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And one of those key devices is smart TVs. So the majority of smart TVs that are shipped around the world, or TVs that are shipped around the world these days, come with built-in internet connectivity, so that fact is leading to greater adoption around the world. (10:17):. So in every region except Latin America, we saw growth in smart TV ownership pushing north of 50%.

Netflix will remain on top despite a shaky 2023. Estimates for Hulu and the other sub OTT services were not affected by the writers strike.TikTok and YouTube are in a close fight for short- and medium-length video viewing time.

If TikTok gets banned (and it鈥檚 a very big 鈥渋f鈥�), advertisers need to know where consumers will go. Instagram and YouTube would be likely beneficiaries, but OTT TV like Netflix could also see gains. Advertisers may even branch out to other categories entirely, like retail media. Here are five charts showing what could happen.

The rise of OTT streaming and short video on social media has propelled a rapid increase in video advertising for most industries. Retail lagged far behind the average in video ad spending, but it has started to close the gap over the past five years.

As consumers spend more time watching connected TV (CTV), they鈥檙e coming across health ads there as well. And nearly twice as many respondents said they see ads on medical information websites compared with health apps. Many consumers who see or hear healthcare ads want more information.

Two-thirds of US TV viewers (66%) would rather watch ads and save $4 to $5 a month than spend the money to ditch ads, according to June 2024 data from Hub Research. That鈥檚 up five percentage points from June 2023. Netflix, Amazon Prime Video, Hulu, and Max all have ad-supported tiers now, and consumers benefit by saving a few dollars along the way. Advertisers can capitalize on these cost-saving behaviors by reaching consumers with messaging that emphasizes discounts and deals.

Frustrations over the app鈥檚 increasingly heavy ad load鈥攑artly due to the launch of TikTok Shop鈥攃ould be driving the platform鈥檚 most engaged users to spend more time elsewhere, such as watching connected TV (CTV) and other forms of entertainment. To view time spent on TikTok by user age, click here. Older users could provide the boost TikTok needs.

Amazon鈥檚 Red One sets streaming records: 50 million viewers and $175 million in box office receipts validate the studio's hybrid theatrical-to-streaming strategy.

After a slew of technical failures during November's Mike Tyson vs. Jake Paul boxing match live stream, advertisers are more aware than ever of what can go wrong during a popular event. And with Netflix's "NFL Christmas Gameday" just around the corner, which will feature Beyonc茅 performing during the Ravens vs. Texans halftime show, brands can strategize to make the most of a potential broadcast outage.

Marketers can repurpose CTV and digital display ads for DOOH billboards, customize assets for local placements, and include actionable features like QR codes, making it a highly flexible format.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

Connected TV (CTV). Nearly 90% of marketers will increase (52%) or maintain (37%) spending on CTV. Our take: CTV is catching up to traditional TV in terms of where consumers are spending time, per our forecasts. Plus, a Roku survey from last year found that primary care doctors (a key audience for pharma advertisers) are increasingly cutting the cable cord in favor of streaming TV. 3. Search.

Warner Bros. Discovery ends new Sesame Street production deal: Show plans format changes as streaming platforms shift away from children's content.

YouTube expands living room dominance: Sports, podcasts, and 4K content drive TV viewing surge鈥攁nd possibly a YouTube TV price hike.

WBD restructures into two divisions: Move positions company for potential deals while managing linear TV鈥檚 cash flow and streaming鈥檚 growth.

Is it being served in a scrollable feed or as part of an unskippable mid-roll experience on CTV in something like a Super Bowl? And I think really it all comes down to the audience. We conducted a survey of consumers last summer and we'll discuss more results from that survey a little bit later, but a couple of questions centered on AI-generated ads. (06:03):.

Streaming and theaters converge: Hybrid release strategies redefine holiday entertainment, with Amazon and Netflix building awareness through box office hits.

Only about 10% of game ads are shown in games run on consoles, PCs, and other devices, such as car systems or connected TVs. But intrinsic ads鈥攖hose that appear in the game environment itself鈥攁nd more programmatic solutions are increasingly finding their way into PC games, with consoles moving in that direction. Gaming video content (GVC) continues to attract more advertisers.