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YouTube is the most widely used free video service among US internet users of all generations, according to Kagan. Its highest saturation is among Gen Zers (82%) and millennials (78%).

Actually, October of last year when that wasn't the case, and cable was still bigger than streaming. So, even though there's a captain obvious aspect to this data, there's still an interesting tipping point happening here, particularly with streaming over cable. At some point we're going to get to where streaming surpasses cable and broadcast combined.

Free ad-supported streaming TV (FAST) services like The Roku Channel, Tubi, and Pluto TV will bring in tens of millions of viewers this year, though time spent with the platforms isn鈥檛 comparable to that of Netflix or YouTube, according to our forecast. Still, marketers should keep an eye on these streaming services, especially those with parent companies like Paramount or Fox that may be able to spin free viewers into paid members.

On today's podcast episode, we discuss what was behind the impressive first half of the year growth in out-of-home (OOH) advertising, how the medium is different from before the pandemic, the benefits of OOH TV, and what we can expect from the next few years. Tune in to the discussion with host Marcus Johnson and analyst Yory Wurmser.

On today's episode, we discuss innovations in connected TV (CTV) and the outlook for next year. "In Other News," we talk about what to make of recent price hikes for streaming platforms and YouTube launching Primetime Channels. Tune in to the discussion with our analyst Paul Verna and Michael Hopkins, vice president of go to market at MNTN.

Second point here from Daniel Konstantinovic, one of our writers, saying that they could bundle Hulu and Disney+ into a super video streaming app.

The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.

It鈥檚 a relative laggard in TV viewing and video and audio streaming, but it鈥檚 a hotbed for newer digital technologies like smartwatches and smart home products. Central and Eastern Europe is now in last place for on-demand/streaming services adoption worldwide. Despite this, the region is only second to last in time spent with online TV/streaming with a 5 minute increase since H1 2022.

On today's podcast episode, we discuss how much time folks are spending with TVs and CTVs, how many ad dollars are going to both, and which of the streaming platforms will make the most from ads going forward. Tune in to the discussion with our analyst Ross Benes.

Why it matters: Streaming services have eaten significantly into linear pay TV鈥檚 market in recent years, and newer threats are emerging. The rise of ad-supported streaming subscriptions is further eroding pay TV鈥檚 share. Pay TV services lost 5 million subscribers in 2023 as ad-supported subscriptions proliferated, per Leichtman data.

I would suggest that we scrap them all together and we just refer to them entirely as ASS, ad supported streaming, whether it's free or paid. Because the advertiser and the user doesn't really care about those distinctions as much as long as they know if they're getting ads or not. It's all ASS, ad supported streaming. Jeremy Goldman:. You know what?

BVOD will overtake sub OTT this year, as traditional TV viewing evolves. Given the widespread desire for video content at the lowest cost, BVOD has approached an inflection point: It will surpass sub OTT in viewer numbers this year, and the gap will grow. This year, BVOD viewers in the UK will pass 40 million鈥攐utnumbering the 39 million sub OTT viewers.

Live events let advertisers reach massive audiences and let television channels and streaming platforms increase ad revenues. NBCU-owned Peacock ranks highly for subscription OTT ad revenues at $2.25 billion, surpassing services like Netflix and Disney+, but lags behind these companies in overall growth.

In H1 2023, average US time spent consuming online TV/streaming was 1:50. That ranked the US No. 2 among the countries tracked, behind only Saudi Arabia. Since 2019, time spent with online TV/streaming is up 34.1%. On-demand/streaming service viewership saw high penetration rates across demographics鈥攊ncluding age groups, income levels, and household locations (urban, suburban, and rural).

A good portion of subscription spending will occur within over-the-top (OTT) video platforms that also have ad-supported tiers, so increased subscription spending shouldn鈥檛 significantly dent IAA. And subscription fatigue among consumers will keep growth in the single digits. Privacy rule headwinds will lead apps to look for additional sources of revenues.

Lowe鈥檚 looks to expand the reach of its retail media network: The home improvement retailer rebranded the service Lowe鈥檚 Media Network and plans to launch four new channels this year.

In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. 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.

Programmatic accounts for the vast majority of digital display ad spending across the major markets we track in Western Europe. The UK holds a significant lead in terms of overall spend, but France and Germany are growing quicker.

So the gigantic gigantic players, the traditional pay, sub OTT, we call them, Netflix is up there at 170 million viewers. Amazon's up there at 157, Disney Plus, Hulu. These are very, very big. But that's still tens of millions of people and in fact that is more viewers than Apple TV for instance. Bill Fisher:. Wow. Ethan Cramer-Flood:.