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In 2024, the number of CTV viewers in the US surpassed the number of linear TV viewers, per our forecasts. As a result, advertisers are deploying more of their budgets on CTV, where they benefit from more real-time measurement signals. By 2027, more ad dollars will be directed to CTV than linear TV, according to our estimates.

YouTube is the first streaming platform tracked by Nielsen Gauge to exceed more than a 10% share of daily viewership. The platform鈥檚 growth may be thanks to an increase in viewership of sports content, which reached 35 billion hours in Q2 2024, growing 45% YoY, YouTube鈥檚 CEO, Neal Mohan, told the Financial Times.

As streaming of live events like sports and awards shows increases, advertisers鈥� CTV strategy may not be set up for live TV. And just like how the mood may change within a TV show, a live event鈥檚 mood will likely change from one point to another.

32% of US adults are watching subscription video-on-demand (SVOD) services less because they are watching more on free streaming services, per a July 2023 Aluma Insights survey. For 34% of US adults, viewing behaviors across streaming services haven鈥檛 changed as a result of free streaming services.

A standout: YouTube has increasingly been viewed as a competitor to more 鈥渢raditional鈥� streaming services like Netflix or Disney+, especially as more of its viewership shifts to TVs. But its push to increase ad-free, YouTube Premium subscriptions puts it at odds with the ad-supported push its competitors have made.

In fact, Prime Video has become one of the leaders in the ad-supported streaming race. According to our February forecast, about 80% of US Prime Video viewers watch the service with ads, giving it a US audience of 130.4 million. Its aggressive push into the ad-supported market has forced major competitors to lower their CPMs.

Roughly one-third (31%) of viewers watched a shoppable livestream in the past three months to learn more about a product, per Coresight Research. For that reason, retailers should continue to experiment with live shopping as a brand-building opportunity and as part of an omnichannel approach, rather than primarily as a sales driver.

US streamers will see $66.23 billion in OTT subscription revenues this year, per our December 2023 forecast. Most of that money will come from the biggest players鈥擭etflix, Disney+, Hulu, YouTube, and Paramount+鈥攂ut over a third ($22.91 billion) will come from other streamers. This potential subscription and ad revenue are why brands like Chick-fil-A and the Dallas Stars NHL team are launching their own streaming services. Here are the driving forces behind the growth of these niche platforms.

Linear TV still generates about six times as many ad impressions as CTV, emphasizing its continued strength in reaching larger audiences, while also generating significantly more ad inventory than streaming and accounting for the majority of time spent watching ads on TV screens.

Our take: Movie Gen鈥檚 reception once fully released will depend on its output and generation time, but its adoption could depend on 惫颈别飞别谤蝉鈥� opinion of AI application. If its use is reason enough for some audiences to turn away, decreased ticket sales could outweigh any cost savings from using AI.

Most of those Instagram users will be Reels viewers, because any video under 15 minutes automatically uploads as a Reel for public accounts. But that doesn鈥檛 mean users are scrolling the Reels tab the same way they use TikTok. Reels aren鈥檛 the main feature of the photo-sharing app, and Instagram鈥檚 head Adam Mosseri said this month that the platform has overindexed on showing videos.

But for creators, the huge cultural influence of TikTok and its high viewership make it a must-use platform. A path for Reels: Meta鈥檚 Reels are now accessible across Facebook and Instagram, but it still trails TikTok and YouTube in time spent. Still, Meta expects positive figures for Reels in the near future.

Unskippable ads on Google TV鈥檚 free streaming channels provide a substantial inventory of cheaper advertising opportunities, allowing brands to reach viewers in a passive, background-like manner. Advertising on FAST platforms is relatively cost-effective. CPMs for ads on FAST services range from $10 to $15, significantly lower than the $25 to $47 CPMs on premium streamers like Hulu and Netflix.

NBCUniversal introduced a new ad format for Peacock TV at NewFronts that enables viewers to buy products that appear on Peacock shows, per TechCrunch. The capability, powered by KERV Interactive, uses an algorithm to identify shoppable products on the TV screen. A QR code appears next to the item, which viewers can scan and use to purchase the item on the Peacock app.

Opting out will result in users viewing popular global and local videos irrespective of personal interest or viewer history. The DSA, which is pushing for transparency from online platforms and social media, aims to safeguard younger audiences. As a result, TikTok will eliminate targeted ads for users below 18 years of age. Will other social media platforms fall in line?

These videos have increased the average viewer time in the US by 60% and lifted clickthrough rates by 25%. Why it matters: Shoppable video content is the No. 1 feature that ad agency professionals say will be the next frontier of retail media, per April 2023 data from the Path to Purchase Institute.

贵滨贵础鈥檚 streaming rights struggle reflects the changing landscape: Major streamers already have multi billion-dollar commitments, but a lower price could drive interest from smaller services.

The vast majority (81.5%) of retail media ad spend will go toward on-site formats this year, per our October 2023 forecast. As advertisers seek to target consumers whenever and wherever possible, other formats are emerging, particularly in-store, streaming, and social.

Our take: Netflix's Q4 performance demonstrates successful adaptation to streaming market demands, but future growth depends on careful balance. While live content and advertising show early promise, the platform must manage price increases and content investments without alienating subscribers.

Facing increased pressure to achieve profitability, streaming services continue to raise prices and offer bundles. The hope is that bundles will limit subscription cancellations and attract new subscribers.

Ad-supported streaming and live sports are accelerating pay TV鈥檚 decline: The largest pay TV providers lost 5 million subscribers in 2023, while SVOD鈥檚 market share grew.

Click here to view our full Canada CTV viewership forecast. CTV has surpassed linear TV in terms of viewership. In 2024, 28.3 million viewers of all ages used CTV compared with 28.0 million adults who watched linear TV (live or recorded), according to our estimates. CTV viewership will continue to grow through 2029, while TV will decline. Click here to view our full Canada TV viewership forecast.

Connected TV is no longer a niche ad channel鈥攊t鈥檚 the new normal. With streaming platforms adding ad-supported tiers and Amazon flooding the market with inventory, CPMs are dropping while ad opportunities expand.

Emphasis on interactivity and outcomes is transforming CTV advertising into a performance marketing channel, and advertiser interest will only grow as viewers increasingly shift toward digital channels. Go deeper: Want more attention benchmarking data?

Paramount piloted a shoppable experience during the CMT Music Awards in April, using the Shopsense AI platform to enable viewers to shop for products and curated collections inspired by what stars are wearing on screen. NBCUniversal rolled out a new shoppable ad format ahead of this summer鈥檚 Olympics, allowing viewers to purchase food, beverages, or other items for delivery.