蘑菇AV

We forecast that YouTube will bring in $2.89 billion in US CTV ad spending this year, second only to Hulu, which Disney is fighting for full ownership of.

Instead, Disney+ can rely on the ad technology that powers its linear TV business and Hulu, which should help the streaming service to continue increasing its ad revenues, according to our US CTV Time Spent vs. Ad Spending 2023 report. Use this chart:. Compare streaming ad platforms. Consider which ad-supported platform to advertise on. More like this:.

In March, TikTok鈥檚 former US head of product said its creator fund was a 鈥渞eactive measure鈥� against competition, rather than a way to help creators monetize. 

A good portion of subscription spending will occur within over-the-top (OTT) video platforms that also have ad-supported tiers, so increased subscription spending shouldn鈥檛 significantly dent IAA. And subscription fatigue among consumers will keep growth in the single digits. Privacy rule headwinds will lead apps to look for additional sources of revenues.

TikTok is launching ad product Pulse Premiere, an extension of Pulse that allows publishers like Cond茅 Nast, Buzzfeed, and NBC to make money off of ads featured by all of their own content, according to the Wall Street Journal. The new product is part of TikTok鈥檚 efforts to make the platform more appealing to publishers, even as risks of a US ban loom.

We鈥檙e definitely not in the digital ad-pocalypse, but privacy changes, macroeconomic headwinds, and ad spend normalization led us to downgrade our US digital ad spend forecast by $5 billion for 2023. While the overall market slows, not all categories will take the same hit. Social media is definitely in trouble, but connected TV (CTV) and retail media are in good shape. 2.

Excluding YouTube, 蘑菇AV forecasts US social video ad spending will surpass linear TV ad spending for the first time. 鈥淧eople like Colin and Samir are getting better viewership on CTV for longer than most network sitcoms,鈥� said Gordon.