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Prime Video viewers spend less time watching content on the platform than viewers spend on rival services. A key challenge for Amazon to realize its CTV advertising ambitions will be getting viewers to spend more time on the platform. Because the streaming service is bundled with Amazon Prime membership and other benefits, its audience is arguably less committed.

Key Takeaway: Even if TikTok is the favorite, marketers won鈥檛 reach all viewers if they use only TikTok. Gen Zers are still regular users of Shorts and Reels. Plus, YouTube and Instagram have more ad formats and targeting options than TikTok does. Instagram leads in Stories viewing. Nearly half of Stories viewers say Instagram is their go-to.

In 2020, linear TV accounted for 72.2% of the total time US viewers spent watching video on TV screens, according to our forecast. In 2024, linear TV only made up only 56.5%. Meanwhile, digital pay TV services like YouTube TV and Hulu + Live TV will reach 14.1% of the population this year, but see only 5.5% growth, per our October 2024 forecast.

The news: YouTube is tightening its policies on gambling-related content to 鈥減rotect viewers from potentially harmful content.鈥�. Age restrictions are the biggest change, with signed-out users and viewers under 18 blocked from accessing gambling videos. However, content on online sports betting and in-person gambling remains exempt.

The sports trend: The deal, which expands on YouTube TV鈥檚 NFL Sunday Ticket rights, comes at a time when streaming platforms are vying for sports rights. The craze is in response to viewers increasingly embracing digital for consuming live sports.

Yeah, to circle back to your first point for a second, that makes sense with the tie between digital video viewers and people discovering content on social media, because those numbers are very close in terms of the penetration of Gen Z who are doing both of those, 96% for digital video viewers and 88% for social network users, the two highest activities.

What it means: The streaming wars that began roughly four years ago have significantly boosted CTV time as consumers have embraced multiple streaming services simultaneously. Rather than replacing one service with another, viewers are adding services, creating a cumulative effect that has finally tipped the scales away from traditional TV. 2. Older adults embrace YouTube more than teens.

By integrating iSpot鈥檚 tools, Paramount aims to attract ad dollars with sharper data on purchases, attention, and campaign impact across TV and streaming.

Viewership of 鈥淪quid Game鈥� and its NFL streaming performance will be a crucial test for Netflix. 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.

In 2025, 68.8% of YouTube鈥檚 248.6 million monthly viewers will watch on CTVs, which means its CTV audience will be just 19.0 million smaller than Netflix鈥檚 total audience across devices. That will put it in direct competition with more premium streaming services for CTV ad dollars. Streamers will become more social.

Rather than invest in linear TV networks, media conglomerates now push their best content to streaming. As more viewers abandon pay TV, networks have raised carriage fees to limit financial losses, which drives up cable bills. And that leads more people to cut the cord in a brutal cycle.

That will push the number of social network users past the number of linear TV viewers for the first time. YouTube is its own beast. We consider YouTube a digital video platform in our forecasts, so it is excluded from our social network user estimates. But YouTube already has a bigger US audience than any social, TV, or streaming platform, and its user base continues to grow.

Vlassopulos was previously the head of music for Roblox, where he launched virtual concerts for Twenty One Pilots and Lil Nas X鈥攚hose four concerts on the platform saw 33 million total viewers. Why this could work: Artists and musicians could be looking for alternatives to streaming or touring to promote and monetize their music.

While this chart refers specifically to websites and apps, advertisers may see similar preferences from streaming as viewers get more comfortable with ads on subscription platforms. Programmatic digital display ad spend will reach $157.35 billion in 2024, a 15.9% increase YoY, according to our December 2023 forecast. Use this chart:. Demonstrate consumers鈥� comfort with ads.

Per YouTube, 鈥淲hen viewers turn off all notifications from YouTube, all creators are unable to reach even their most engaged viewers outside the app. The goal of this experiment is to help us find ways to reduce this problem.鈥�. Will it help brands? While reaching a smaller audience might seem counterintuitive, the experiment, if successful, could have some benefits.

Faced with booming media rights costs and legalized gambling, broadcasters, streaming services, and leagues are navigating how to stay innovative, remain profitable, and keep sports accessible for everyone. Media rights costs for major sports have surged dramatically, posing a significant challenge for traditional broadcasters like NBC and Disney.

There鈥檚 scrolling behavior, there鈥檚 streaming, and then there鈥檚 shopping,鈥� said McGahee. Google is leveraging this knowledge to embed retail ads naturally across its properties. For example, off-site ads are complementing sponsored products in Google Search and Shopping.

Netflix鈥檚 AI search test takes aim at content fatigue: By letting users search more intuitively, Netflix hopes to edge out rivals and helps viewers navigate its library.

Netflix remains a revenue leader in the streaming space, however tariff concerns and tightening budgets for both consumers and advertisers have increased the pressure across all providers to stand out.