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US advertisers will spend $27 billion on CTV in 2023, per our forecast, as streaming services like Netflix move to an ad-supported model and US households continue to cut the cord on traditional pay TV. In 2023, the number of non-pay TV households will surpass that of pay TV for the first time.

The average US adult spends about 32 hours each week with TV during warmer months and an additional two to three hours per week when the weather gets colder, according to Nielsen data. While total TV usage is only up slightly overall, the portion dedicated to content accessed via CTV continues to grow.

Speaking of which: A number of attendees asked us if Google might delay the deprecation of third-party cookies again and if the industry is ready. Our answers: Don鈥檛 count on it, and some players are but some are quite behind. With companies making big bets on CDP investments, marketers swapped notes on how to maximize these data platforms in the years to come. Retail media:.

Netflix exceeds Q1 forecasts with strong earnings and subscriber growth: Shifts reporting focus from subscriber numbers to revenue and engagement starting 2025.

We saw a milestone moment in July 2022 when US streaming TV viewership eclipsed cable TV for the first time ever according to measurement firm Nielsen. Advertisers, eager to follow consumers鈥� eyeballs and purchasing power, have responded by piling into CTV advertising at an increased rate.

The data: More and more people in the US are saying goodbye to cable and hello to streaming, and next year, non-pay TV viewers will outnumber pay TV viewers. These changes are opening up different ways for advertisers to target and reach TV watchers.

It looks like the days of status quo upfronts are behind us. This year, the upfronts and NewFronts were rocked by a writers strike, currency fragmentation, and an unstable economy. And with streaming quickly taking the lead in TV land, many advertisers are taking advantage of the flexibility of connected TV (CTV) rather than committing all their ad dollars to linear.

The company credited the addition of 1.9 million net accounts with Roku TV licensing programs in the US and abroad. Streaming hours were 25.1 billion, up 4.4 billion and more than 50% YoY. Nielsen reported that The Roku Channel surpassed 1% of total US TV viewing in May, achieving that feat for the first time.

After paid search and paid social, CTV has exploded onto the performance marketing scene. Here are three ways to maximize your ROI and find success with CTV advertising.

Netflix previously canceled its Basic tier for new subscribers in Canada, the US, and UK last summer. The ongoing phaseout is for existing subscribers. Kicking into gear: In January, Netflix stated it would make a concerted effort to convert Basic subscribers to ad-supported tiers.

Prime Video's ad tier launches amidst skepticism: Amazon's strategic incentives aim to reshape streaming advertising despite market challenges.

Connected TV (CTV)鈥檚 growth in reach and audience make it an ideal channel for marketers who want their campaigns to be impactful. Going forward, programmatic ad buying is expected to continue making CTV the perfect performance marketing opportunity.

Performance marketing for connected TV (CTV) works a lot like performance marketing for search and social, especially when it comes to creative. A collection of different creative elements and iterations allows marketers to swap assets in and out as campaigns progress to pinpoint what works鈥攁nd what doesn鈥檛.

Netflix鈥檚 latest move means big things for its livestream ambitions: The company will stream the SAG Awards on YouTube this year and on its own platform next year.

These additions, only streamable in the US for a limited time, give subscribers more content for the same price鈥攁 strategy Netflix and Prime Video rely on. Despite owning acclaimed originals like "CODA," Apple's smaller, transient library struggles against competitors' extensive permanent collections, highlighting the need for a broader, more stable content strategy.

In 2024, US viewers will spend 36 minutes daily with YouTube, per our forecast鈥攋ust above Netflix at 34 minutes, but far above the 9 minutes with Disney+. Larger moat: That strong viewership means the company is in a powerful position to reshape the streaming measurement and advertising processes according to its own needs.

Decoding Amazon's pitch deck: From Preferred Deals to Premium Sponsorships, Prime Video aims to set new standards in ad-supported streaming.

Our take: Free ad-supported TV viewership in the US has eclipsed 50% in recent years, and Roku is well-positioned to capitalize on the trend鈥攅specially in a moment where inflation has made many households more sensitive to cost.

Disney adapts to industry challenges: House of Mouse emphasizes ESPN's sports offerings and nonscripted content at upfronts.

Young adult viewership is expected to decline the fastest, with an estimated 4.1% drop for viewers ages 18 to 24 and a 2.1% decrease for those ages 25 to 34 in the US due to account sharing, which is particularly common among these demographics.

The context: According to Aaron LaBerge, CTO of Disney Media & Entertainment Distribution, Disney's ad server鈥斺�渢he heart of our platform,鈥� in his words鈥攁lready powers all of Hulu's and Disney+'s US-based addressable ad systems at 100%, and over the course of the next 12 months, it will power all of Disney's addressable platforms.

Netflix experiences growing pains as an ad platform: It misses some viewership guarantees by a mile鈥攖hough it鈥檚 trying to make up for it.

Prime Video trails Netflix in the US, where stalwart Hulu also commands a huge audience. Hulu does not operate outside of the US, which changes the dynamics of the competition internationally. Disney+, the only other provider with more than 100 million viewers in the US, is emerging as the primary challenger to Netflix and Amazon globally.

Between January 1 and February 1, Google searches for ChatGPT increased by more than four times in the US, according to Google Trends. 4. AI is still viewed as more buzzy than business-y. Half of US adults still think of AI as a tool for fun and experimentation, according to a Suzy report.

Cloud gaming expansion is in the works and could sustain user engagement amid content strikes.