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That extreme spike mostly derives from Amazon switching all Prime Video users to ad-supported video-on-demand (AVOD) status in early 2024, but healthy OTT ad increases will continue beyond this year. Amazon crosses categories more than any other ad industry player: Most of this income will count as CTV ad revenues, and all of it will count as retail media revenues as well.

The rest will go to a smorgasbord of smaller formats, such as free ad-supported streaming TV (FAST), videos on news and sports websites, esports services like Twitch, YouTube alternatives like Vimeo, and adult content (pornography). Click here to view our full forecast for US time spent with digital video. Among the major video formats, social video is growing time spent the fastest.

Netflix and Max still maintain the lightest ad loads, according to July 2024 MediaRadar research, while Paramount+ is on the higher end鈥攁pproaching the number of ads served per hour on FAST channels. Unfortunately, a lower number of ads per hour can result in higher CPMs.

Click here to view our full forecast for ad-supported video-on-demand (AVOD) CPMs. There鈥檚 a lot of room for Netflix to grow its young ad business. US adults spend nearly as much time watching Netflix as they do watching YouTube, per our forecasts. However, YouTube鈥檚 2024 gross ad revenues will be more than 17 times greater than Netflix鈥檚.

What it means: FAST channels are key to holiday marketing success. There will be 115.6 million FAST viewers in the US next year, up 3.7% YoY, per our forecast. Ad spend on connected TV (CTV) will rise 15.8% in 2025, reaching $33.35 billion. 4. AI lends helping hand.

To view the full forecast for ad-supported video-on-demand (AVOD) viewers by provider, click here. Sources. Adweek. Business Insider. Digiday. Netflix. Nielsen. The Information.

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.

Ad-supported subscription tiers from the big streamers, greater penetration of smart TVs, and free ad-supported streaming TV (FAST) channels all bode well for the CTV ad market. The triopoly dominates Canada鈥檚 digital ad market. Google, Meta, and Amazon account for three-quarters of spending in Canada, much higher than what they claim in the US and UK.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Attitudes have shifted as ads have become more common on platforms like Amazon Prime Video and Netflix. 74.8% of US OTT video service users will watch ad-supported video-on-demand (AVOD) in 2025, per our October 2024 forecast. That鈥檚 up from 47.3% in 2020.

Amazon will benefit from a new kind of growth model in 2024, thanks to its ad-supported video-on-demand initiative with Prime Video. By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets.

We are not yet able to break out time spent with the newly emergent free ad-supported streaming TV (FAST) video platforms鈥攁 subset of ad-supported video-on-demand (AVOD) that does not fit under sub OTT. FAST services likely represent the largest portion of the time unaccounted for in the chart above.

Disney will attract major attention at Upfronts: Ad-supported subscribers surpassed 157 million, giving it a leg up over the competition.

The news: Amazon has decided to discontinue Freevee, its standalone free, ad-supported streaming (FAST) platform. The service's content will transition to Prime Video in the coming weeks, marking a significant shift in Amazon's streaming approach. This move follows Prime Video's introduction of ads earlier this year, which effectively eliminated the need for two separate platforms.

Our take: Roku鈥檚 Q3 results confirm the company鈥檚 resilience in a crowded streaming and ad-supported video landscape. By effectively managing platform revenue growth and maintaining robust user attention through initiatives like new FAST channels, Roku shows it can continue to capture ad revenues even against giants like Amazon and Google.

So the amount of time that people are spending in front of video is a huge drop in TV time, increase in subscription OTT, fast channels, whatever, all the streaming kind of things. And it balances out and we're all spending about as much time in front of the big screen as we used to. Marcus Johnson:. Okay. Oscar Orozco:. And consider audio too.

One place this is evident is in the increasing popularity of FAST (free ad-supported streaming TV) channels. These channels further supplement viewers鈥� hunger for additional content without driving up their monthly bills. Plus, FAST channels offer a return to the linear TV experience of always-on content, eliminating the need to swim through a sea of on-demand content just to find something to watch.

FAST channels like Pluto TV and Tubi have also added inventory to the video advertising mix. Sources. GWI.