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Beyond the chart: Content production has grown alongside the rise of streaming, but it will flatten out in 2023, our senior analyst Ross Benes predicts. US streaming services face mounting debt and slowing subscriber growth after investing billions into originals in order to boost sign-ups. This week, HBO Max made headlines by pulling 鈥淲estworld鈥� and other HBO originals from the platform.

Retailers are venturing into new channels like connected TV and streaming to diversify ad opportunities. Nearly 4 in 10 (39%) of advertisers are buying CTV ad spots because more inventory is available due to new ad-supported streaming tiers, per The Trade Desk. Our forecast projects US retail media CTV ad spending to soar 335.5% this year and reach $8.67 billion by 2027. Yes, but:.

The past six months have been a roller coaster of rising consumer-goods costs, uneven employment news, and increased optimism about the end of the pandemic鈥攁ll mixed with a tightening of discretionary spending. In September, consumers were cutting back on dining out and entertainment. What are they doing now?

Nearly half of US adults who have made a purchase via shoppable commerce have done so on social media, according to our February 2024 survey conducted by Bizrate Insights. But budding partnerships between brands and streamers may shift more commerce toward connected TV (CTV) platforms, especially around live events. For example, Paramount piloted a shoppable experience during the CMT Music Awards, NBCUniversal launched a new shoppable ad format ahead of this Summer鈥檚 Olympics, and Amazon added shoppable ads to its Amazon Prime platform.

Ad-free streaming services have launched ad-supported tiers, taking advantage of increasing time spent with CTV and improving the amount of inventory available to advertisers, our analyst Yoram Wurmser said on a recent 鈥淏ehind the Numbers: The Daily鈥� podcast. 鈥淓ven TikTok is making a push into CTV,鈥� he said. 鈥淭here are just more opportunities for ads on CTV.

Most subscription streaming services offer ad-free and ad-supported plans. After Amazon Prime Video introduced its ad plan in January, Apple TV+ became the biggest advertising holdout among streamers. Advertising holdouts have gradually accepted commercial breaks in their programming.

The ad-supported streaming platform鈥檚 fake-out ad simulated a connected TV (CTV) platform exiting the big game, scrolling to Tubi, and opening the app. 鈥淒isrupt, make noise, get people talking about Tubi the next day.鈥�

On today's podcast episode, we discuss the media companies with the highest TV usage, how ESPN is being maneuvered, how multiple new streaming bundles will change the game, and a tie up between Walmart and Disney for enhanced targeting and measurement across streaming. Tune in to the discussion with our vice president of content Paul Verna.

CTV ad spending is expanding because more services have adopted ads, streaming services have increased their ad loads, and people continue to spend more time streaming. Not too long ago, HBO, Netflix, and Disney+ featured no advertising. Now they all have ads. And some of the most popular ad-supported streamers, like Hulu, have increased their ad loads in recent years.

The flip side: Streaming advertising takes longer than sponsored product ads to actually drive conversions on different formats of Amazon advertising, according to Q4 2021 Perpetua research. For sponsored product ads on Amazon, 72.8% of conversions took place within the first 2 hours. In comparison, 8.0% of conversions from OTT advertising took place within the first 2 hours.

On today's episode, we discuss what to make of Meta's new Threads app, whether the internet is becoming more like TikTok, the argument against "click to cancel," ad-supported versus ad-free video streaming, how shipping works, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Zach Goldner, and Evelyn Mitchell-Wolf.

MrBeast will create a reality series for Prime Video: In a move that defies platform allegiance, YouTube鈥檚 most popular creator will help generate a hit for Amazon.

Why Hulu matters: In the US, Hulu is the second-largest streaming service just behind Netflix, and is expected to reach 130.7 million viewers this year, per our October forecast. But with Comcast, Disney, and others launching their own branded, flagship streaming services, Hulu鈥檚 place in the mix is unclear.

All eyes have been on streaming at this year鈥檚 upfronts. Sports are moving to digital, new (and old) trends are emerging for ad buying and delivery, and political advertising has been surprisingly quiet. Here are four themes that stood out this upfronts season.

鈥淚t will also further establish Amazon as a must-buy for advertisers investing in streaming, which means Roku, Hulu, and others in this space will face heightened competition for ad dollars.鈥�. On the other hand, CTV rivals could benefit in the long run from improving the connection between CTV and retail media.

Our definition of CTV ads includes subscription streaming services, free streaming services, device-makers, and traditional TV offshoots. It does not include ads delivered to non-TV devices like computers, phones, or tablets. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

But even if it鈥檚 being used from a TV screen, users may not be too pleased to watch TV-style ad breaks while using an audio streaming service. To avoid friction, Spotify has encouraged advertisers to put extra effort into ads to make sure they work well, whether listened to or watched. Vaughn said that initiative is an especially important priority for CTVs.

Should Roku score a deal with MLB, it would represent a strategic pivot in response to the evolving media landscape that has streaming platforms increasingly going head-to-head with traditional broadcasters.

On today's podcast episode, we discuss why Disney+ is losing users, what a Disney+ password-sharing crackdown would look like, and the impact of ESPN Bet. "In Other News," we talk about what the Alliance of Motion Picture and TV Producers is offering at the latest writers strike negotiations and why The Roku Channel has become a legitimate player in the streaming wars. Tune in to the discussion with our analyst Daniel Konstantinovic.

The presentation underscored Amazon鈥檚 efforts to offer a comprehensive streaming service. Hopkins highlighted Prime Video鈥檚 extensive library, which includes third-party services like Max and Crunchyroll, alongside Amazon鈥檚 own content.

TikTok and Meta continue to diverge on social commerce strategies, Pinterest teams up with Wayfair on a data clean room test, and YouTube introduces unskippable ads.

Brand loyalty membership is rebounding in the UK as shoppers turn to loyalty programs for savings. Supermarkets are driving innovation, but there is space for brands and retailers of all sizes to boost revenues and forge stronger customer connections.

Our colleague, senior director of briefings, Jeremy Goldman, just wrote that streaming service loyalty wanes as Americans are rapidly canceling and switching streaming services, a phenomenon known as serial churning.

At NBCUniversal鈥檚 Upfront, ads and content share center stage: Return on ad spend, AI concerns, and streaming-first projects were all featured.

鈥淲ith a steady drumbeat of cord-cutting looming over the industry, streaming and programmatic will play a bigger role than ever in this year鈥檚 upfront negotiations,鈥� Mitchell-Wolf said. Watch the full webinar. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.