蘑菇AV

Here鈥檚 another way to quantify Netflix鈥檚 massive userbase: It will have more viewers than all ad-supported streaming services combined, excluding YouTube and TikTok, through 2026. Total AVOD (ad-supported video on-demand) viewership will crack half the US population in 2026. But that will be 5.1 percentage points lower than Netflix鈥檚 penetration rate.

More streaming viewers are adopting ad tiers. 4 ways to enhance your CTV ad creative and avoid consumer fatigue.

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.

According to Aluma, age plays a large role in how SVOD users partition their TV streaming: Only 39% of viewers ages 18 to 24 use smart TVs, compared with 53% of people ages 45 and up who stream TV. And for 18- to 24-year-olds, PC and mobile TV connections account for 17% of TV streaming, but only 6% for those 45 and older. Go further: Read our latest US Connected TV forecast.

Digital audio listeners will spend more time with digital audio than SVOD viewers will with sub OTT. Digital video claims far more time per day than digital audio or any of the digital subcategories broken out in the chart below. However, digital audio and podcasts look extremely competitive when compared with narrower media channels. Digital audio stands tall.

A shift toward programmatic direct and PMPs in advertising: Open web spending drives sector growth and is forecast to surpass $50 billion by 2025.

That figure nearly matches the total for traditional TV viewers (232.2 million) and exceeds the total for subscription OTT (sub OTT) viewers (226.4 million). Digital audio is so mainstream that listener growth will inevitably be slow going forward. Any media that achieves widespread penetration will eventually hit a user growth wall, as digital audio did in 2021.

All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

Here are five charts on the size of and outlook for the B2B digital ad market worldwide and in 13 individual countries.

Streaming spend won鈥檛 catch up to time spent streaming. 鈥淭he gains that streaming is making are bigger in time spent than they are in ad spending,鈥� according to Benes. Subscription OTT streaming will reach half of time spent with linear TV in the US, but platform ad spend will be one-sixth of linear TV鈥檚 total.

Digital activity now plays a major role in product discovery, with younger generations driving sizable shifts in the way shoppers find new products.

Prime Video mulls ads, but football paints a worrying sign: The streaming service is planning an ad-supported tier despite its video ad growing pains.

Media planners should be paying attention to both digital and linear TV, but attention is obviously moving toward the former. When preparing for upfronts, keep in mind that ads are almost everywhere now, which means an expanding menu of options.

Streaming leader: Top streaming platform on US TV screens for 17 consecutive months, per Nielsen data cited by Pichai. Google subscriptions, platforms, and devices revenues: $9.3 billion, up 14.3% YoY, primarily driven by YouTube paid subscribers.

Audio mirrors video as listeners favor OTT. Like viewership, listenership has transitioned away from traditional formats to delivery via OTT services. Yet, as with video, there remains a stable base of listeners who still prefer analogue to digital. Digital audio minutes now outpace radio minutes.

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.

Over-the-top video service users alone will top 241.6 million this year, per our forecast. No card offered the feature, though U.S. Bank Altitude Connect cardholders are granted a $30 streaming service credit after 11 months of streaming purchases. Access to exclusive seats or events can reel in new users when aligned with cardholder interest and awareness.

Many don鈥檛 yet have enough disposable income to pay for their own streaming services, opting instead to share accounts with friends or family. The region鈥檚 sub OTT market is primed for growth. With 6.6% growth, it will be home to the second-fastest-growing base of sub OTT video viewers in the world this year, behind the Middle East and Africa, per our forecast.

Paramount鈥檚 restructuring and layoffs bely their challenged market position: Pluto TV and Paramount+ are attractive streaming assets, but may not be enough to help them increase market share.

TikTok users are highly engaged. In fact, they鈥檙e more engaged than users of any other social or digital video platform. And a diversifying user base means marketers should lean even further into the TikTok opportunity.