend 2:55 per day with traditional TV in 2024, far more than they will spend with sub OTT streaming services (1:49) or social networks (1:26).

The US leader in streaming has so many viewers that time spent on the platform will average out to an impressive 35 minutes per day across the entire adult population in 2024. Its active audience is also more dedicated than any other OTT platform鈥檚 (1:04 per day this year).

FAST streaming is growing fast: The number of active channels has nearly doubled in several key markets, with the US showing the most growth, but user experience remains key.