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The news: Free ad-supported TV (FAST) services are growing in several key markets, including the US, the UK, Canada, and Germany, per a report from Nielsen鈥檚 content data business unit Gracenote. The number of active FAST channels has increased by 42% globally since mid-2023, exceeding 1,610 channels.

So in terms of what's happening in Canada, a couple of major players, like Bell Media. Bell Media hasn't, which has their main linear TV channel as CTV Canada, doesn't really have a FASST play at this point in time. Rogers, as I mentioned earlier, made that deal with Tubi in 2020 to bring that content to Canada and that experience to Canada.

Some 94% of consumers across the US, UK, and Canada prefer contextual ads over identity-based ads based on browsing history, per GumGum survey data. Almost 80% are more likely to engage with ads that match the content they are viewing, per the survey.

"In Canada, it's 9 in 10 people in the population. This is a really, really valuable piece of advertising real estate. By the same token, CTV ad spend is beginning to slow down a little bit, so I think this is one area that could help keep it buoyant for a little while longer,鈥� said Fisher. The case for skepticism.

The platform allows for region-specific targeting, showing different products to different audiences (think Dunkin' in the US versus Tim Hortons in Canada). Growth snapshot: Evidence suggests that Rembrand has a strong trajectory. Rembrand's revenues grew sixfold YoY as major brands like Pepsi, L'Or茅al, and Charles Schwab integrated virtual product placement into their campaigns.

Digital users in Quebec鈥攎ost of whom speak French as their first language鈥攈ave unique habits that are different from the rest of Canada. These include heavier consumption of TV and lighter usage of digital services and online shopping.

Canada trails just one country鈥攖he US鈥攊n average daily time spent with media. That means plenty of opportunity for media buyers to reach audiences across a range of devices and services.

Our OTT subscription revenues forecast doesn鈥檛 include Amazon. Because it is not possible to break out how much of Amazon Prime鈥檚 subscription revenues are attributable to streaming, we exclude Prime from our OTT subscription revenues forecast.

CBC has expanded its FAST portfolio with two channels dedicated to popular Canadian series 鈥淗eartland鈥� and 鈥淢urdoch Mysteries,鈥� per TVTechnology. Each series features 17 seasons, and the channels are now available on CBC Gem, with plans to launch on other connected TV platforms. These additions join CBC鈥檚 growing FAST lineup, which already includes CBC Comedy.

Amazon will get a growth boost from its OTT video service. Amazon will benefit from a new kind of growth model in 2024, thanks to its ad-supported video-on-demand initiative with Prime Video. By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets.

Our own US CTV advertising forecast calls for 21.2% growth in ad spending this year, 13.2% in Canada, and 9.5% in the UK. Why it matters: This dramatic rise in CTV advertising is significantly altering advertising strategies and budgets. As consumers flock to streaming platforms, advertisers are following suit, viewing CTV as an ideal space to reach an engaged, targetable audience.

Netflix began testing its new password restrictions in parts of Latin America in March 2022 and has since expanded them officially to Canada, New Zealand, Spain, and Portugal. Netflix anticipates cancellation backlash in the near term鈥攁s do we鈥攂ut expects numbers to eventually rebound in both memberships and revenues based on its experience in Canada.

Amazon will get a growth boost from its OTT video service. Amazon will benefit from a new kind of growth model in 2024, thanks to its ad-supported video-on-demand initiative with Prime Video. By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets.

In Canada, it's nine in 10 people in the population. This is a really, really valuable piece of advertising real estate. By the same token, CTV ad spend is beginning to slow down a little bit, so I think this is one area that could help keep it buoyant for a little while longer. I don't think it's going to be revolutionary in any way and the needle won't fly, but it will do enough.

A more affordable YouTube Premium Lite plan鈥攍aunched earlier this year in the US, Australia, Thailand, and Germany鈥攊s now rolling out to users in Mexico, Argentina, Brazil, Canada, and the UK at $7.99 per month. Premium Lite removes most video ads on YouTube and YouTube Kids but excludes music, downloads, and background play.

OTT digital video services are now popular everywhere, although fee-based sub OTT is not yet mainstream in every country. The outlook is positive for both free and paid OTT around the world, but growth will slow significantly.