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Around $84 billion in digital ad spend was lost to fraud last year, according to Juniper Research. That number will more than double by 2028, reaching $172 billion. Some 22% of US digital media experts consider digital video to be one of the media types most vulnerable to fraud, per a study from Integral Ad Science and YouGov. But connected TV (CTV) has an advantage over other digital ad publishers.

On today's episode, we discuss what to make of the mixed signals surrounding the US ad market, how much the space will grow in 2023, what's driving it, and what's holding it back. "In Other News," we talk about whether Universal Pictures鈥� premium video-on-demand success has reshaped the movie distribution model and what we spend our time watching on our TVs. Tune in to the discussion with our analyst Paul Verna.

Nearly half of US adults who have made a purchase via shoppable commerce have done so on social media, according to our February 2024 survey conducted by Bizrate Insights. But budding partnerships between brands and streamers may shift more commerce toward connected TV (CTV) platforms, especially around live events. For example, Paramount piloted a shoppable experience during the CMT Music Awards, NBCUniversal launched a new shoppable ad format ahead of this Summer鈥檚 Olympics, and Amazon added shoppable ads to its Amazon Prime platform.

US households paid an average of $726 on streaming services in 2023, per Deloitte. Some pay as much as $1,236. Content is also gated behind platform exclusivity more than ever before: Apple TV+, Max, Netflix, and Disney might all have big-name shows in a single year, forcing consumers to pick and choose.

We expect its US CTV ad revenues to reach $2.19 billion this year, behind only Hulu ($3.63 billion) and YouTube ($2.89 billion). A strong quarter reflects continued ad spend growth for CTVs as consumers shift away from linear TV. In context: Roku has become a sticky platform, strategically surfacing content to users and inking crucial sports deals that make it a hub for content of all kinds.

Toys R Us used genAI platform Sora to create an ad earlier this year, which was criticized for being unimaginative and creepy. While big brands may face similar pushback for boasting AI use in ads, smaller ones may benefit from the tech lowering costs and time spent creating CTV ads. This was originally featured in the 蘑菇AV Daily newsletter.

The United States coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

In 2023, YouTube will surpass Netflix in viewing time among US adults. CTV is driving this growth, now accounting for 44.1% of total time on YouTube, up from 25.1% in 2019, per our forecast. To view the full YouTube US CTV ad revenues forecast, click here. Our take: YouTube鈥檚 pivot to CTV represents a paradigm shift for a company whose DNA is in short, user-generated clips.

US ad market grows 14% YoY in July: While spending continues, the industry remains cautious amid economic uncertainties and election-year volatility.

And Paul, thank you as ever for joining us. Paul Briggs (28:39):. Yep. Thanks, Bill. Bill Fisher (28:40):. And thanks to all of you for listening in today to Around the World, an eMarketer podcast. Tune in tomorrow for The Daily Show, hosted by Marcus. If you want to ask us any questions, you can, of course, email us at podcast@emarketer.com.

On today's podcast episode, we discuss what happens next now that sports-focused streaming service Venu Sports has been blocked, how to get customers onboard with your AI-infused products and services, how the streaming bundle is changing, the US considering a breakup of Google to address its search monopoly, the most sort after plane seats, and more. Tune in to the discussion with host Marcus Johnson, director of reports editing Rahul Chadha and analysts Ross Benes and Max Willens.