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Put simply, as the most-used subscription streaming service, Netflix has less to gain from bundling than other streamers. Netflix is reaching audience saturation, especially in the US. Offering a multitude of Netflix bundles would be risky because subscribers could switch to discounted bundles, effectively cannibalizing Netflix鈥檚 audience.

On today鈥檚 podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Almost 7 in 10 people in the US are CTV viewers, per our forecast. 蘑菇AV the same amount of people are Prime subscribers, our forecast shows. But CTV advertising has not caught up with the massive amount of time people are spending with streamers. Netflix, Disney+, Max, Tubi, and Paramount all have a time spent share that exceeds ad revenues.

This week, new advertisers enter the podcast space, consumers discourage brand desperation, and brands take notes from Netflix.

Tech giants dominate Hollywood by securing marquee franchises: Companies like Amazon, Apple, and Netflix will outbid legacy media for top intellectual properties.

Disney-WBD streaming bundle sees strong retention: 80% of subscribers stay after three months, outperforming Netflix in that regard.

In seven charts, this report tells the story of some of the most critical trends that digital leaders need to know about in 2024 and beyond.

Netflix sets record with 8.6% of TV viewing as sports fuel broadcast growth: While streaming dominated at 42.6% market share, NFL and college football content helped push broadcast TV up 5% in January.

Advertisers and tech vendors look to capitalize on CTV鈥檚 growing importance in digital advertising.

YouTube is the preferred platform for podcasts, and Netflix wants in: Marketers must recognize podcasts aren鈥檛 audio-only to effectively reach consumers.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

CTVs are also boosting YouTube鈥檚 social media features and accounted for 15% of all Shorts viewing in the US in Q4, per Alphabet鈥檚 most recent earnings call. Our take: YouTube鈥檚 creator-driven ecosystem means that, unlike streaming platforms like Netflix, it doesn鈥檛 require showrunners and production teams, allowing for easy library expansion.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

In 2024, traditional TV accounted for less than half of US total video subscription revenues for the first time. Its share of video subscription revenues will slip to about one-third by the end of our forecast in 2028.