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But even if TikTok is banned or sold in the US, 33% of US influencers believe Facebook Reels will become the dominant platform for short-form videos, followed closely by Instagram Reels at 32%.

Digital pay TV services have grown from 700,000 US households in 2015鈥攚hen Sling TV was launched鈥攖o 17.8 million households in 2024. Digital pay TV will account for one-fourth of total US pay TV subscribers in 2024. These services have attracted cord-cutters as well as cord-nevers. Some viewers who leave cable and satellite TV are adopting digital pay TV alternatives.

FAST viewership in the US is expected to rise steadily from 111.5 million viewers in 2024 (representing 32.6% of the population) to 125.4 million by 2028, which will account for 35.8% of the population. The Roku Channel is projected to lead the US FAST landscape with 83.4 million viewers; Tubi follows closely with 74.6 million.

狈别迟蹿濒颈虫鈥檚 US ad revenues will total $0.95 billion this year, per our forecast. That鈥檚 just 0.9% of total US video ad spend. But 狈别迟蹿濒颈虫鈥檚 ad business is less than two years old, and revenues will hit $1.24 billion come 2025. While 狈别迟蹿濒颈虫鈥檚 ad figures may be low, its time spent figures are mighty.

The number of companies that generate more than $1 billion in annual US CTV ad sales grew from two in 2020 to five in 2024

US digital video ad spending will reach $93 billion this year, on its way to over $143 billion in 2026. Its growth will outpace digital ad spending鈥攁 barometer of how important video is to the ad industry. Additionally, native video ad spending鈥攚hich is made up mainly of outstream ads鈥攊s on track to top $38 billion this year and will grow at double-digit rates through 2024.

YouTube is positioned to be an advertising powerhouse. It鈥檚 one of the original digital video players, courting advertisers at a time when connected TV advertising is climbing. The platform鈥檚 Google ties offer it a more trustworthy reputation in the US than TikTok. And use is already extremely high. But YouTube鈥檚 high standing also makes growth difficult. Here are five charts summarizing YouTube鈥檚 position and potential.

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.

The US isn鈥檛 the only country with serious talks of TikTok bans. Japan, the UK, Germany, and France are all countries with over 15 million TikTok users each that could be left with a lot of time on their hands if TikTok bans succeed.

YouTube pause ads grow with smart TV rollout: As YouTube explores passive ad formats, it must balance ad revenue with audience satisfaction amid mixed reactions from users.

Streaming services struggle with ad delays and slates: Latency and unfilled ad slots frustrate viewers and impact the performance of streaming ads, decreasing brand recall and program enjoyment.

According to our February forecast, about 80% of US Prime Video viewers watch the service with ads, giving it a US audience of 130.4 million. Its aggressive push into the ad-supported market has forced major competitors to lower their CPMs.

Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.

In 2022, US digital video ad spending surpassed TV ad spending for the first time, and our forecasts show them continuing to drift apart through 2027. This year, CTV will make up nearly 30% of the digital video pie, and that percentage has grown significantly over the past several years. This explains why and how ad budgets are shifting from TV and other forms of digital video to CTV.