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We project social video鈥檚 share of total video ad spending will remain close to flat through the remainder of our forecast period, climbing from 38.9% in 2023 to 40.2% in 2026. Social video鈥檚 slice of total media spending will continue growing rapidly. By 2026, it will account for 12.1% of total media ad spend in the US. In 2018, social video accounted for just 3.7%.

Netflix鈥檚 advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

Pure-play advertising fuels US ad growth: Recurring events like the Olympics drive spending, but the market is steadily expanding even without them.

And just in general sort of overlaying all of this as just rapid growth of video advertising. Marcus Johnson:. Okay. So I've got mostly the biggest slice of the economy. Then you've got some spending on by advertisers, some ad spending from advertisers, media and entertainment bouncing back from the writer strike, tech improving.

Despite financial troubles among some esports and gaming video platforms, ad revenues will continue to grow for both media.

Social networks are ramping up ad loads to rally their stock prices and as they continue to wrestle with AppTrackingTransparency.

And TikTok is ideally placed to benefit from the boom in video ad spending on social networks. For youth-oriented brands in particular, TikTok may be a great match, drawing ad spending from other platforms. A resurgence of COVID-19 in major markets: Cases have been rising in some countries, notably in Asia-Pacific, and there is concern that China鈥檚 reporting of the disease is opaque and inadequate.

Streaming services struggle with ad delays and slates: Latency and unfilled ad slots frustrate viewers and impact the performance of streaming ads, decreasing brand recall and program enjoyment.

YouTube pause ads grow with smart TV rollout: As YouTube explores passive ad formats, it must balance ad revenue with audience satisfaction amid mixed reactions from users.

Amazon wins significant brand attention for Thursday Night Football: A few years into its rights deal, the company persuades advertisers to hop aboard.

Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.

US upfront TV ad spend will decline this year by 2.5% and again in 2025 by 4.5%, marking three years of decline, per our May 2024 forecast.

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

This report is a guideline to help marketers understand retail media through market size estimates, growth projections, and analysis of the complex landscape of buyers, sellers, and intermediaries.

YouTube is positioned to be an advertising powerhouse. It鈥檚 one of the original digital video players, courting advertisers at a time when connected TV advertising is climbing. The platform鈥檚 Google ties offer it a more trustworthy reputation in the US than TikTok. And use is already extremely high. But YouTube鈥檚 high standing also makes growth difficult. Here are five charts summarizing YouTube鈥檚 position and potential.

The 鈥淭ikTok generation鈥� transcends Gen Z, according to our first forecast for time spent on TikTok, Facebook, Instagram, and Snapchat broken down by age. We reveal what that means for these social platforms and how video advertisers can maximize their investments.

And we're talking about video ad spending by platform in this round. So we estimate that this year 30% of US video ad dollars will go to Meta, 30%. And around 7% will go to TikTok. But what share of total US video ad dollars, total US video ad dollars, will go to YouTube? What share of the pie will YouTube's video ad revenues account for? Suzy Davidkhanian:. Oh, we need a timer on this.

Prime Video's ad tier launches amidst skepticism: Amazon's strategic incentives aim to reshape streaming advertising despite market challenges.