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We expect US CTV advertising to reach $28.75 billion this year, up 18.8% year over year. US CTV households will make up 86% of households this year, growing to 89.4% by 2028. CTV鈥檚 strong growth and US penetration makes it an invaluable channel for advertisers, but it鈥檚 still a relatively nascent format that the industry is still learning how best to leverage.

Another strong quarter for The Trade Desk: International growth and CTV surge, boosted by data-driven advertising and the new Kokai platform.

FAST is a fast-growing segment used by nearly one-third of the US population, with the number of viewers due to climb to 125.5 million by 2028, per our forecast, as time spent with services like Paramount鈥檚 Pluto, Fox鈥檚 Tubi, and Freevee increases. Roku is betting on sports to gain viewers and has grown significantly in wake of content deals with MLB, the NBA, and other leagues.

This year marked the first time Team USA women were guaranteed equal pay to male athletes. Some of the Games鈥� biggest winners were women, with medals going to the USA women鈥檚 soccer, rugby, basketball, and gymnastics teams. What it means: Women鈥檚 sports haven鈥檛 always been seen as equal to men鈥檚 for advertisers.

US insurance digital ad spending growth will slow even further this year, lagging all other financial service sectors. Instead, insurers will focus squarely on maximizing their digital dollars.

The big picture: DashPass is crucial to DoorDash鈥檚 long-term goals given that members tend to spend more and order more often than non-members. 12% of US adults subscribed to DashPass as of June 2024, per our research. That鈥檚 more than the proportion who pay for Instacart+ (9%) and Uber One (7%), but less than half the number who subscribe to Walmart+ (26%).

US time spent with CTV will grow another 13.9% between 2023 and 2025 to 2 hours and 11 minutes per day; during that same period, US time spent with social media will grow just 2.4% to 1 hour and 24 minutes per day. Because of its ability to capture so much attention, US CTV ad spending will grow 21.2% this year and another 16.8% in 2024. By 2025, the US CTV ad market will reach $33.06 billion.

The retailer has solidified its No. 2 position among US OTT video services, keeping a comfortable lead over Hulu and narrowing the gap with market leader Netflix. It has done this by increasing its content and licensing investments by 28% in 2022 and by using Prime Video as an aggregator for subscriptions to other services.

US banking digital ad spending growth has slowed to a trickle and pushed marketers to rethink their allocation strategies. But 2024 looks more promising.

At the start of 2023, marketers began conserving their budgets, spooked by high inflation and interest rates, and in late Q1, we revised our US digital display ad spending forecast downward. We now expect the market to grow just under 8% this year鈥攁bout half as fast as we had predicted in Q4 2022. This year, programmatic will account for over 9 in 10 US display ad dollars.

CTV will account for $1.56 billion of political ad spend in the US this year. The channel has the potential to target very precisely, and could play an important role, considering groups like 鈥淢en for Harris鈥� or 鈥淲hite Dudes for Harris鈥� emerging. 鈥淭hese are targetable groups,鈥� said Verna.

US retail media ad spending will increase 88.5% from 2024 to 2028, reaching $97.9 billion, according to a November 2024 蘑菇AV forecast.

The news: Disney Advertising and Magnite built out their US offerings and expanded their global ad-supported automated inventory across Canada, Latin America, and select regions in the Middle East, Africa, and Europe. US advertisers will now have access to more than 35 demand-side services for Disney platforms.

Why it matters: This move positions Albertsons as a significant player in the rapidly growing US CTV ad market, which we forecast to reach $28.75 billion this year (and $44.32 billion by 2028). Partnerships with major ad-tech companies like Google, The Trade Desk, and LiveRamp strengthen Albertsons' offering and expand its reach in advertising.

The number of US CTV viewers has surpassed linear TV viewers. CTV viewers will reach 233.9 million in the US this year, while linear TV will see 232.3 million, per our February 2024 forecast. The gap will continue to widen in the coming years. 鈥淚t鈥檚 a trend that's been working toward its inflection point for the better part of a decade,鈥� Benes said.

Lowe鈥檚 looks to expand the reach of its retail media network: The home improvement retailer rebranded the service Lowe鈥檚 Media Network and plans to launch four new channels this year.

Prime Video's default ad-supported offering for 97.2 million US households and its competitive pricing drove significant revenue growth. Ads personalized according to extensive shopper data give Amazon a competitive edge over traditional networks and other streaming platforms. And unlike its competitors, Amazon ties ads to product sales, offering a unique value proposition to advertisers.

Retail鈥檚 resilience and its outsized role in digital ad spending will help offset the impact of a broader slowdown in growth in the US digital advertising market.

Thanks to Hulu and ad-supported tiers, Disney streaming profits: The company solidified its position as a streaming ad leader with a strong Q3.

US adults will spend 2 hours and 15 minutes (2:15) a day watching CTV in 2024, accounting for over half (54.7%) of the time they spend watching digital video, per to our forecast. Here鈥檚 how advertisers can tap into CTV鈥檚 screen time this holiday season. Give the gift of a deal.