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Some viewers may end up increasing their time with social video. The dearth of new scripted programming and expected glut of reality and game shows may attract some to social platforms where they can watch new content from creators. But others may gravitate toward sub OTT.

Nielsen鈥檚 report shows that these viewers are highly engaged and anything but a monolith, making the benefits of outreach clear. The popularity of sports among Hispanic consumers reinforces the value of its ad space, but as streaming services increasingly offer ways to deliver highly targeted ads, brands have an opportunity to drive even more value out of those costly ad buys.

Over two-thirds (69.3%) of US TV viewers prefer to use a mobile phone or tablet to purchase something they saw on TV, according to an August 2024 survey from 蘑菇AV and Shopsense AI. 71% of CTV viewers always have their phone nearby when watching TV, per LG Ad Solutions. 62% are open to scanning a QR code to checkout on mobile.

Shoppable videos, which feature products and embedded links so viewers can purchase those products instantly, have been shown to boost conversion rates by as much as 30%. A mobile-first strategy is imperative for ecommerce success. Customer acquisition and retention will be crucial in 2023.

The beauty brand's connected TV (CTV) strategy yielded impressive results, including 41 million total impressions, a 37% increase in message association, 66,000 website visits through Roku's Brand Showcase, and strong engagement with viewers ages 18 to 29.

While recent earnings from Netflix showed that established companies are still on top in the video streaming world, they could soon be looking over their shoulders, too.

Our take: Sports will continue to dominate television, as viewers across age groups spend several hours weekly consuming live sports content.

Now, TikTok is coming for Netflix, where adult viewers will spend 61.8 minutes per day watching longer-form content this year. In addition to launching its longest-ever format last week, TikTok is also chipping away at the streaming platform鈥檚 dominance through 鈥渟econd screening鈥濃�攚here users scroll through TikTok and other mobile apps while shows or movies (and potentially ads) play in the background.

And I have to say as a Love Is Blind viewer as well, I also had major issues last year with that reunion, so a lot of viewers might've had this happen twice to them now, so it just reflects poorly. It's not just a sports thing, which is of course where they're shifting a lot of the live programming.

To view time spent watching TV by viewer age, click here. Among Gen Z adults, average time spent with TikTok will inch up by 1.3% YoY in 2024 and by 1.0% YoY in 2025, marking the slowest growth of any generation.

And here's ITV News outlining a worrying decline in older viewership. Speaker 7:. The research also revealed a significant decline in viewers age 65 and over, as they too take up streaming services. A result of what one Ofcom boss called, "an all you can eat buffet for today's viewers.". Bill Fisher:.

Netflix generates more ad revenues per viewer than other streamers, but gap narrows. TikTok leads time spent on social for most US adults. US Time Spent With Media H2 2024 Update (蘑菇AV subscription required). Note: Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a mobile phone while watching TV is counted as 1 hour for mobile phone and 1 hour for TV.

By creating a reality competition series in the vein of Donaldson鈥檚 existing content, Prime Video can cheaply produce a show that attracts Donaldson鈥檚 enormous viewership at a relatively low cost, essentially guaranteeing a hit. Prime Video needs a hit: Amazon made an aggressive push into the video advertising market early this year when it made ad-supported viewing the default tier for Prime Video.

Given that word of mouth is paramount to 惫颈别飞别谤蝉鈥� consumption habits, it鈥檚 up to studios to continually deliver content worth paying a premium for. That may be a tall order.

NBCUniversal is also testing shoppable ads on CTV, rolling out an ad format called Must Shop TV that enables viewers to shop items featured on Peacock TV shows. Social media platforms like TikTok and Pinterest are also offering shoppable media opportunities for brands.

Achieving that on a platform of millions of viewers can be difficult. To replicate that VIP feeling, luxury brands create content giving users sneak peeks into the world of luxury. Many brands found early success on TikTok with unboxing videos, using influencers to give users a window into what it鈥檚 like to buy luxury.

Connected TV (CTV) doesn鈥檛 get all the fun: YouTube is also testing a mandate that viewers disable ad blockers to view content, meaning more eyes on more ads. YouTube is integrating Shorts into video reach campaigns. That means advertisers buying ads on horizontal videos can use YouTube鈥檚 campaign setup tools for vertical viewing as well, making it easier to advertise on the TikTok rival.

And streaming services are of course where so many eyeballs are. So in that context for me, I'm in. One point for you. Marcus Johnson (17:49):. Wow. Paul Verna (17:50):. Thank you. I agree that well, I'll say that Disney has said consistently for a long time now that they see themselves as a streaming-first business and that's the direction they're going in.

The NFL eyes a full season of foreign games: Another rights package could reignite the streaming bidding wars.

According to our forecast, Netflix will hit 172.2 million US viewers this year, and they鈥檒l average over an hour a day on the platform. While TikTok isn鈥檛 quite there in terms of viewers or time spent, it鈥檚 catching up, with 102.4 million users averaging 47 minutes per day with the platform. What鈥檚 closing the gap?

The big takeaway: With its enhancements to Reels ads, Meta is trying to lead the charge in providing innovative ad solutions that engage viewers while broadening options for advertisers. While in many respects the company is playing catchup to TikTok, Reels has made up significant ground in the past year.

CTV viewers are used to QR codes on ads, but click-to-order will be commonplace soon as well. Platforms like Roku are collaborating with partners like DoorDash and Shopify to help viewers purchase directly through their TVs.

Viewers spend an average of $290 annually on products inspired by TV shows, totaling $144.9 billion in retail sales, according to a recent Shopsense.ai survey with 蘑菇AV. Three-quarters of consumers plan to maintain or increase this spending next year. 蘑菇AV forecasts 2024 CTV ad spending to reach $28.75 billion.

Having a unique, multifaceted marketing strategy is critical in a time where brand recognition isn鈥檛 always enough to convince consumers to go to the theater instead of waiting for movies to be available on streaming platforms.

But to Max's point, it's the second-largest streaming player in the U.S. by subscribers, by viewers as well according to our forecast.