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Walmart is also adding premium inventory from NBCU and Roku to its CTV offering, giving brands even more opportunities to reach shoppers on streaming platforms. Zoom in: Walmart Connect鈥檚 ability to combine premium CTV inventory with its purchase data offers advertisers a unique opportunity to target viewers with more granularity and directly measure the impact on sales.

But TikTok鈥檚 latest US ecommerce initiative is a wide-open marketplace where brands, merchants, and creators vie to sell directly to viewers in the app. TikTok has been aggressively pushing TikTok Shop videos into users鈥� For You pages, with shopping livestreams also thrown into the mix. TikTok is the only real contender left in US social commerce livestreaming.

This feature mimics TikTok's TopView format, showing viewers an ad when they first open Shorts. Our view: YouTube鈥檚 new formats and placements don鈥檛 go beyond what TikTok already offers.

Non-pay TV viewers will for the first time outnumber pay TV viewers in 2023. As ad-supported video-on-demand continues to proliferate, measurement won鈥檛 get easier. Nielsen failed to adapt to new viewing habits quickly enough. Its panel-based measurement struggled to keep up with audience fragmentation, and when the pandemic interfered with panel maintenance, accuracy issues escalated.

Videos consumers take in stores or trying on products can inspire viewers to visit stores to see new products or setups. 鈥淪ome of our highest-performing content is the content that was just showing what happens in our stores,鈥� said Leo. Poppi takes a similar approach to finding user-generated content.

They average ratings across all commercial minutes in a program and count live viewership as well as playback viewing via DVR for three and seven days after the original air date, respectively. Nielsen will be the primary currency provider for the 2024 upfronts. Nielsen鈥檚 incumbent advantages are hard to beat.

B2B marketers can capture these viewers by creating YouTube videos that are digestible and episodic. Maintain a presence on Twitter, Instagram, and Facebook. Though Twitter overall is struggling, it鈥檚 the second-most common platform for executives after LinkedIn, according to 36% of Qnary respondents.

Optimize content for viewers, not for the algorithm. That means if your customers engage well with human-centric scripted videos, make a steady stream of them until they don鈥檛. Use data wisely. Conduct keyword research, create appealing thumbnails, and track audience retention to continuously refine your YouTube strategy.

YouTube makes it easier for viewers to buy creators鈥� products. Ways to approach influencer marketing before the year ends.

Plus, the platforms must contend with the reality that consumers still love short videos, many short-form creators will have a learning curve in a pivot to longer-form content, and viewers are already starting to max out on social video time. Get the other top analyst trends in our Top Trends to Watch in 2024 report (Insider Intelligence subscription required).

The beauty retailer's strategic alignment with women's sports comes as the WNBA experiences unprecedented growth in viewership and commercial appeal. This dual achievement is particularly notable as competitors Ulta and Target lost share with the crucial Gen Z demographic during the same period. 5. Ben & Jerry's.

Almost half of YouTube viewership happens on TV screens. Yesterday鈥檚 Chart of the Day: Digital ads up.

The amount of ad inventory that's going to be available in a few years because as everything shifts to streaming, you're just going to have less inventory because ad loads are lighter in streaming and a lot of viewers, especially on Netflix, prefer the ad free option.

Other considerations: When buying CTV ads across platforms, advertisers need to make sure ads are varied and not repetitive so that a viewer doesn鈥檛 see the same ad several times in different places. Our definition of CTV ads includes subscription streaming services, free streaming services, device-makers, and traditional TV offshoots.

Senior executives Paul Kotas and Mike Hopkins emphasized Amazon鈥檚 ambition to become a "one-stop shop" for both viewers and advertisers. Hopkins shared impressive statistics about Prime Video鈥檚 reach, noting its 200 million global customers and its position as the largest global ad-supported streaming service.

Cloud gamers are an engaged audience that behave somewhat similar to CTV viewers. Because getting access to a free cloud game server involves a queue for a rig to open up, gamers tend to use smartphones during that wait time, per Madden. This kind of second-screen usage is also common among US adults aged 18 to 24 watching digital video.

Contrary to mainstream narratives, not everyone wants three-second videos 24-7: December 2022 data from Magnite reveals that a majority of US consumers (55%), predominantly watch videos spanning a few minutes, while short clips lasting 60 seconds or less attract 29% of viewers (we see similar trends in Western Europe).

The past two Summer Olympic games, taking place in Rio (2016) and Tokyo (2020), each attracted over 3 billion viewers worldwide, according to the International Olympic Committee (IOC)'s official reporting.

Retail media buyers have limited reliance on display, where ad loads typically lead to viewer fatigue. As display鈥檚 share on RMNs increases with greater video and connected TV (CTV) delivery, this may become a concern鈥攍ike it is in other digital media. Ad formats in retail media continue to move up the funnel. Retail media buyers intend to take a more balanced approach to their media mix this year.

Sports rights spending by subscription OTT TV services worldwide will total $8.5 billion this year, according to Ampere Analysis, showing that companies are vying for these engaged viewers. The hesitation: TV ads are great for top-of-funnel exposure, but viewers may not be as inclined to shop while following a game.

Warren urges DOJ to investigate Disney鈥檚 Fubo acquisition over competition concerns: The senator warns the deal could eliminate a key streaming rival, raising prices and reducing consumer choice.

However, YouTube Shorts is expected to see its viewership grow faster, ticking up 5.9% this year to 190.0 million US viewers. But growth among TikTok鈥檚 youngest adult users is relatively flat. Gen Z users will grow by roughly 1% YoY each year from 2025 to 2029, per our forecast. However, its millennial user base will grow at a slightly slower pace. These two demographics make up the bulk of its users.