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With party games, GTA, and AI-powered development, Netflix is diversifying. But inconsistent strategy and low TV gaming interest could make this a tough sell.

What you got for us. Paul Vernon:. Yeah, I think with Netflix really jumping into the fray of live sports, it's certainly a big change for them. If you recall, Netflix had famously sworn off advertising and we know how that turned out. And they had done something very similar with live sports where they said they just weren't interested.

The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.

The number of generative AI (genAI) users in the US will grow by 16.8% in 2025, making up 34.0% of the population, according to our June 2024 forecast. We forecast US smartphone users will have 18.33 apps installed this year, a decrease of almost 1% (0.9%) from 2024.

Amazon scores a win with 鈥淏east Games鈥�: The reality series from controversial YouTuber MrBeast attracted 50 million viewers.

Netflix, Disney, and Amazon lead relief efforts for wildfire victims: Corporate and celebrity donations underscore the intersection of disaster response and cause marketing.

70% of US adults trust Amazon, according to May 2024 data by All 蘑菇AV Cookies. Amazon ranks the highest in consumer trust, following Google (65%) and Netflix (64%)鈥� higher than trust in the US government (28%).

Among an industry-diverse group of winning platforms, Netflix will emerge with the fastest digital ad revenue growth this year.

Netflix and Amazon hosted their first in-person upfront events this May. Few streaming services exclude advertising anymore. 蘑菇AV half of all US CTV ad spending will be sold upfront in 2024. Click here to view the full forecast for upfront/NewFront CTV video ad spending. Flexibility is still fashionable.

Netflix鈥檚 ad tier is less than two years old, but is growing due to its password-sharing crackdown and high demand for connected TV (CTV) advertising. One in 10 US Netflix users will opt for its ad-supported tier next year, and the company鈥檚 US ad revenues will surpass $1 billion, per our March 2024 forecast. Here are five charts demonstrating the progress Netflix has made 鈥攁nd the potential it still holds for advertisers.

Social fuels streaming: Netflix invests in BookTok sensation 鈥淭wisted Love鈥� as TikTok reshapes publishing and adaptation strategies.

US streamers will see $66.23 billion in OTT subscription revenues this year, per our December 2023 forecast. Most of that money will come from the biggest players鈥�Netflix, Disney+, Hulu, YouTube, and Paramount+鈥攂ut over a third ($22.91 billion) will come from other streamers. This potential subscription and ad revenue are why brands like Chick-fil-A and the Dallas Stars NHL team are launching their own streaming services. Here are the driving forces behind the growth of these niche platforms.

US adults will spend 1 minute less with media this year than in 2022, although the longer-term topline trend is stable. Among formats and platforms, CTV is grabbing share, mobile is approaching a plateau, and Netflix and TikTok reign supreme.

YouTube's US TV share reaches record 9.7% in May: The platforms surpasses Netflix and dominates streaming鈥檚 market share with nearly 25%.

Almost two-thirds of US consumers polled by Comcast Advertising in December 2023 spent more than 6 minutes searching for something to watch. How many people use FASTs? Almost one-third of the US population (111.5 million people) will use a FAST service at least once per month in 2024, per our estimates. In 2018, only about one-tenth of the US population used a FAST service.

It was supported by tech giants such as Google, Facebook, Netflix, and YouTube. Telecommunication providers and ISPs like Comcast, Verizon, and AT&T were prominent critics of the rules. And industry group America鈥檚 Communications Association (ACA) called net neutrality an 鈥渦nwarranted internet takeover鈥� and deemed the ruling a major victory.

Meta will nab a far bigger share of US digital ad spend (21.3%) than YouTube (5.6%) or Netflix (0.3%) this year, despite accounting for a nearly equal share of US time spent with digital, according to our June 2024 forecast.