蘑菇AV

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

OTT companies do earn ad dollars outside of CTV. Subscription OTT services, for instance, will earn $2.48 billion in ad revenues on mobile or other devices in 2026. But their bread and butter will remain CTV, where they will generate 84.7% of their ad sales in 2026, for a total of $16.23 billion across devices. CTV also serves ads for a small but rapidly growing part of retail media ad sales.

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.

Disney鈥檚 password-sharing changes didn鈥檛 boost subscriptions鈥攜et: The company saw a slight dip in Disney+ subs as it faced a tough holiday period.

Comcast gives details on its spinout of several NBCU cable networks: As Peacock takes center stage, legacy TV networks must adapt to stay relevant.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

Digital Video Forecast and Trends Q1 2025 (蘑菇AV subscription required). US Sports Streaming 2024(蘑菇AV subscription required).

Netflix and YouTube are siphoning subscription revenues from pay TV鈥檚 losses. By the end of 2025, more than half of US video subscription revenues will go to streaming services.

Time spent with sub OTT video is steadily increasing, for example鈥�31 minutes in 2019 will increase to 53 minutes this year. Meanwhile, BVOD has seen similar, if less marked, gains鈥攔ising from 20 minutes to 28 minutes over the same period. Digital video time is thus set to overtake traditional TV time next year.

In part one of this two-part podcast episode, we discuss some predictions for 2024 that are too specific to be 100% certain about but could still come true, including: which subscription video-on-demand (SVOD) platform Apple will likely buy, where metaverse playgrounds will spring up, and what the ruling between Google and the US Department of Justice will be. Tune in to the discussion with our vice presidents of content Suzy Davidkhanian and Paul Verna and analyst Max Willens.