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"Media saturation is here," said our analyst Ethan Cramer-Flood in a new episode of "Behind the Numbers," describing a fundamental shift in how Americans consume content. "We have always been able to count on Americans spending an ever-increasing amount of their day with media鈥� We're basically saying that this is now coming to an end."

FAST viewership skyrocketed from 2019 to 2021. Now that these services are relatively mainstream, growth has settled down. But FAST remains one of the top-growing subcategories within the OTT ecosystem.

Can Fox turn Tubi into a major streaming brand? The free, ad-supported streaming service is in a strong position to weather a difficult chapter.

Netflix will remain on top despite a shaky 2023. Estimates for Hulu and the other sub OTT services were not affected by the writers strike.TikTok and YouTube are in a close fight for short- and medium-length video viewing time.

Even as we approach a potential ad spend winter, connected TV (CTV) advertising is in decent shape. Netflix and Disney+ just joined the ad-supported streaming game. Cord-cutters are outpacing pay TV viewers. And YouTube is increasingly watched on CTVs. These five charts offer a closer look at CTV鈥檚 past, present, and future.

Evaluate the right streaming platforms for your ad campaign. More like this:. Advertisers struggle to align ad dollars with the scale of CTV. Amazon鈥檚 bid for a bigger piece of the CTV ad revenue pie involves leaning on developers. How Netflix, Roku, and NBCUniversal are getting into commerce.

If TikTok gets banned (and it鈥檚 a very big 鈥渋f鈥�), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen.

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?

Note: Respondents were asked "How short would ad breaks need to be in order for you to watch a free streaming service?". Methodology: Data is from the October 2023 ViewNexa report "How to Follow the Audience." 1,000 US consumers ages 18+ were surveyed online during August 2023 by Sapio Research.

YouTube鈥檚 ad business has posted losses for the past three quarters鈥攁n unprecedented slide following years of double-digit gains. This underperformance has forced the video giant to sharpen its focus in the two areas where it has the best shot at attracting ad spending and restoring growth: connected TV (CTV) and short-form video.

For the first time, US adults will spend more time per day with digital video than with TV this year, according to our forecast, as the cord-cutting revolution takes hold. Total time spent with digital video and TV will remain just over 6 hours per day, the same amount it鈥檚 been since 2020.

Key stat: 58% of US adults stream video via connected TV (CTV), according to ViewNexa.

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.

The year of streaming price hikes: Streaming services became more expensive than ever in 2023, leading to a focus on bundles and cheaper AVOD tiers.

What do you get when you cross a $35 billion ad platform with a 160 million viewer streaming service? A snapshot of Amazon鈥檚 US retail media connected TV (CTV) potential. Luxury brand Movado is leveraging that potential to push video campaigns for Amazon Prime and Freevee viewers.

Purchasing directly from an end seller like a streaming platform or from a reseller that has been vetted can offer that control. 4. Scarcity. CTV inventory is less scarce than linear. But while placements may be plentiful, viewer time is still limited, said Melanie Brown, vice president of advanced TV at Tubi.

Will AVOD, Price-Slashing, and Localized Content Keep the Streaming Giant in the Lead?

鈥淔ragmentation creates a headache in determining meaningful performance. That puts a lot of weight in the trust of the attribution models across all of your CTV ad buys,鈥� Erik Gray, director of product analytics at MNTN, said at our recent 蘑菇AV Summit. But with a growing market, with more streaming channels and viewers, comes more opportunity to reach the right audience. Here are three ways to boost the success of your CTV ad campaigns amid fragmentation.

TV will officially be less viewed than digital video, according to our forecast, as users spend more time streaming appointment TV, scrolling TikTok, and watching news and sports through digital options like YouTube TV and Hulu + Live TV.

It鈥檚 been a year since Netflix launched its 鈥淏asic With Ads鈥� tier, joining an increasingly cluttered landscape of ad-supported streaming platforms. Netflix leveraged a year of solid connected TV (CTV) ad spend growth, cost-conscious consumers, and Hollywood strikes that emphasized the value of a deep existing catalog to grow its ad supported plan to 15 million global monthly active users, according to a company post. Here鈥檚 a look at what鈥檚 new, what鈥檚 working, and what needs more attention at Netflix.

Streaming will account for more time spent with TV than any other platform in the US, according to Nielsen. Within streaming, viewers spend 7.8% of their time on YouTube. YouTube viewers will spend an average of 48 minutes per day on the platform this year.

Walmart is also adding premium inventory from NBCU and Roku to its CTV offering, giving brands even more opportunities to reach shoppers on streaming platforms. Zoom in: Walmart Connect鈥檚 ability to combine premium CTV inventory with its purchase data offers advertisers a unique opportunity to target viewers with more granularity and directly measure the impact on sales.

What the rise of piracy says about streaming: Major streaming services helped take down several popular piracy sites last week.

Gen Zers aren鈥檛 watching appointment TV. They鈥檙e not even the biggest cohort of connected TV users. (That distinction goes to millennials.) Instead, Gen Z is watching short digital videos and looking for new ways to interact with friends. Here are five charts on what Gen Z鈥檚 media consumption looks like.