蘑菇AV

Paul, how much do advertisers spend on CTV, according to our forecasts in the US? Paul Verna:. According to our forecasts, connected TV ad spending in the US this year will be just over $25 billion, and by 2027, it will go up just over $40 billion, so a lot.

There will be 71.9 million US pay TV households this year, per our forecast, falling to 69.3 million in 2025 and 62.6 million by 2028. That decline is why DirecTV has called this conflict an 鈥渆xistential鈥� one鈥攊t will solidify the lines of power in the rapidly changing industry.

Another strong quarter for The Trade Desk: International growth and CTV surge, boosted by data-driven advertising and the new Kokai platform.

FAST is a fast-growing segment used by nearly one-third of the US population, with the number of viewers due to climb to 125.5 million by 2028, per our forecast, as time spent with services like Paramount鈥檚 Pluto, Fox鈥檚 Tubi, and Freevee increases. Roku is betting on sports to gain viewers and has grown significantly in wake of content deals with MLB, the NBA, and other leagues.

Prime Video's default ad-supported offering for 97.2 million US households and its competitive pricing drove significant revenue growth. Ads personalized according to extensive shopper data give Amazon a competitive edge over traditional networks and other streaming platforms. And unlike its competitors, Amazon ties ads to product sales, offering a unique value proposition to advertisers.

US households paid an average of $726 on streaming services in 2023, per Deloitte. Some pay as much as $1,236. Content is also gated behind platform exclusivity more than ever before: Apple TV+, Max, Netflix, and Disney might all have big-name shows in a single year, forcing consumers to pick and choose.

Streaming leader: Top streaming platform on US TV screens for 17 consecutive months, per Nielsen data cited by Pichai. Google subscriptions, platforms, and devices revenues: $9.3 billion, up 14.3% YoY, primarily driven by YouTube paid subscribers.

Toys R Us used genAI platform Sora to create an ad earlier this year, which was criticized for being unimaginative and creepy. While big brands may face similar pushback for boasting AI use in ads, smaller ones may benefit from the tech lowering costs and time spent creating CTV ads. This was originally featured in the 蘑菇AV Daily newsletter.

US retail media ad spending will increase 88.5% from 2024 to 2028, reaching $97.9 billion, according to a November 2024 蘑菇AV forecast.

US ad market grows 14% YoY in July: While spending continues, the industry remains cautious amid economic uncertainties and election-year volatility.

Our take: tvScientific's CPO model aims to make CTV a top choice for performance advertisers by overcoming traditional TV ad limitations and potentially shifting nearly $200 billion in US performance ad spend to CTV. The new model could make CTV advertising more attractive to digital marketers by focusing on outcomes like sales lift instead of traditional reach and frequency metrics.

US ad spending is projected to grow 6.8% next year, surpassing $400 billion, according to 蘑菇AV鈥檚 forecast. Despite robust ad spending growth, AI tools, advancements in attribution, and cautious consumer behavior will add complexity for the latter half of 2024.

And Paul, thank you as ever for joining us. Paul Briggs (28:39):. Yep. Thanks, Bill. Bill Fisher (28:40):. And thanks to all of you for listening in today to Around the World, an eMarketer podcast. Tune in tomorrow for The Daily Show, hosted by Marcus. If you want to ask us any questions, you can, of course, email us at podcast@emarketer.com.

This year, CTV ad spending in the US is projected to hit $25.09 billion鈥攗p from $20.69 billion in 2022, according to Insider Intelligence. As expected, advertisers are building these budgets with resources from other ad buckets, with most of the re-allocated money coming from linear TV.

Currently, less than half of US households subscribe to traditional pay TV, while the number of CTV households has reached 113.1 million (85.3% of the population). In fact, by 2024, eMarketer expects CTV households in the US to more than double traditional pay TV households. Viewers are also spending more time with CTV than ever before.

To investigate the areas where CTV can improve, MNTN and Marketing Brew surveyed US marketers to see how they feel about the CTV industry at large. The 鈥淢arketing Brew x MNTN Jumpstart Survey鈥� found that there are many marketers who are already successfully advertising on CTV. In fact, 50% of marketers surveyed said they believe CTV advertising is currently effective. The main CTV pain points.

YouTube's US TV share reaches record 9.7% in May: The platforms surpasses Netflix and dominates streaming鈥檚 market share with nearly 25%.

Zoom out: The rise of FAST channels has been a notable US trend as rising costs of subscription-based services lead consumers to alternatives. Services like Amazon's Freevee, Pluto, Tubi, and Roku have all experienced significant growth, making the Google TV network a timely addition for advertisers seeking to capitalize on this shift.

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.

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.

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.

As time spent on connected TV (CTV) grows faster than any other major media formats this year, B2B marketers are taking note. Learn how B2B marketers can incorporate CTV in their media mix.

With consumers increasingly shopping across multiple channels, Roundel, Target鈥檚 media network, offers comprehensive media solutions that connect brands with customers at every stage. By combining on-site and off-site strategies, advertisers can maximize their return on ad spend and strengthen customer relationships.

Netflix plans a US launch by the end of next year鈥檚 second quarter and a global rollout by the end of 2025. But wait, there鈥檚 more: Netflix also announced its ad-supported tier has reached 40 million active monthly users, nearly doubling from the 23 million reported in January. Why it matters: Netflix is out to deepen its fortunes in the lucrative digital ad sector.