We forecast 53.3 million traditional pay TV US households this year, declining to 40.8 million by 2028. As Charter Spectrum adds more of those links to streaming services—earlier this year it also announced a partnership with TelevisaUnivision to give subscribers access to Vix+—the threat to its longevity grows.
Article
| Sep 12, 2024
Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.
Article
| Sep 11, 2024
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.
Article
| Sep 11, 2024
KEY STAT: Over a five-year period, CTV time spent among US adults will more than double, from about 1 hour per day in 2019 to over 2 hours per day in 2024, per our forecast. Viewers are spending more time with CTV than with desktops and laptops. For the first time, we have forecast US time spent with CTV.
Report
| Jun 21, 2023
This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.
Report
| Jul 17, 2023
Paramount expands shoppable TV capabilities with Shopsense AI partnership: The two companies team up to enable viewers to shop the MTV VMAs, with plans to install similar features in other Paramount content in the coming months.
Article
| Sep 11, 2024
Chart
| Oct 30, 2024
Source: EY
Chart
| Oct 30, 2024
Source: EY
Netflix: Advertising has been slow going for Netflix: It likely won’t crack $1 billion in US ad revenues until next year. However, Netflix still has the potential to become one of the world’s largest video ad businesses. During its virtual upfront in May, the company reported that it had about 5 million global subscribers on its ad plan.
Report
| Jun 16, 2023
Adults will spend more than 7.5 hours on connected devices per day in the US this year, up an hour from 2020. Over half of that digital time spent will be on mobile devices, while another quarter will be on rapidly growing connected TVs (CTVs). Key Question: Where are US consumers spending their online time, and what does that mean for advertisers?
Report
| Jun 12, 2023
Chart
| Oct 25, 2024
Source: Guideline (formerly Standard Media Index (SMI)
US Ad-Supported vs. Ad-Free Streaming Video Viewers 2024 (Subscription required).
Article
| Sep 9, 2024
KEY STAT: Despite small spikes in even-numbered years, US TV ad spending will track negatively through 2027—and likely thereafter. The traditional TV ad market is flickering out. From 2008 through its peak in 2018, US TV advertising was a growth story, posting YoY increases most years except during the economic upheaval that started in late 2008 and continued throughout 2009.
Report
| Jun 1, 2023
We break down these issues in our new report “U CTV Time Spent vs. Ad Spending 2023.”.
Article
| Oct 25, 2023
In fact, almost half of US agency and brand marketers who use AI or ML are leveraging it for targeting and measurement use cases, per Advertiser Perceptions. We’ll see more ad tech vendors refocus their go-to-market strategy around AI as the Google-imposed deadline approaches. Here are some ideal testing grounds for AI and ML solutions:. Finding lookalike audiences without deterministic data.
Report
| Jun 8, 2023
KEY STAT: US upfront TV ad spending will fall during the 2023–2024 season on a YoY basis and relative to our previous forecast, as the industry continues to veer toward digital programming. Upfront TV ad spending is trending downward. US upfront TV ad spending will fall by 3.6% to $18.64 billion for the 2023–2024 TV season, a downward revision of 5.0% from our previous forecast.
Report
| May 17, 2023
Retail media is the second-fastest-growing major ad format in the US. It trails only CTV, and by a small margin. On a compound annual basis, retail media ad spending will grow by 21.7% from 2022 through 2024, compared with 22.5% for CTV. The two fastest-growing US digital ad businesses this year will be retail media networks.
Report
| Feb 16, 2023
CTV broadly, and subscription over-the-top (sub OTT) specifically, are doing extremely well, but life is tough for individual players because the competition is so fierce. Dozens of service providers will vie for a slice of this year’s $26.92 billion in spending.
Report
| Feb 15, 2023
ĢAV 4% of US households watch TV only on mobile devices, according to the Advertising Research Foundation (ARF). This behavior is particularly prevalent among young adults and is quite common outside the US as well.
Report
| Apr 11, 2023
Search will account for just under two-thirds (65.8%) of US retail media ad spending in 2023 and inch down about a point per year, to 63.4% by 2025. Advertisers are eagerly spending in retail media’s off-site channels, including connected TV (CTV).
Report
| Apr 6, 2023
For additional forecasts on time spent averaged across the US adult population, regardless of whether they use a particular medium, see our website's forecast module. Sources. Meta. Snap Inc. US Department of Labor Bureau of Labor Statistics.
Report
| Feb 27, 2023
After more than doubling its US ad revenues last year, TikTok will continue to siphon market share with the fastest growth rate of any platform—by a large margin. Marketers should recognize that:. TikTok is now a must-buy. That’s especially true if the goal is to reach younger consumers. Its penetration among US consumers ages 12 to 24 is outdone only by Snapchat.
Report
| Jan 24, 2023
The average US household added one to two connected devices between H1 2021 and H1 2022, per Plume data, paving the way for increased integration. The segment is small in the US, but ripe for growth:. 1 in 5 smartwatch users now make payments with those devices, according to our estimates.
Report
| Feb 28, 2023
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.
Audio
| Aug 23, 2024
The Trade Desk is developing a CTV operating system: Its ambitions could trigger a new age in CTV advertising and potentially upend the balance of power.
Article
| Sep 6, 2024