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Subscription OTT video is chasing linear TV in terms of time spent in the US. We estimate adults still spend significantly more time per day watching TV, but that figure is decreasing and will fall below 3 hours this year. Meanwhile, for subscription OTT video, time spent will surpass an hour and a half per day. But ad spend on these platforms is not proportional to time spent.

Netflix鈥檚 lead in viewership over other services isn鈥檛 as large as it once was. But Netflix is still streaming鈥檚 king.

On today's podcast episode, we discuss whether Google's recent performance was actually good (or not), how YouTube turned things around, and what could trip up the digital giant in 2024. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

NBCUniversal highlights Peacock at upfront: Media titan reflects the industry's digital tilt amidst picketing and leadership changes

WBD and Paramount reportedly discuss merger to enhance streaming services and compete with giants like Netflix: It's a move that could reshape the media industry.

Most viewers can tolerate ads, actually: Only 16%鈥�17% of viewers can't tolerate them, per Hub Entertainment research, suggesting room for further AVOD growth.

Next year, connected TV (CTV) ads will move from conception to creative to production faster. That鈥檚 according to Michael Hopkins, vice president of go to market at MNTN, who spoke this week on our 鈥淏ehind the Numbers: The Daily鈥� podcast.

As streaming prices ascend, focus shifts to ad-supported tiers: All eyes on maximizing ARPU versus user growth.

During its first six months with advertising, Netflix reportedly let advertisers reclaim their money after missing viewership targets and canceled its first in-person upfront a week prior to the event.

Netflix鈥檚 time spent exceeds its ad revenues the most. YouTube leads in time spent and ad revenues. Amazon will make a big splash in streaming advertising.

FAST platforms like Roku, Tubi, and Pluto TV are gaining buzz from viewers and industry professionals alike. Find out more about the FAST landscape.

Roku and Shopify team up on shoppable ads: Viewers will be able to purchase items from Shopify merchants directly from their TVs.

Inflation forces judicious consumers to get more judicious with streamers: Netflix thrives with strategic moves, while others invest heavily in content.

Netflix鈥檚 ad tier rebounds from a shaky launch: With viewer expectations hitting their marks, Netflix is looking to the future of its ad business.

Sponsored content and outstream video, two of native advertising鈥檚 most popular forms, are no longer found only on social media, which dominated this type of advertising thanks to its audience targeting capabilities. As these capabilities move to CTV and mobile, spending is shifting.

Can Netflix develop an ad stack without Microsoft? After just a few months, the streamer is already showing nervous signs around how to handle its advertising future.

US connected TV (CTV) ad spend will continue to grow through 2027, when it will reach $40.90 billion, according to our forecast. Apart from a small bump next year, ad spend on TV (including broadcast and cable TV) will decline over the next few years. Still, TV鈥檚 share of total ad spend is larger than CTV鈥檚, indicating it remains a key player in marketers鈥� ad strategies.

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.

We project over half of the US population will be watching content from at least one ad-supported streaming service monthly by 2026, up from 41.8% in 2022.

Amid privacy changes and macroeconomic headwinds, social media will be the channel hurt most by the digital advertising downturn. For 2023, we have reduced our US social network ad spending forecast by $16.21 billion.

YouTube moves away from third-party measurement for co-viewing: The platform鈥檚 decision to use its own data for trading purposes has advertisers worried.

TikTok's privacy debacle deepens: Internal documents reveal ByteDance employees have been sharing user data on internal platform Lark, undermining the company's claims of robust security measures and stirring fresh concerns about potential security risks and ties to China

LG and Samsung raise their connected TV game: While Samsung embraces interactivity, LG sharpens targeting with LoopIQ.

Walmart Connect is teaming up with NBCU to power ads in sports livestreams: The partnership is part of Walmart Connect鈥檚 growing CTV ambitions, which includes an expanded deal with Roku.

Despite a surge in ads, connected TV (CTV) faces the same challenge as traditional TV: getting consumers鈥� attention. Our analyst Paul Verna shares why co-viewing won鈥檛 hurt CTV鈥檚 targeting abilities and how too much repetition may make ads ineffective.