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We expect its US CTV ad revenues to reach $2.19 billion this year, behind only Hulu ($3.63 billion) and YouTube ($2.89 billion). A strong quarter reflects continued ad spend growth for CTVs as consumers shift away from linear TV. In context: Roku has become a sticky platform, strategically surfacing content to users and inking crucial sports deals that make it a hub for content of all kinds.

The United States coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

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:.

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.

Theaters need Big Tech more than ever: Chains like AMC are implementing costly upgrades even as players like Apple pair down their box office strategies.

Meteoric rise: Amazon鈥檚 introduction of ads to Prime Video gave it a near-instant US ad-supported audience of 130.4 million (approximately 80% of Prime Video viewers), according to our February forecast. That figure dwarfs the ad-supported audience on streaming leaders Netflix and Disney, giving Amazon a major leg up in securing advertising commitments.

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.

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.