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It is one of the most common digital activities in the world, but many of these viewers won鈥檛 yet be watching OTT video via familiar platforms like YouTube or formats like paid sub OTT streaming鈥攁lso known as subscription video-on-demand (SVOD). OTT video entertainment is mainstream and available almost everywhere, but billions of people still haven鈥檛 come onboard.

The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

Forty percent state they are increasing ad spend for CTV/OTT channels because ads can reach these audiences, with another 38% appreciating the channel鈥檚 ability for precision audience targeting. Thirty-five percent claim CTV/OTT advertising helps them capture declining audiences from traditional TV.

OTT digital video services are now popular everywhere, although fee-based sub OTT is not yet mainstream in every country. The outlook is positive for both free and paid OTT around the world, but growth will slow significantly.

This year, streaming services will finally earn more than traditional TV in subscription revenues.

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鈥擭etflix, 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.

Who will be the MLB鈥檚 new streaming partner? As MLB鈥檚 partnership with ESPN is ending, Apple TV+ could eye a deal to expand its sports catalog.

Asia-Pacific is the most coveted region worldwide for its digital video streaming growth. And the OTT video segment has been gaining steam as audiences increasingly crave high-quality content. However, players have had to stay innovative as they cope with an array of business challenges that comes along with this diverse region.

Best Buy Ads and Roku enable advertisers to use Best Buy鈥檚 first-party data to target and measure CTV campaigns across the streaming platform. This was originally featured in the Retail Media Weekly newsletter. For more marketing insights, statistics, and trends, subscribe here.

Tariffs may make smart TVs, streaming devices, and game consoles more expensive, affecting downstream media engagement. Nintendo has delayed Switch 2 preorders amid market uncertainty, pushing back not only hardware rollout but also the ad campaigns that would typically accompany a major launch. Theme parks and concerts may cool.

OTT and online video. The 11.2% YoY decrease in online video eCPMs in Q2 2024 corresponds with our estimate of an 11.8% decrease in YouTube鈥檚 average CPMs during the same period. OTT video eCPMs saw a smaller decline of 3.3% YoY. This was likely driven by more inventory and downward ad pricing trends on premium streaming services including Netflix, Disney+, and Max. Digital display.

Why marketers should understand the differences between CTV and OTT. Why it mattered:. Jargon often complicates the ad industry, and the growth of CTV in 2024 makes a universal dictionary to navigate the space even more crucial.

As connected TV takes center stage in advertising, brands are turning to creative strategies that capture attention and maintain audience engagement. Strong branding and frequent updates to campaigns are key to staying ahead in the competitive streaming space.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

Digital ad spend tops $300 billion in 2024: Video dominates growth, driving display advertising's share and reshaping ad strategies through social and OTT.

We classify FAST as a subset of ad-supported video-on-demand (AVOD) streaming. FASTs represent the free side of streaming advertising. Ad-supported tiers of subscription streaming services like Hulu and Peacock are not part of FAST. Most of the content on FAST services is old and licensed. Entire channels are built around shows such as 鈥淏aywatch鈥� and 鈥淢idsomer Murders.鈥�