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We forecast that cord-cutters will surpass half the US population next year, reaching 58.3% of all US adults by 2028. CEO David Zaslav expressed confidence in exceeding the $1 billion in streaming profitability target by 2025, a positive signal for investors as streaming continues to evolve. Zooming out: Streaming platforms remain under pressure to balance profitability and growth.

The United States coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

During the company鈥檚 earnings call, Iger said 37% of Disney+ subscribers in the US and 30% globally now use the ad-supported tier鈥攁 rare revelation from a major streaming player about its advertising reach. Iger could be heard saying he wasn鈥檛 sure if he was supposed to disclose those figures. By the numbers:. Revenues: $22.57 billion, up 6% YoY versus $22.45 billion expected.

Niche streaming services find foothold: Targeted platforms like Hallmark+ attract dedicated viewers amid competition from larger streamers.

Amazon grows ad revenues by 19% in Q3: Sports, shoppable ads, and live news bolster its appeal to advertisers.

Roku Q3 results emphasize ad-supported growth: Increased streaming hours and accounts offer advertisers valuable inventory.

The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.

In June, just 20.9% of US TV ad spending appeared in new programming, which was a 10-percentage-point drop over the previous month, per Guideline. A July poll by CivicScience found 59% of US adults were likely to watch reruns on network TV. With empty slots in its fall lineup, CBS is airing 鈥淵ellowstone,鈥� which originally premiered on cable sister-channel Paramount Network.

US insurance digital ad spending growth will slow even further this year, lagging all other financial service sectors. Instead, insurers will focus squarely on maximizing their digital dollars.

At the start of 2023, marketers began conserving their budgets, spooked by high inflation and interest rates, and in late Q1, we revised our US digital display ad spending forecast downward. We now expect the market to grow just under 8% this year鈥攁bout half as fast as we had predicted in Q4 2022. This year, programmatic will account for over 9 in 10 US display ad dollars.

US banking digital ad spending growth has slowed to a trickle and pushed marketers to rethink their allocation strategies. But 2024 looks more promising.

Ad-supported streaming is on the rise as viewers opt for cost-friendly options from platforms like Netflix and Disney+. With audience fragmentation increasing, advertisers must adopt smart, performance-driven strategies to stay effective in the evolving connected TV landscape.

KEY STAT: Over a five-year period, CTV time spent among US adults will more than double, from about 1 hour per day in 2019 to over 2 hours per day in 2024, per our forecast. Viewers are spending more time with CTV than with desktops and laptops. For the first time, we have forecast US time spent with CTV.

And that gap, especially if you compare that US number of TV consumption to other regions, that gap gets even larger. So it's a finding that we see every year. It speaks to the variety of content that's available to US consumers. And you know what? We're also seeing that trend happen in online streaming of content as well.

We break down these issues in our new report 鈥淯厂 CTV Time Spent vs. Ad Spending 2023.鈥�.

105.3 million people in the US will watch live sports via digital this year, up from 95.5 million last year, per our September 2024 forecast.

Retail鈥檚 resilience and its outsized role in digital ad spending will help offset the impact of a broader slowdown in growth in the US digital advertising market.

In March, TikTok鈥檚 former US head of product said its creator fund was a 鈥渞eactive measure鈥� against competition, rather than a way to help creators monetize. 

Netflix: Advertising has been slow going for Netflix: It likely won鈥檛 crack $1 billion in US ad revenues until next year. However, Netflix still has the potential to become one of the world鈥檚 largest video ad businesses. During its virtual upfront in May, the company reported that it had about 5 million global subscribers on its ad plan.

Adults will spend more than 7.5 hours on connected devices per day in the US this year, up an hour from 2020. Over half of that digital time spent will be on mobile devices, while another quarter will be on rapidly growing connected TVs (CTVs). Key Question: Where are US consumers spending their online time, and what does that mean for advertisers?

A good portion of subscription spending will occur within over-the-top (OTT) video platforms that also have ad-supported tiers, so increased subscription spending shouldn鈥檛 significantly dent IAA. And subscription fatigue among consumers will keep growth in the single digits. Privacy rule headwinds will lead apps to look for additional sources of revenues.

Insider Intelligence | eMarketer surveyed 1,455 customers in the US between May 15 and May 22, 2023, to identify digital grocery shoppers鈥� characteristics and their online grocery shopping behaviors and preferences.