蘑菇AV

Linear TV is no longer a growth industry, so marketers should start preparing for a future where more and more of their TV-style spots go to OTT platforms. CTV is picking up the slack, resulting in a combined market that will grow from 2024 through 2027.

Key stat: US OTT video subscription revenues (excluding virtual multichannel video programming distributors) will be nearly two times higher than CTV ad revenues this year, according to our March 2024 forecast. What it means: Streaming is still a subscription-based business, especially for Netflix, which relies more on subscriptions than any other streaming service that sells advertising.

Just as television evolves, so does its advertising potential. With a significant increase in viewership for ad-supported streaming services and FAST channels, the opportunity for advertisers is immense. Discover how the shift towards legacy and rerun content is reshaping strategies.

As sports leagues increasingly strike deals with streaming services and digital pay TV providers, linear services are working hard to protect their last bastion of large viewership. Our take: If Venu Sports gets the green light, it will have a significant challenge to persuade customers to jump on board.

Zoom out: The companies鈥� 2023 clash resulted in a favorable deal for Disney that saw Charter Spectrum offer Disney鈥檚 streaming services at no extra cost. This set a new model for streamer-pay TV relations that is continuing in the Spectrum-WBD deal. Over time, pay TV services are likely to lose customers to streaming services, which charge lower prices for a large catalog of video entertainment.

Streaming services struggle with ad delays and slates: Latency and unfilled ad slots frustrate viewers and impact the performance of streaming ads, decreasing brand recall and program enjoyment.

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.

As streaming services look for new revenue streams, pause ads provide a way to generate income without fully disrupting the user experience.

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.

OTT will account for more than half (53.5%) of US video subscription revenues by 2025, when it will reach $71.92 billion, according to our December 2023 forecast.

Latin America鈥檚 digital video audience will be the second largest in the world this year. As greater adoption of paid and ad-supported streaming services takes hold, the region will remain a key market for new user growth on the international stage. Here are our latest forecasts.

FASTs, on the other hand, are more feasible for businesses that want to advertise in streaming, but aren鈥檛 the largest corporations in the world. It makes for safer, lower-stakes testing ground for companies like local car dealerships and direct-to-consumer brands, Benes said. The future: Viewers may spend more time on FASTs due to the slowdown in new, premium content production.

Paramount expands shoppable TV capabilities with Shopsense AI partnership: The two companies team up to enable viewers to shop the MTV VMAs, with plans to install similar features in other Paramount content in the coming months.

The surge in popularity of sub OTT, AVOD, and video streaming through CTVs caused its share of digital time to rise dramatically. During the pandemic shutdown in 2020, more Americans were at home in front of CTVs, with more options for sub OTT beyond Netflix and Amazon Prime. Apple TV+ and Disney+ had launched in 2019, with Peacock following in 2020. Paramount+ and Discovery+ joined the fray in 2021.

Streaming stick/device ownership is also boosting online viewership. Nearly a third (32.0%) of internet users owned a streaming stick/device in H1 2023, up from 29.9% last year and 22.2% in 2019. For many, streaming devices are a cheaper alternative to buying a new smart TV. Streaming video consumption is still considerably lower in Canada than in the US.

Connected TV (CTV)鈥檚 digital DNA and ability to target specific audiences has catapulted its popularity among advertisers. Learn why a wide variety of advertisers, including direct-to-consumer brands, are using CTV ads to reach streaming viewers and drive measurable results.

Connected TV (CTV) technology is advancing by leaps and bounds, which is enabling advertisers to better target audiences, measure outcomes, and implement performance marketing strategies. Read how CTV is transforming streaming and advertising at large, including linear TV and social media.

The data: More and more people in the US are saying goodbye to cable and hello to streaming, and next year, non-pay TV viewers will outnumber pay TV viewers. These changes are opening up different ways for advertisers to target and reach TV watchers.

Sports streaming momentum keeps building: Roku and NBA team up on FAST channel as Peacock and Prime Video win more exclusive streaming deals.