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Streaming investments drive Paramount鈥檚 layoffs: the company struggles to balance growing debt with declining traditional TV ad revenues.

Our forecast for digital video viewers in the US, including subscription and ad-supported OTT video viewers. Plus, third-party data points on how many streaming services consumers are likely to subscribe to.

They can also use it to reinforce the importance of having a robust YouTube strategy and demonstrate how big YouTube is compared to the leading streaming platform. YouTube for Marketers Explainer (蘑菇AV subscription required). The CTV Opportunity(蘑菇AV subscription required).

Ad-supported video gains viewership, time spent on digital video surpasses TV, and streaming services pivot from audience growth to profitability.

China鈥檚 retaliation rattles markets, but Big Tech could offset losses by leaning into AI, services, and subscriptions鈥攊f consumers still bite.

YouTube is going head-to-head against premium streaming services and social video platforms. From its longtime CEO stepping down to a plethora of competition, it hasn鈥檛 been an easy time for YouTube since mid-2022. And parent company Google鈥檚 struggles with antitrust lawsuits in the EU aren鈥檛 making things easier. But some signs point to a potential recovery in YouTube鈥檚 ad revenues in H2 2023:.

YouTube is the first streaming platform tracked by Nielsen Gauge to exceed more than a 10% share of daily viewership. The platform鈥檚 growth may be thanks to an increase in viewership of sports content, which reached 35 billion hours in Q2 2024, growing 45% YoY, YouTube鈥檚 CEO, Neal Mohan, told the Financial Times.

These services are helping to further acclimate the population to the idea of sub OTT video. In 2023, 39.4% of internet users in the region will be sub OTT users, a rate that will only slightly trail the worldwide average (43.6%). The Streaming Wars Go Global. For now, Netflix鈥檚 viewership is the only sub OTT audience we are able to estimate on a worldwide scale.

MrBeast鈥檚 season of scandal dampens Prime Video鈥檚 game show plans: A class action lawsuit alleges sexual harassment on the set of a game show aimed at young audiences.

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

As that process plays out and legacy broadcast channels like ESPN move from the cable and satellite ecosystem to a D2C streaming model, sports fans will ditch their cable bundles for streaming services. That migration of viewership could be the final blow for the legacy pay TV business, which in recent years has been held together by live sports. The future of streaming media is ad-supported.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

Marketers can use this to recognize high growth areas of investment strategies and acknowledge the uncertainty shown in TikTok investments as a potential nudge to diversify their social ad spend.

Fans praised the slew of streaming features like the ability to watch multiple competitions at once. Viewers were highly engaged, streaming more than 23.5 billion minutes of content. Our take: With ownership of Olympic broadcast rights through 2032, NBCU can expect a recurring, substantial boost to Peacock viewership that will attract advertisers.

Now, some buyers are asking streaming services to include money they spend on demand-side platforms (DSPs) like The Trade Desk in upfront commitments, per an April 2023 article from Ad Age.

In 2024, the combined viewership of free ad-supported TV (FAST) platforms and ad-supported subscription over-the-top tiers鈥攊n other words, the total AVOD audience鈥攚ill exceed 180 million. That figure will tower over pay TV鈥檚 total 111.5 million viewers. The pace of change will be jarring for advertisers who still plan based on linear TV spots.

Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues. Read the full report, US Forecast Trends to Watch in 2025.

We project over half of the US population will be watching content from at least one ad-supported streaming service monthly by 2026, up from 41.8% in 2022.

The news: Google has launched an ad platform for smart TVs and streaming devices running on Google TV. Marketers can place unskippable in-stream ads on over 125 live channels, many from the growing free ad-supported television (FAST) sectors. Home screen and masthead placements are also available.