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That means the vast majority of the 288.9 million global Amazon Prime households (with 94.5 million in the US) will now become ad-supported viewers. By comparison, Netflix reported that it had reached 15 million ad-supported subscribers as of November 2023, with total global subscribers across tiers reaching 247 million.

The 2024鈥�2025 upfronts and NewFronts promise to be interesting. This year鈥檚 planning season will showcase the interplay between consumer preferences and TV viewing habits, underscoring the urgency for industry-wide innovation and flexibility.

US households without TVs are growing, and the Advertising Research Foundation thinks this group鈥�4% of households stream video to mobile devices鈥攕hould be measured. Twitter tweaks: If you鈥檙e a Twitter user, you may be missing your check mark.

Gen Z is redefining family, community, and what鈥檚 expected from the shopping journey. Brands will need to meet these driven, digital natives where they are with dynamic media experiences to capture and retain loyalty.

Cannes conversations: AI, creators, Big Tech, and DE&I to take the spotlight at next week鈥檚 International Festival of Creativity.

The 鲍厂鈥� existing national long-haul fiber infrastructure was built to support systems, broadband demands, and networks that existed 20 to 30 years ago. Simply adding servers and towers to handle more traffic and users seems to be causing even more complex problems to the infrastructure. What can we expect in 2023?

With advertising spend on digital channels continuing to grow鈥擨nsider Intelligence forecasts that social media ad spend is set to reach $82.88 billion by 2024 in the US alone鈥攖he ability to measure brand lift can help ensure you鈥檙e investing wisely across all channels.

CTV's rapid growth brings brand risks: Rigorous vetting and monitoring are essential to maintain trust in the new advertising landscape.

TV accounts for 54.8% of US Black consumers鈥� weekly time spent with media.

Eight in 10 US Amazon Prime Video subscribers will be ad-supported this year, according to our February 2024 forecast.

All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

Time spent with cable and broadcast TV is decreasing, a trend that鈥檚 been particularly pronounced over the past year. Streaming accounted for 36.9% of US time spent with TV as of September 2022, up from 27.7% in the same month in 2021, according to Nielsen. Streaming stole share from all other TV categories.

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

Netflix will be used by 61.4% of US digital video viewers under 12 this year, per our February 2024 forecast. That puts it well behind YouTube in terms of reach. 3. Disney+. Among US digital video viewers under 12, 47.1% will be Disney+ viewers this year, per our February 2024 forecast. 4. TikTok.

Every even numbered year we get a little bump because that's either US presidential elections and Summer Olympics, or it's US midterm elections and Winter Olympics and FIFA World Cups and things like that. On those years you get a little bit of a bump, but overall the trend line is just going down. It peaked at like 72 billion back I think in 2012. And from there, it's just a decline. Marcus Johnson:.

Many in digital advertising, including the Interactive Advertising Bureau, have begun to use connected TV (CTV) as an umbrella term to include content delivered via CTV devices or OTT services.

Amazon's Q1 ad revenues grew 24% to $11.8 billion thanks in part to Prime Video's ad rollout, which reached about 115 million monthly US viewers. Amazon made viewing with ads the default for every Prime member, which gave it an immediate leg up in the race for ad-supported viewers.

狈别迟蹿濒颈虫鈥檚 US ad revenues per ad-supported viewer will fall from $70.44 this year to $59.67 by 2026, according to our forecast.

This is US,. Ross Benes (02:15):. US. Marcus Johnson (02:15):. Sports, but football, there's not that many games per year, which is why that struggles to have the. Ross Benes (02:20):. Record. So baseball would have the games. Baseball, I don't think anyone has the current streak going, but I mean the Yankees probably had a long streak for years during. Marcus Johnson (02:30):. The dayday.

Amazon鈥檚 control of 77.0% of the US retail media market, per our forecast, will contribute to the lack of standardization, as the giant doesn鈥檛 have much motivation to work with smaller players on measurement. But that won鈥檛 stop advertisers from seeking a standard.

Netflix will see $14.52 billion in US subscription revenues this year, accounting for 21.9% of all OTT subscription revenues, per our December 2023 forecast. Netflix will see $0.95 billion in ad revenue this year. Its ad revenue is expected to grow 36.1% next year鈥攎uch greater than other providers with more established ad tiers.

Amazon鈥檚 shakeup: Prime Video disrupted the streaming market earlier this year when it made ad-supported viewing the default for its 97.2 million US Prime households. The streaming service has enjoyed strong revenue growth thanks to the launch of ads, and its competitively priced CPMs are forcing rivals to adapt.

With its shift to digital, political advertising is increasingly programmatic. US digital political ad spend will grow by 156.3% this year over 2020, the last presidential election year. That growth outpaces the 28.7% growth overall US political ad spend will see, as noted in our US Political Ad Spending Forecast 2024 report.

Retail media is the fastest-growing ad channel we track in the US, growing by 26.0% this year. Its share of total US media spend will reach 14.1% this year, and come 2028, nearly 1 in 5 ad dollars spent in the US will go to retail media. But the channel has the potential to grow even more. Here are four key factors that present challenges to retail media growth right now.

Well, in the US population that's about half the population. So yeah. Marcus Johnson (04:24):. Okay. And is that growing rapidly still? Is it leveled. Ross Benes (04:27):. Off? I want to say it's growing rapidly. Where the growth comes from is growth and time spent. So there's not a whole lot of new people coming into streaming.