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Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.

Canada ranks near the top of the list of countries for average daily time spent with media, with digital formats driving consumption to new levels.

Disintermediation is getting real, upfront advertisers want their programmatic CTV spending accounted for, and Google shares early results from the Privacy Sandbox.

CTV ad spending has been booming, but not by nearly enough to keep up with consumer behavior.

Insurers will lead the financial services pack on digital ad spend in 2024, buoyed by healthy profits. But a looming climate crisis will make their ad spend bonanza short-lived.

Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues. Video ad spending is a rapidly increasing part of in-app advertising.

That increase is being driven by consumers watching more subscription over-the-top (sub OTT) services such as Amazon Prime and Netflix, more ad-supported video-on-demand (AVOD) services like Hulu and Tubi, and more YouTube. CTV time spent accounts for 84% of time spent with 鈥渙ther connected devices.鈥� This forecast features eMarketer鈥檚 first estimate of US adults鈥� time spent with CTV from 2019 to 2024.

Mexico will be the region鈥檚 most highly penetrated sub OTT market. It became the first country in Latin America to surpass the 50% threshold last year, and 53.7% of internet users will watch sub OTT content this year. Brazil won鈥檛 reach this milestone until 2025.

Here are five charts on the size of and outlook for the B2B digital ad market worldwide and in 13 individual countries.

That figure nearly matches the total for traditional TV viewers (232.2 million) and exceeds the total for subscription OTT (sub OTT) viewers (226.4 million). Digital audio is so mainstream that listener growth will inevitably be slow going forward. Any media that achieves widespread penetration will eventually hit a user growth wall, as digital audio did in 2021.

Advertisers have higher expectations for retail media networks: That鈥檚 fueling a wave of updates from Best Buy, Instacart, and DoorDash.

Less than half (49%) of marketing professionals worldwide are 鈥渧ery confident鈥� in measuring ROI for CTV and OTT advertising, according to Nielsen. Watch the full webinar. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Consumers are turning to their TVs for holiday inspiration: 43% of connected TV (CTV) users say TV ads offer useful information on holiday shopping, and 72% would scan a QR code in a TV ad to make a purchase, according to a report from LG Ad Solutions.

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.

Growth rates in retail media ad spending are slowing YoY. The channel鈥檚 contribution to total digital ad spending continues to rise, however, highlighting the increasing influence of retail media on holistic advertising strategies.

Oscars viewership falls 7% but improves across younger demographics: The ratings decline doesn鈥檛 necessarily mean that live events are a lost cause.

US Black adults spend the greatest share of their total TV time watching cable (22.4%), followed by broadcast (21.8%), according to a 2025 Nielsen report.

Beauty鈥檚 run of strong retail sales growth is winding down, but new audiences and sales channels will offer opportunities for savvy brands and retailers to regain momentum.

Hulu鈥檚 technical breakdown at the Oscars sparks backlash: Subscribers missed key moments as the stream crashed early, exposing the platform鈥檚 struggles with high-profile live events.