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US time spent with CTV will grow another 13.9% between 2023 and 2025 to 2 hours and 11 minutes per day; during that same period, US time spent with social media will grow just 2.4% to 1 hour and 24 minutes per day. Because of its ability to capture so much attention, US CTV ad spending will grow 21.2% this year and another 16.8% in 2024. By 2025, the US CTV ad market will reach $33.06 billion.

The push appears to be working: Walmart Connect in the US grew 26% in Q3, and we expect its US advertising revenues to jump 31.6% this year. Our take: Even without Vizio, Walmart was already leveraging its considerable strengths鈥攄ata from millions of shoppers and a massive physical presence鈥攖o rapidly grow its retail media business and gain ground against its chief competitor, Amazon.

The holiday box office competes with the couch: Audiences are returning to theaters, but Netflix is offering blockbuster content.

We forecast that nearly three-quarters (72.7%) of US households will have Prime memberships this year. That might not be such a unique advantage for long: Walmart鈥檚 pending acquisition of smart TV manufacturer Vizio could give it similar capabilities.

This year, five businesses will see over $1 billion in US CTV revenues, up from just two in 2020. This was originally featured in the 蘑菇AV Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

Apple TV+ has some of the lowest penetration among major subscription video services, with just 16% of US households as of a June Advertising Research Foundation report. That places it below Max, Paramount+, and Peacock, which have also struggled to gain traction. With US subscription video growth slowing, heavy spending on original content to drive growth can only go so far.

An ad tech M&A spree hints at advertising鈥檚 future: A resilient market and dramatic changes create openings for new blood.

The results seemed counterintuitive, given consumers鈥� affinity for converting their leftover pesos into US dollars as quickly as possible. Argentina鈥檚 national statistics agency (INDEC) estimates that citizens held 11.3% of all dollar-denominated cash in circulation worldwide as of Q2 2023鈥攖he highest of any other country outside the US. Predictions. Regional integration will be highly unlikely.

The minimum sample size per quarter, per country is 1,250; bigger markets have larger quarterly sample sizes, with the maximum being 25,000 in China and the US. Respondents can only participate in GWI鈥檚 research once per year. The survey is designed to cover attitudes, perceptions and actual behaviors.

蘑菇AV 1 in 6 US adults are Gen Zers. With the youngest of the cohort turning 12 in 2024, Gen Zers are growing up. Adult Gen Zers now constitute 17% of the US adult population. As the older members of this generation age further into adulthood and the workforce, their purchase habits will help shape larger consumer trends. Pay TV鈥檚 decline continues.

Conversely, the number of US adults using over-the-top video services will jump from 254.2 million this year to 270.6 million by 2028. What鈥檚 next: The separation is good news for Peacock, which has seen significant revenue gains in recent quarters thanks to sports content like the Paris Olympics and can spend aggressively without linear鈥檚 decline dragging it down.

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:.

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.

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.

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.