蘑菇AV

On today's episode, we discuss how much advertisers spend on traditional TV, whether connected TV (CTV) is stealing all of its dollars, and how much time Americans spend watching both. "In Other News," we talk about the one big takeaway from this year's upfronts and NewFronts and whether Peacock's new pricing strategy will work. Tune in to the discussion with our analyst Paul Verna.

Tech companies have an opportunity to reframe wearables into health tools for older consumers through tailored marketing messages, advertising on channels like Facebook and traditional TV, and partnerships with healthcare providers and senior organizations. Read the full report, US Wearables Forecast 2025.

Streaming TV keeps growing, but so does the challenge of reaching viewers. With audiences constantly switching between platforms, old TV advertising methods fall short. A more precise, audience-first approach鈥攂orrowed from search and social marketing鈥攊s helping advertisers keep up.

And viewers increasingly watch live sports on digital devices compared with traditional TV, giving advertisers more diverse channels to engage consumers. Our take: While increasing ad spend by 48% is a big jump, Modelo could significantly benefit from the cultural excitement surrounding March Madness.

Digital video surpassed traditional TV in time spent in 2023. The gap will continue to widen, reaching 40 minutes in 2027. The ability to watch videos on smartphones, tablets, desktops/laptops, and CTV gives digital a flexibility advantage over TV. The video streaming landscape provides viewers with almost unlimited choice.

CTV ad spending will pass traditional TV in 2028. The CTV ad market is diffuse, with only three media companies capturing more than 10% of the ad market: YouTube, Disney, and Amazon. Part of CTV ad spending鈥檚 growth will come from RMNs, which will capture more than $10 billion in CTV outlays by 2028. Video ad spending continues to grow at a rapid pace.

As platforms continue to replace traditional TV, ensuring reliability will be essential to retaining subscribers and securing exclusive event partnerships in the future.

Digital pay TV options like YouTube TV, fuboTV, and Hulu + Live TV are still doing well, just not well enough. Digital pay TV households will grow 5.3% in 2025 (reaching 20.3 million), led by a strong 8.7% viewership increase from YouTube TV鈥攚hich is still benefiting from its heavy investment in NFL Sunday Ticket.

We expect this trend to continue, as YouTube viewership among Gen Alpha surpassed traditional TV viewership in 2025 (62.8% versus 58.9%). Click here to view our full forecast for US YouTube viewer penetration, by age. Gen Zers spend nearly the same amount of time streaming video as they do viewing social media.

Tech companies have an opportunity to reframe wearables into health tools for older consumers through tailored marketing messages, advertising on channels like Facebook and traditional TV, and partnerships with healthcare providers and senior organizations. Consumer device preference shifts as wearables market matures. The wearables market is consolidating as distinct device categories converge.

Total media time is holding steady in Germany, thanks to traditional media鈥檚 dominance and growing digital usage. The balance won鈥檛 tip toward digital within our forecast horizon, but this shift is inevitable.

Paramount鈥檚 streaming growth offsets legacy TV decline: Streaming revenues surge, but ad revenue from linear TV continued to decline, highlighting the company鈥檚 shifting priorities.

This is tied to cord-cutting as well as YouTube鈥檚 availability and content diversity compared with traditional TV. Click here to view our full forecast for YouTube and TV viewers. Children under 12 spend an average of 1:48 a day with YouTube, according to Giraffe Insights and Precise TV. This is followed by video-on-demand (VOD) (1:46) and broadcast TV (1:35).

Our video total thus tells a story of TV-like content sliding鈥攚hether delivered via traditional or digital platforms. This is most common in countries where traditional TV has begun to hold a less dominant position, which is why the trend is different in Germany, where an aging population is contributing to traditional TV鈥檚 longevity.

CTV time鈥攚hich does not include traditional TV viewed via a CTV but does include all forms of streaming OTT, digital pay TV, apps, and audio accessed via a CTV鈥攈as risen rapidly in recent years. But it will still trail mobile device time by 1:45 per day and traditional TV time by 40 minutes.

By 2026, digital time spent will be almost 3 hours ahead of traditional. Traditional TV is being increasingly displaced by digital video, though much of the latter is TV-like. Traditional TV viewing has steadily decreased, from over 3 hours a decade ago to just over 2 hours this year. In contrast, digital video consumption is rising and is expected to surpass traditional TV time by 2025.

Adults will spend 2:55 per day with traditional TV in 2024, far more than they will spend with sub OTT streaming services (1:49) or social networks (1:26). Despite the prevalence of cord-cutters and cord-nevers, traditional TV remains the single most time-consuming media activity for the US adult population. The TV and CTV disconnect likely comes down to demographics and competition from other media.

On-demand streaming adoption (92.5% of internet users) exceeded live TV viewing (80.9%), with both rates trailing the US. However, recorded TV viewing in Canada (25.3%) exceeded the US by more than 5 percentage points, demonstrating a preference for time-shifted viewing of traditional TV content. Video-on-demand (VOD) penetration was 90.9%.