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In 2024, connected TV (CTV) platforms raced to expand ad-supported content, Google delayed its cookie plans (again), and brands chased insights from social media giants on how to break through to consumers.

With low churn and low reliance on ads, Netflix will be less exposed than other subscription streaming services. But tariffs on foreign film production could alter its content production. Brands will have more opportunities to press for ad pricing rollbacks. The upfronts will be a buyer鈥檚 market, producing favorable prices for those who advertise.

It is one of the most common digital activities in the world, but many of these viewers won鈥檛 yet be watching OTT video via familiar platforms like YouTube or formats like paid sub OTT streaming鈥攁lso known as subscription video-on-demand (SVOD). OTT video entertainment is mainstream and available almost everywhere, but billions of people still haven鈥檛 come onboard.

On today鈥檚 podcast episode, our analyst Bill Fisher asks Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Forecasting Director Oscar Orozco about the most interesting eMarketer international forecasts of the past year, as well as what we can expect for 2025.

On today's podcast episode, we discuss what happens next now that sports-focused streaming service Venu Sports has been blocked, how to get customers onboard with your AI-infused products and services, how the streaming bundle is changing, the US considering a breakup of Google to address its search monopoly, the most sort after plane seats, and more. Tune in to the discussion with host Marcus Johnson, director of reports editing Rahul Chadha and analysts Ross Benes and Max Willens.

Brand adoption accelerates: TCL has released five AI-generated short films to promote its streaming service, using ComfyUI and Runway to significantly reduce production costs. Visual inconsistencies and audio matching issues are present but have been deemed acceptable by the company. Content decisions are being driven by user data to maximize potential ad revenues.

With streaming saturation flattening global revenues, quality programming is emerging as a crucial lever for growth. While YouTube narrowly led Q4 2024 streaming revenues at $10.5 billion, Netflix was close behind at $10.2 billion, ahead of Disney at $6.1 billion. Original content spending plays a key role.

A major rebound for Disney's streaming sector: Losses cut dramatically to $18 million, while Disney+ adds 6.3 million subscribers thanks to key partnerships.

Roku posts strong Q3 revenues growth, attributes to content, ads, and new TVs: ARPU drops as losses mount, but the company remains optimistic amid streaming challenges.