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This week, marketers lean on AI for creative campaigns, connected TV (CTV) audiences take action on ads, and TikTok maintains the most active audience across social platforms. Key stat: Consumers don鈥檛 want ads to feel so personal. Some 94% of consumers across the US, UK, and Canada prefer contextual ads over identity-based ads based on browsing history, per GumGum survey data.

Digital users in Quebec鈥攎ost of whom speak French as their first language鈥攈ave unique habits that are different from the rest of Canada. These include heavier consumption of TV and lighter usage of digital services and online shopping.

Canada trails just one country鈥攖he US鈥攊n average daily time spent with media. That means plenty of opportunity for media buyers to reach audiences across a range of devices and services.

Look, two-thirds of the US population use connected TVs. In Canada, it's nine in 10 people in the population. This is a really, really valuable piece of advertising real estate. By the same token, CTV ad spend is beginning to slow down a little bit, so I think this is one area that could help keep it buoyant for a little while longer.

By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets. This will drive standout growth for Amazon in 2024 and buttress 2025 as well, as the initiative expands and matures in more countries. Behind the Numbers.

Disney+ connected TV revenues are also significant, and we anticipate its CTV revenues will surpass $1 billion in 2026. Disney claims 157 million global viewers watch content with ads across Disney+, Hulu, and ESPN.

Although subscriptions will account for about two-thirds of total revenues for US streaming services in 2025, that share will slowly decline as marketers invest more in connected TV (CTV), per our estimates. Between 2023 and 2027, advertising鈥檚 share of total streaming revenues will increase by nearly 4 percentage points. This means advertising revenues are growing faster than subscription revenues.

Connected TV's ascendancy: GroupM's mid-year forecast points to a significant surge in CTV advertising, signaling a pivotal shift in media consumption and ad strategies.

By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets. This will drive standout growth for Amazon in 2024 and buttress 2025 as well, as the initiative expands and matures in more countries.

CBC has expanded its FAST portfolio with two channels dedicated to popular Canadian series 鈥淗eartland鈥� and 鈥淢urdoch Mysteries,鈥� per TVTechnology. Each series features 17 seasons, and the channels are now available on CBC Gem, with plans to launch on other connected TV platforms. These additions join CBC鈥檚 growing FAST lineup, which already includes CBC Comedy.

A more affordable YouTube Premium Lite plan鈥攍aunched earlier this year in the US, Australia, Thailand, and Germany鈥攊s now rolling out to users in Mexico, Argentina, Brazil, Canada, and the UK at $7.99 per month. Premium Lite removes most video ads on YouTube and YouTube Kids but excludes music, downloads, and background play.

Based on our penetration figures, sub OTT appears to be entirely mainstream in China, the US, the UK, Canada, and Australia. Meanwhile, in countries as disparate as Italy, India, and Argentina, barely more than a third of the online population is using the medium. And in Japan, Indonesia, and South Korea, sub OTT seems almost rare.

Smart TV owners. Smartphone and tablet owners. US in Perspective. A higher percentage of people in the US consume long-form content than in any other country in the world. US viewers appear to expect an endless supply of content in both linear TV and streaming video.

After launching a connected TV campaign in the US, Poshmark wanted to scale the campaign to other countries, said Phan. 鈥淸We were interested in] launching in Canada. But in Canada, they speak French as well as English. So we needed to come up with additional creative for us to test.鈥�.