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Latin America鈥檚 digital video audience will be the second largest in the world this year. As greater adoption of paid and ad-supported streaming services takes hold, the region will remain a key market for new user growth on the international stage. Here are our latest forecasts.

Having a unique, multifaceted marketing strategy is critical in a time where brand recognition isn鈥檛 always enough to convince consumers to go to the theater instead of waiting for movies to be available on streaming platforms.

On today's podcast episode, we discuss the media companies with the highest TV usage, how ESPN is being maneuvered, how multiple new streaming bundles will change the game, and a tie up between Walmart and Disney for enhanced targeting and measurement across streaming. Tune in to the discussion with our vice president of content Paul Verna.

The news: American Express partnered with streaming platform Max to offer cardholders limited-time premium perks in honor of season three of HBO鈥檚 The White Lotus, per a press release.

US viewers will spend 10 more minutes each day with digital video this year, per our June 2023 forecast, and streaming platforms will compete for their share of that viewership and its accompanying ad revenues. From Amazon鈥檚 ascent in streaming advertising to the growing use of AI in content and potential consolidation among streaming platforms, here are three predictions for video in 2024.

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.

By securing major sports properties, Amazon is ensuring Prime Video remains a streaming leader while reinforcing its broader advertising ambitions. Amazon鈥檚 11-year NBA deal is valued at $1.8 billion annually. That could translate into the service hiking prices or increasing ad loads to offset costs down the line.

All eyes have been on streaming at this year鈥檚 upfronts. Sports are moving to digital, new (and old) trends are emerging for ad buying and delivery, and political advertising has been surprisingly quiet. Here are four themes that stood out this upfronts season.

More than 6 in 10 consumers have seen an ad with a QR code on TV, making them more familiar than shoppable social media content and shoppable ads on streaming platforms. Despite that visibility, nearly one-third of consumers don鈥檛 consider the ads intrusive. Brands should experiment but tread lightly with untested shoppable media formats.

The news: Roku has hit a landmark 90 million streaming households, it said Wednesday, reaching a significant milestone as mergers and acquisitions shake up the connected TV (CTV) and streaming sectors. Zooming out: Roku has firmly established itself as a leader in both the US streaming and CTV markets, but its future in the saturated and rapidly consolidating industry is uncertain.

Streaming services were busy increasing subscription prices. It has become more expensive to avoid advertising, which is swaying more viewers to put up with ads.

Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

We project over half of the US population will be watching content from at least one ad-supported streaming service monthly by 2026, up from 41.8% in 2022.

On today's episode, we discuss which video streaming platforms marketers will spend most of their ad dollars on, how the different card network players stack up against each other, and where most folks prefer to return items. "In Other News," we talk about our expectations for out-of-home and programmatic advertising in 2023. Tune in to the discussion with our directors of forecasting Peter Newman and Oscar Orozco.

On today's episode, we discuss how much Netflix's new ad tier has helped subscriber growth, how the impending launch of its password-sharing initiative will play out, and what happens now that Reed Hastings has stepped down as CEO. "In Other News," we talk about how Peacock can right the ship and how many streaming services the average American subscribes to. Tune in to the discussion with our analysts Daniel Konstantinovic and Paul Verna.

鈥淔ragmentation creates a headache in determining meaningful performance. That puts a lot of weight in the trust of the attribution models across all of your CTV ad buys,鈥� Erik Gray, director of product analytics at MNTN, said at our recent 蘑菇AV Summit. But with a growing market, with more streaming channels and viewers, comes more opportunity to reach the right audience. Here are three ways to boost the success of your CTV ad campaigns amid fragmentation.

Free ad-supported streaming TV (FAST) services like The Roku Channel, Tubi, and Pluto TV will bring in tens of millions of viewers this year, though time spent with the platforms isn鈥檛 comparable to that of Netflix or YouTube, according to our forecast. Still, marketers should keep an eye on these streaming services, especially those with parent companies like Paramount or Fox that may be able to spin free viewers into paid members.

At NBCUniversal鈥檚 Upfront, ads and content share center stage: Return on ad spend, AI concerns, and streaming-first projects were all featured.

Streaming has been a home run for sports-based advertising Through sports rights, new and niche content, and creative ad formats, every major streamer is attempting to grab a share of sports connected TV (CTV) ad spend.

On today's podcast episode, we discuss why social media platforms are less equipped to stop toxic content, the main ways AI will heighten brand safety concerns, and steps marketers can take to mitigate risk. "In Other News," we talk about whether brands repurposing vertical video ads for TVs can work and what Hulu adding its content to Disney+ means for the streaming universe. Tune in to the discussion with our vice president of content Paul Verna.

Fubo calls for Congressional oversight on a major streaming venture: claims it monopolizes 80% of US sports broadcasts.

On today's podcast episode, we discuss whether GenAI is just a solution in search of a problem to fix, how the video streaming world has shifted already this year, how significant of an ad battleground the back seat of a cab can be, how fast people need things delivered, what the most popular pets in America are, and more. Tune in to the discussion with our analyst Blake Droesch and vice presidents of content Suzy Davidkhanian and Paul Verna.

Bob Iger鈥檚 second Disney tenure will change its streaming future: The returning CEOs acquisition-heavy strategy could mean further streaming consolidation.

CTV ad spending is expanding because more services have adopted ads, streaming services have increased their ad loads, and people continue to spend more time streaming. Not too long ago, HBO, Netflix, and Disney+ featured no advertising. Now they all have ads. And some of the most popular ad-supported streamers, like Hulu, have increased their ad loads in recent years.

The final word: Gen Z consumers are frequently on the internet and social media for health purposes, and are receptive to learning more about medical conditions and treatments while searching, scrolling, or streaming. Healthcare and pharma marketers can also go a step further by demonstrating commitment to the issues younger cohorts care most about such as mental health and healthcare equality.