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With over-the-top video paid subscriber growth expected to flatten over the next few years, lower-cost tiers can keep revenues rising and give users more control over their viewing experience. The long-term success of Premium Lite will depend on whether YouTube can strike the right balance between delivering value and protecting its core ad business.

The news: US connected TV (CTV) ad spending will grow 16.8% this year, reaching $33.48 billion, while time spent with CTV will grow 6.9%, per our forecast. 70.7% of the US population will be CTV users in 2025, and this is expected to grow to nearly three-quarters of the population by 2029. In contrast, time spent with desktops and laptops will fall by over three million viewers by 2029.

Some 18.1% watched influencer videos, while 6.3% paid to follow. Both figures were slightly below the US ones. Device Ownership. Smart home product ownership in Canada is relatively high, at 23.3%, ranking No. 7 globally. Since 2019, ownership rates for these appliances have almost doubled from 12.6%. Canada ranked No. 43 globally in smartphone ownership (averaging 96.3%).

Unlike both France and the UK, Germany鈥檚 total time spent with video (traditional TV and digital video) will maintain its pandemic peak through the end of our forecast. Older generations have helped keep traditional TV time comparatively high, but a broader desire for digital video has boosted overall video time to these levels. Traditional media remains strong, but digital is catching up.

As Europe's economy recovers from a post-pandemic dip, growth in digital ad spend and retail ecommerce sales is decelerating, while time spent on digital media is flatlining. But Europe is not homogenous: Digital maturity and growth opportunities vary widely across the region. This deck will:. Explain the current state of digital across Europe as a whole.

Time spent with podcasts is thriving, and companies are tapping into the trend. YouTube is excelling as listeners鈥� preferred podcast platform, while Netflix is rumored to be eyeing video podcasts. Spotify has expanded its Partner Program to better compete in the podcast ecosystem.

With advances including display, video, and off-site formats, Mercado Libre will capture more than half of all retail media ad spending in Latin America, expanding its advertising business across the entire marketing funnel. Amazon, meanwhile, will make a play for more retail media ad budgets in Brazil.

Increased time spent on CTV, social video鈥檚 shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

Time spent with desktops/laptops/tablets was the only time spent category that declined in the US in 2024. All other categories of time spent increased or stayed the same (broadcast radio and music streaming saw no change YoY). Desktop/laptop/tablet time was 3:20 minutes daily, 22 minutes shy of daily time spent with mobile.

Roku delivered strong Q1 results and acquired Frndly TV: The deal boosts live content and supports subscription growth without overspending.

Canada ranked No. 2 worldwide among the countries we forecast in time spent with digital, accounting for 63.0% of total media time. Daily time spent with digital media is nearing a ceiling, as annual growth is now incremental. Amid the slowdown, we鈥檙e still seeing small net gains YoY across almost all digital formats and devices.

Time spent with digital devices in the UAE was slightly below regional averages. Daily desktop/laptop/tablet time spent averaged 3:26, 8 minutes less than the Middle East and Africa average. Mobile device time spent stood at 4:16 daily, 15 minutes below the regional average. Video streaming adoption in the UAE was above the regional average.

It was just over half the regional average, perhaps due to the lagging position in daily time spent with digital devices. Time spent with print press was 34 minutes. Media Adoption. Video streaming adoption in Mexico was the highest globally. Some 96.9% of respondents reported using video streaming services. Mexico was also a leader in music streaming at 84.9%.

Readership of print and online press in Central and Eastern Europe was well below time spent in other regions. Time spent with print press was just 25 minutes, 16 minutes below the global average. Time spent with online press was 46 minutes, 13 minutes below the global average.

More than one-third of Gen Z respondents in Latin America watched influencer videos. That鈥檚 the highest rate globally, slightly ahead of South and Southeast Asia. For all ages, the Asian regions (including East Asia and Oceania) and Latin America showed greater adoption of influencer videos.

Moreover, New Zealand led in time spent with online TV/streaming, at 1:28 daily, 14 minutes above the regional average. This indicated a strong appetite for video content, with an emphasis on digital and on-demand viewing options. Taiwan. Time spent with digital devices in Taiwan significantly exceeded the regional average.

The Philippines was No. 2 in the region for video streaming adoption. With 95.9% of respondents using video streaming, it was slightly ahead of the regional average of 95.6%. That鈥檚 up from 92.8% five years ago. Time spent with digital media in the Philippines was among the highest in the region. Daily mobile device usage averaged 5:26.

Because a share of time spent with video overall, all the time people spend with video, YouTube or social video or whatever, it is ticking up a touch, which is impressive to be able to grow it fast enough to be able to gain even more, a greater share of the video pie. Sorry, Oscar. Oscar Orozco (15:40):.