蘑菇AV

The US is the overwhelming center of gravity for all things advertising鈥攁nd it will remain that way, even though 2023 will see a slight share drop for the country across various metrics. By the end of next year, the US shares of total and digital ad spending will increase once again.

4 in 10 US agency and marketing professionals have reallocated ad dollars from linear TV to spend on connected TV (CTV), according to March 2024 data by Interactive Advertising Bureau (IAB), Advertiser Perceptions, and Guideline.

US affiliate marketing spend鈥檚 double-digit growth will continue through 2026, when it will hit $13.20 billion, per our August 2025 forecast. Affiliate marketing spend has risen with retail ecommerce sales. Its growth is outpacing US retail ecommerce sales growth, though ecommerce has less room to grow, having reached 16.1% penetration of total retail sales. 2.

In 2024, YouTube鈥檚 US CTV audience surpassed Amazon Prime Video鈥檚 total US audience, per our forecast. In 2025, 68.8% of YouTube鈥檚 248.6 million monthly viewers will watch on CTVs, which means its CTV audience will be just 19.0 million smaller than Netflix鈥檚 total audience across devices. That will put it in direct competition with more premium streaming services for CTV ad dollars.

The news: Walmart's global advertising business expanded 28% in Q3, with Walmart Connect in the US growing by 26%, the company reported Tuesday. The results marked the second consecutive quarter that Walmart outpaced Amazon鈥檚 ad growth, fueled by a broadening number of advertisers, particularly from marketplace sellers.

Selling to an AI company from the US could be a more acceptable option for regulators than a megadeal with another Big Tech player. Analyst take: 鈥�(An AI purchase) could conceivably be approved by the government as a way to prioritize AI innovation and US posturing around AI on the global stage,鈥� 蘑菇AV senior analyst Evelyn Mitchell-Wolf said.

With its shift to digital, political advertising is increasingly programmatic. US digital political ad spend will grow by 156.3% this year over 2020, the last presidential election year. That growth outpaces the 28.7% growth overall US political ad spend will see, as noted in our US Political Ad Spending Forecast 2024 report.