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In just the past five years, the number of households in the US that get their TV content from an internet connection has increased by more than 210% according to Nielsen TV measurement data.

The company credited the addition of 1.9 million net accounts with Roku TV licensing programs in the US and abroad. Streaming hours were 25.1 billion, up 4.4 billion and more than 50% YoY. Nielsen reported that The Roku Channel surpassed 1% of total US TV viewing in May, achieving that feat for the first time.

After paid search and paid social, CTV has exploded onto the performance marketing scene. Here are three ways to maximize your ROI and find success with CTV advertising.

In an August 2023 survey, CivicScience asked US adults what they鈥檇 watch if their favorite TV shows didn鈥檛 return with new episodes in the fall, 45% said reruns. This means that even with less content being released, audiences will still be streaming, whether they鈥檙e catching up on their watch lists or revisiting comfortable classics.

Speaking of which: A number of attendees asked us if Google might delay the deprecation of third-party cookies again and if the industry is ready. Our answers: Don鈥檛 count on it, and some players are but some are quite behind. With companies making big bets on CDP investments, marketers swapped notes on how to maximize these data platforms in the years to come. Retail media:.

Netflix exceeds Q1 forecasts with strong earnings and subscriber growth: Shifts reporting focus from subscriber numbers to revenue and engagement starting 2025.

Although this deal aided subscriber growth in the US and Canada, it led to a dip in average revenues per user (ARPU) in these regions to $8鈥攖hough, globally, ARPU rose by 6% to $7.28. Challenges remain: Despite these gains in streaming, Disney's linear networks are facing continued difficulties, with revenues declining by 8% and operating income falling by 22%.

Prime Video's ad tier launches amidst skepticism: Amazon's strategic incentives aim to reshape streaming advertising despite market challenges.

Connected TV (CTV)鈥檚 growth in reach and audience make it an ideal channel for marketers who want their campaigns to be impactful. Going forward, programmatic ad buying is expected to continue making CTV the perfect performance marketing opportunity.

Performance marketing for connected TV (CTV) works a lot like performance marketing for search and social, especially when it comes to creative. A collection of different creative elements and iterations allows marketers to swap assets in and out as campaigns progress to pinpoint what works鈥攁nd what doesn鈥檛.

Netflix鈥檚 latest move means big things for its livestream ambitions: The company will stream the SAG Awards on YouTube this year and on its own platform next year.

These additions, only streamable in the US for a limited time, give subscribers more content for the same price鈥攁 strategy Netflix and Prime Video rely on. Despite owning acclaimed originals like "CODA," Apple's smaller, transient library struggles against competitors' extensive permanent collections, highlighting the need for a broader, more stable content strategy.

In 2024, US viewers will spend 36 minutes daily with YouTube, per our forecast鈥攋ust above Netflix at 34 minutes, but far above the 9 minutes with Disney+. Larger moat: That strong viewership means the company is in a powerful position to reshape the streaming measurement and advertising processes according to its own needs.

Decoding Amazon's pitch deck: From Preferred Deals to Premium Sponsorships, Prime Video aims to set new standards in ad-supported streaming.

Our take: Free ad-supported TV viewership in the US has eclipsed 50% in recent years, and Roku is well-positioned to capitalize on the trend鈥攅specially in a moment where inflation has made many households more sensitive to cost.

Disney adapts to industry challenges: House of Mouse emphasizes ESPN's sports offerings and nonscripted content at upfronts.

Young adult viewership is expected to decline the fastest, with an estimated 4.1% drop for viewers ages 18 to 24 and a 2.1% decrease for those ages 25 to 34 in the US due to account sharing, which is particularly common among these demographics.

The context: According to Aaron LaBerge, CTO of Disney Media & Entertainment Distribution, Disney's ad server鈥斺�渢he heart of our platform,鈥� in his words鈥攁lready powers all of Hulu's and Disney+'s US-based addressable ad systems at 100%, and over the course of the next 12 months, it will power all of Disney's addressable platforms.

Between January 1 and February 1, Google searches for ChatGPT increased by more than four times in the US, according to Google Trends. 4. AI is still viewed as more buzzy than business-y. Half of US adults still think of AI as a tool for fun and experimentation, according to a Suzy report.

Cloud gaming expansion is in the works and could sustain user engagement amid content strikes.

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.

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.

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.

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.