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Smart TVs are used by 61.9% of US connected TV (CTV) households, making them the top CTV device by far, per Comscore CTV Intelligence. In second and third place are Amazon Fire TV (29.1%) and Roku (28.4%), respectively.

And more shoppers are looking to streaming ads for holiday shopping inspiration this year: One in five consumers plans to use their smart TVs or other HDMI streaming devices to purchase products or services this holiday season, a survey by LG Ad Solutions found.

For comparison, 18.9 million more people watched OTT video in 2022 on a monthly basis. In 2026, 21.0 million more people will be watching OTT video than listening to digital audio. But time spent is increasing rapidly among existing listeners. In H1 2022, US internet users spent an average of 1 hour, 56 minutes per day streaming music, up 12 minutes from the previous year, according to data from GWI.

US linear TV ad spend is shrinking (8.0% YoY) as connected TV (CTV) ad spend grows (21.2% YoY). This year, US CTV ad spend will total $25.09 billion while linear will total $61.31 billion.

In 2023, Southeast Asia will remain a growth leader in digital users. Paradoxically, while its smartphone adoption will soon approach 90% among internet users, only slightly more than 60% of the population will be internet users this year.

Acquisition speculation: A series of mixed or poor quarters, the crowded CTV market, and recent layoffs have caused many to wonder if Roku will sell off part of its multifaceted business to competitors or other streaming giants, but for now it appears to be hanging tight.

On today's podcast episode, we discuss what TV even is anymore, how the redefining of TV is reshaping marketers' approach, and why not all data is created equal. "In Other News," we talk about why live TV is the new streaming and the real reason Walmart bought TV-maker Vizio. Tune in to the discussion with our analyst Ross Benes and Alison Gensheimer, head of Nielsen marketing.

But brands are starting to migrate off-site with ad placements on social media and streaming TV to reach consumers further up the funnel. Everyone wants in on the retail media game. While grocery and consumer packaged goods remain the core of retail media鈥檚 growth, many specialty retailers have been jumping on the bandwagon, including Best Buy and Chewy.

US connected TV (CTV) ad spend will continue to grow through 2027, when it will reach $40.90 billion, according to our forecast. Apart from a small bump next year, ad spend on TV (including broadcast and cable TV) will decline over the next few years. Still, TV鈥檚 share of total ad spend is larger than CTV鈥檚, indicating it remains a key player in marketers鈥� ad strategies.

Walmart is launching its first shoppable video series: The first episodes of the holiday-themed 鈥淎dd to Heart鈥� will be available on Roku, TikTok, and YouTube beginning on Dec. 2.

A recent survey from Disqo found that only 13% of consumers are opposed to ad-supported streaming, down from 36% in 2022; ads are a small pill to swallow if it means reducing the potential $1,236 US households spend yearly on streaming services. Netflix has restated its commitment to increasing the value of its ad-supported tier, which drives larger average revenues per user than its ad-free tiers.

On today's podcast episode (part 1), we discuss what publishers can do about GenAI that summarizes answers, how to strike the right ad load balance, and who has the best 'what-to-do-about-social-media' strategy. "In Other News," we talk about what social app BeReal's next move will be and why X (formerly Twitter) is pivoting to CTV. Tune in to the discussion with our director of Briefings Jeremy Goldman and analyst Daniel Konstantinovic.

Measurement standardization would allow advertisers to optimize their investments more effectively across streaming platforms. As CTV grows, so does programmatic. Accounting for almost 90% of CTV display ad spending this year鈥攁nd over 10% of linear TV ad spending鈥攑rogrammatic is an important piece of the puzzle.

So it seems like maybe some other streaming services are saying, "Hey, why can't we also create an event around sports and use that as a hook to pull people into our streaming platform?". Daniel Konstantinovic:. Yeah, I mean Netflix notably until recently lacked a major sports rights deal.

US connected TV (CTV) ad spend will grow 63% between this year and 2027, for a total of $40.90 billion, according to our forecast.

The Walt Disney Co.鈥檚 recent moves, including the full acquisition of Hulu and adjustments in its content investment strategies, underscore a pivotal phase for the growth of the entertainment giant鈥檚 streaming business.

Average CPMs across major US streaming services are trending downward as Netflix and Disney+ lower the rates they solicited soon after launching ad-supported tiers in late 2022.

To streaming, mainly. Streaming made up a 38.7% share of time spent across all TV viewing, according to Nielsen. Viewers spend the most time with YouTube (9.2%) and Netflix (8.5%). US time spent with digital video鈥攚hich includes streaming, as well as mobile, desktop, and laptop鈥攕urpassed linear TV last year by 1 minute, according to our forecast.

I think the last podcast we were on, we talked about how there's something like 25 streaming services now. The competition is increasingly crowded and fierce, and I think it's going to be a challenge for Roku to cut through all the clatter. Marcus Johnson:. Yeah.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

TikTok users are spending half of their time watching videos that are 1 minute in length or longer, according to The Information.

On today's podcast episode, we discuss how much ad spending will grow this year, whether there are more reasons to be optimistic or pessimistic about consumer spending, and what today's most interesting ad spending trends are by media and company. "In Other News," we talk about a deal to bring video ads to Spotify鈥檚 app on Roku and how Amazon's second year of streaming Thursday Night Football is going. Tune in to the discussion with our analyst Paul Verna.

A hurting US ad market is showing signs of recovery. Our forecast predicts 3.8% growth in overalUS media ad spend this year, for a total of $353.86 billion. Magna upped its US ad spend forecast for 2023 YoY growth from 4.2% to 5.2% in September. And in August, the US ad market achieved two consecutive months of growth for the first time since last June.

On today's podcast episode, we discuss whether people will ever buy items they see in TV shows, if online ratings are broken, a relaunched Amazon Shipping trying to compete with UPS and FedEx, if CNN and sports can move the needle for streaming service Max, whether the continuing partnership between Target and Starbucks is boosting curbside pickup, where we got gas before gas stations, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Blake Droesch and Paul Verna.

Streaming and the New Digital Ad Economy鈥� summit. Here are four trends on where CTV is headed. 1. CTV is outpacing every other major ad format. CTV will outpace every other major ad format we track, with a growth rate of 21.2% this year. In the next four years, only retail media鈥檚 growth will surpass CTV.