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That will change, both as streamers such as Netflix and Disney+ increase their ad inventory and free ad supported TV (FAST) channels such as Tubi and Pluto TV gain popularity. In 2024, CTV will only account for $0.13 of the US digital ad spend per hour spent with digital per adult, compared with mobile, which accounts for $0.51, according to our 鈥淭ime Spent With Connected Devices 2024 report.

FAST is a fast-growing segment used by nearly one-third of the US population, with the number of viewers due to climb to 125.5 million by 2028, per our forecast, as time spent with services like Paramount鈥檚 Pluto, Fox鈥檚 Tubi, and Freevee increases. Roku is betting on sports to gain viewers and has grown significantly in wake of content deals with MLB, the NBA, and other leagues.

Tubi and Paramount+ overtake rivals. Our latest forecasts point to changes in the ranking of content platforms by viewership. Both Tubi and Paramount+ will overtake competitors this year in a reshuffling of services driven by programming, partnerships, and bundling. Tubi muscles into second place.

You've got small players like Pluto TV, they're smaller than Peacock or Max or Roku Channel or Tubi or whatever, but they're bigger than someone like a Shudder. So I mean, what would you say the definition is there? Ross Benes:. Well, I don't think niche applies to the audience size necessarily. Pluto TV has sports and crime and drama and comedy.

Time spent on Netflix exceeds Max, Tubi, Peacock, The Roku Channel, Pluto TV, and Apple TV+ combined, per MoffettNathanson. Collective time spent with Hulu, Disney+, ESPN+, and Amazon Prime Video exceeds Netflix by just 11%. Seeking profitability, streamers increase subscription prices. Streaming services were busy increasing subscription prices.

Previously lesser-known free services like The Roku Channel, Tubi, and Pluto TV have also surged past the 50 million viewer mark in short order. Even Freevee and Crackle鈥攑latforms with limited name recognition鈥攈ave tens of millions of viewers. Partnerships, bundling, and sports drive growth. Paramount+ and ESPN+ will set the pace among subscription video-on-demand (SVOD) services.

Although we don鈥檛 expect any other single service to reach $1 billion in US CTV ad spending in 2023, several will cross that threshold by 2025, including Pluto TV, Tubi, Peacock, and Netflix. Companies not included in our forecast breakout comprise a big chunk of ad revenues. The other connected TV category will draw over $10 billion in 2023 and over $14 billion by 2025.

But anyway, I think stuff like that is a sign that Fox is really trying to push Tubi to be more of a household name. I do think that there's opportunity to grow it further. As the big streaming services are licensing out more content to eliminate debt, Tubi will become a good destination to watch really big shows like Westworld.

Services like Amazon's Freevee, Pluto, Tubi, and Roku have all experienced significant growth, making the Google TV network a timely addition for advertisers seeking to capitalize on this shift. Why it matters: The Google TV network offers numerous benefits for advertisers, including access to a large and diverse audience at a lower cost.

AVOD user growth will be driven largely by newer entrants to the space offering a hybrid model, such as Netflix or Disney+, rather than by purely ad-supported existing services such as Tubi or Pluto TV.

The Yahoo/Publicis study found viewers pay more attention to ads on paid, subscription-based apps and ad-free/ad-supported tier hybrids (like Hulu) than to ads on free ad-supported streaming TV (FAST) services, like Tubi, or smart TV channels on FASTs, like Amazon鈥檚 Freevee. Listen to the full podcast. This was originally featured in the eMarketer Daily newsletter.

Free ad-supported streaming television (FAST) platforms such as Tubi have ramped up their content offerings and are forecast to surpass 10 billion in revenue by 2027 from under $4 billion in 2022, according to Omdia.

The Roku Channel claims the largest share of FAST viewers, at 67.4%, followed by Tubi (64.4%) and Pluto TV (57.1%). Use this chart:. Evaluate CTV advertising spend. Balance SVOD and FAST investments. More like this:. How many ad breaks are acceptable from FASTs? YouTube is the most popular free video service across all generations.

Discovery, Tubi, and more. See which platforms are canceling shows at the highest rate. What does the narrowing range of streaming service CPMs mean for advertisers? Note: Respondents were asked "How many ad breaks do you think is acceptable for a one-hour long program on a free streaming service?".

Free ad-supported streaming TV (FAST), such as Pluto TV and Tubi. Ad-supported video-on-demand (AVOD), such as The Roku Channel and ad-supported versions of subscription services like Netflix and Disney+. YouTube, which will have nearly 45% of its viewing time on CTVs. Digital live TV services, such as Hulu + Live TV.

This rich landscape, which gives advertisers a wealth of opportunities to reach young, engaged viewers, comprises:. subscription video-on-demand (SVOD) services, which include standalone ones like Netflix, those owned by TV network groups, and ones operated by tech firms like Amazon and Apple. free ad-supported streaming TV (FAST) services like Tubi and Pluto TV, which are owned by TV networks (Fox and

It will exclusively stream on The Roku Channel for a limited period and eventually be available on other platforms such as Pluto TV and Tubi. As part of the deal, Roku will also be exclusively distributing live NBA G League games. Why it matters: Sports leagues are seeking new ways to engage their fans as media usage changes.

Free streaming services: Free streamers like Tubi, Pluto TV, The Roku Channel, and Crackle are gaining viewers. (We include YouTube in our CTV definition. YouTube has subscription offerings, but viewers spend more time on its free service.). Device-makers: Roku, Fire TV, Samsung, Vizio, and LG have built up ad businesses.

In 2022, increases were especially pronounced among ad-supported video on-demand (AVOD) services, with The Roku Channel, Tubi, Pluto TV, Amazon Freevee, and Crackle all adding viewers and continuing to do so through at least 2027. At the same time, other streaming services with ad plans鈥攊ncluding Hulu, Disney+, Paramount+, and Peacock鈥攚ill see net growth in their viewership through 2027.

In many ways, WBD is trying to do just that: (eventually) charging users more for a secondary library of content they may not consume鈥攚hile simultaneously taking some content off the platform and licensing it to the likes of Roku and Tubi. At launch, JB Perrette, president and CEO of global streaming and games at WBD, highlighted the current 鈥減eak confusion鈥� era in streaming.

And among the cohort of major free ad-supported streaming TV (FAST) services, Tubi will set the pace at 24.7%. Nearly every CTV player will outperform the wider digital ad market. To see the full forecast, click here. Social network ad spending鈥攅xcluding TikTok鈥攊s in bad shape. Social ad spending will post the lowest growth rate of any major digital ad spending category in 2023.

FAST: TV content delivered via the internet that viewers do not need to pay for, including Pluto TV, The Roku Channel, and Tubi. There will be 111.5 million FAST viewers this year, per our February 2024 forecast. That number is growing as platforms like Amazon Freevee attract new users. Ad-supported SVOD: Any subscription streaming platform that includes advertisements.

The technology already has a number of other significant backers, including FuboTV and Tubi. Leveraging advertisers for promotion: Meanwhile, Paramount鈥檚 CBS is poised to begin listing its shows on MutualMarkets, a new site designed to connect TV programs with advertisers interested in developing innovative campaigns leveraging television properties aligned with their audience.