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A July 2023 SuperAwesome survey found that most US children determine what content they watch on their own, and that their needs are the primary factor behind whether a parent subscribes to a given OTT service. In 2024, children ages 11 and younger will outnumber teens under the age of 18 on YouTube, Netflix, and Disney+. YouTube has the highest monthly rate of usage among children.

Content drought: Streaming services were banking on their large libraries of content to help them outlast the strike, but the dearth of new content is beginning to catch up with them and affect the broader streaming landscape. Without new material to promote, companies that are new to the ad-supported streaming space could have trouble getting big advertisers to sign on to their platforms.

The aforementioned two in particular have struck major deals with streaming services: The Trade Desk is working with Disney on the new ad-supported tier for streaming service Disney+. DoubleVerify and Integral Ad Science are working with Netflix as third-party measurement partners for its new ad-supported tier, though Microsoft provided the technology infrastructure.

Proponents of TV advertising point to scale as why they鈥檙e coming back, but eventually, this dynamic will change as streaming services continue to grow鈥攁nd as YouTube continues to muscle into the CTV space. Major streaming services like Netflix and Disney+ only just introduced ad tiers.

Underutilized platforms like the OTT streaming services, digital audio, and even TikTok still have much to prove. Behind the Numbers.

Bob Iger鈥檚 second Disney tenure will change its streaming future: The returning CEOs acquisition-heavy strategy could mean further streaming consolidation.

YouTube is no longer separate from the streaming wars: Almost half of its viewership is on TVs, and advertisers are spending heavily on the platform.

We raised our forecast because more streaming services added advertising, and mid-tier streaming services experienced more ad growth than we previously expected. Now we expect US CTV ad spending to be 50.0% the size of linear TV ad spending by the end of 2024. While linear TV may still account for significantly more ad dollars than CTV, the latter is rapidly catching up.

Production reductions affected both linear TV and streaming. In 2023, US broadcast TV networks produced 55 fewer seasons than they did in 2022, according to Ampere Analysis. Subscription streaming services produced 77 fewer seasons during the same time frame. And the number of both scripted and unscripted series declined.

On today's podcast episode, we discuss who's leading the ad-supported vs. ad-free video streaming race, how much money is coming from both avenues, and how streaming will differ from (and look the same as) cable in a few years. Tune in to the discussion with our analyst Ross Benes.

Why Hulu matters: In the US, Hulu is the second-largest streaming service just behind Netflix, and is expected to reach 130.7 million viewers this year, per our October forecast. But with Comcast, Disney, and others launching their own branded, flagship streaming services, Hulu鈥檚 place in the mix is unclear.

Target looks to a paid membership program to fuel growth: The Amazon Prime-like program could incorporate Shipt, the company鈥檚 $99 annual delivery service.

Content has shifted online with the rise of subscription streaming services, with shows, movies, and even live sports now available on these platforms. Advancements in smart TV technology coupled with enhanced connectivity have made these devices increasingly affordable and user-friendly, transforming the way people consume television content and transforming CTV platforms in the process.

On today鈥檚 podcast episode, host Bill Fisher is joined by our analyst Paul Briggs and forecasting writer Ethan Cramer-Flood to examine the size, advertiser opportunity, and competitors in the free ad-supported streaming TV (FAST) service space.

A Disney purchase of Hulu would upend the streaming industry: Comcast CEO Brian Roberts said it鈥檚 willing to sell its stake to Disney, ending a stalemate.

Sizing up Netflix's, YouTube's, and Amazon's streaming viewing and advertising. Strategies for getting the most out of CTV advertising, from Warner Bros. Discovery, Tubi, and more. See which platforms are canceling shows at the highest rate. What does the narrowing range of streaming service CPMs mean for advertisers?

Streaming services like Paramount+ and Hulu were among the show鈥檚 major advertisers, but despite last year鈥檚 show being a banner year for movies produced by streaming services, 2023鈥檚 lineup only included 鈥淎ll Quiet on the Western Front.鈥�. Our take: This year鈥檚 Academy Awards showed an event attempting to reconcile with the new box office reality.

Political impact: The strong spending growth for political advertising has companies ranging from TV networks to streaming services clamoring for a larger share, but it鈥檚 local TV that will reap the majority of the profits in 2024.

The steep demands show that Amazon is looking to streaming to contribute a significant amount on top of its expected $33.96 billion in ad revenues this year. But with a large number of major streaming services now competing in the ad market鈥攁nd charging record high CPMs to boot鈥擜mazon could have trouble reaching its spending goals.

Streaming services. Email channels. Stores. And in venues serviced by the retailer鈥檚 partners, such as social networks, publisher sites, streaming services, and digital billboards. Our definition of retail media also comprises nonretail entities that sell ads connected to ecommerce activity, such as delivery services or hotels. Retail media spans a broad and growing spectrum of merchants.