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As consumers turn to social and retail media for discovery over traditional search engines, marketers face a shifting omnichannel advertising landscape. Effective strategies and the right measurement partners are crucial for optimizing cross-platform efforts and gaining holistic campaign insights.

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha鈥檚 social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.

As streaming competitors like FuboTV, Paramount+, YouTube TV, Disney+, and others are hiking prices, Peacock is lunging in the other direction. Over the past few weeks, the streaming service owned by NBCUniversal has been offering consumers the chance to buy a year of Peacock access for 20 bucks. Today might be your last opportunity to actually get that deal. That's basically a buck 50 a month.

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.

Sub OTT gains popularity. Ad-supported sub OTT tiers entered the streaming scene just in time for cost-conscious consumers to take advantage. 鈥淣etflix is opening up completely uncharted space for advertising where it hadn鈥檛 been before, and Disney is doing very similar things.

Now that Amazon has introduced ads to its Prime Video service, Apple TV+ has become the biggest streaming platform to hold out on ads. Use this chart:. Demonstrate Netflix鈥檚 current leadership in ad revenues. Identify growth potential for other services like Paramount+. Assess ROI on ads across different streaming platforms. More like this:.

4 in 10 US agency and marketing professionals have reallocated ad dollars from linear TV to spend on connected TV (CTV), according to March 2024 data by Interactive Advertising Bureau (IAB), Advertiser Perceptions, and Guideline.

Ad industry spending is crawling out of a dark period: The US ad market grew 2.5% in May, the first increase in 11 months.

Over a quarter of digital time is spent with a CTV, but less than 10% of US digital ad dollars flow into CTV.

How streaming services are adapting to Amazon鈥檚 shakeup: The launch of ads on Prime Video in January has forced Netflix and others to lower CPMs to compete.

On today's podcast episode, we discuss who's leading the ad-supported vs. ad-free video streaming race, how much money is coming from both avenues, and how streaming will differ from (and look the same as) cable in a few years. Tune in to the discussion with our analyst Ross Benes.

On today's podcast episode, we discuss what the hell happened鈥攁nd is happening鈥攖o online ads, whether the video streaming boom is officially over, the next big wearable category, what happens when the First Amendment collides with social media, what the world would look like if there were only 100 people, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Blake Droesch.

This year, 78.3% of people in the US will be digital video viewers, per our February 2024 forecast. With US adults splitting time between streaming platforms and social video, marketers need to understand how to reach viewers in both places. This can be difficult as ad spend and content creation trends shift. Here are five charts to turn the volume up on your digital video marketing strategy.

Nielsen鈥檚 June 2023 data revealed Tubi is the leading FAST service and equals Max in share of time spent with TV, although it still trailed other established streaming players like YouTube and Netflix by a significant margin. Nielsen first included Tubi as a standalone platform in February 2023.

The UK ad market is under as much pressure as it鈥檚 ever faced. But while spending growth will hit a historical low, there are some positive signs for advertisers with experimentation away from the duopoly a very real possibility.

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.

With the WGA strike over, streaming turns to an uncertain future. Why marketers should understand the differences between CTV and OTT. See which platforms are canceling shows at the highest rate. Despite cooling growth, CTV is lifting the programmatic market.

8/1 - Keeping it dynamic. 7/31 - Streaming showdown. 7/28 - Price is key for D2C.

CTV or streaming was also ranked as the No. 2 most important consumer trend that healthcare and pharma marketers were monitoring in H2 2024, per Mediaocean鈥檚 鈥�2024 H2 Pharmaceutical and Healthcare Market Report.鈥� It was cited by 51% of survey respondents, behind only generative AI (63%). Healthcare and pharma skews far more toward search advertising vs. social media and display.

55% of Gen Z adults access streaming TV through someone else鈥檚 subscription, according to a December 2023 DISQO study.

Streaming wars: One thing everyone can agree on is it鈥檚 a crowded field. Hulu sits at the top with $3.63 billion in CTV ad revenues this year, followed by YouTube ($2.89 billion), and Roku ($2.19 billion), according to our forecast. Verna said that Disney+ and Netflix, which have just recently launched ad-supported tiers, will both be short of a billion dollars in CTV ad revenues this year.

The news: Connected TV (CTV) ad spending on YouTube surged far ahead of streaming competitors last quarter, according to analysis from Tinuiti. Among Tinuiti鈥檚 clients, YouTube CTV spending jumped 31% while streaming services like Max and Netflix had growth of just 6%.

Disney, Fox, and WBD unveil Venu Sports: New streaming service still has hurdles to overcome before fall 2024 debut.