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Social networks鈥� 2024 audience of 26.3 million is surpassed only by traditional TV viewership (29.0 million). Click here to view our full forecast for Canada social network user penetration by age. Annual user growth has leveled off. Growth will be just 2.0% this year and even less throughout the rest of our forecast.

None of the FASTs accounted for more than 1.7% of total traditional TV and CTV viewing time, according to February 2024 data from Nielsen鈥檚 The Gauge. YouTube outranks all in time spent among streaming services. YouTube is a juggernaut that combines aspects of streaming video, social media, and traditional TV, depending on which of its products consumers use.

The goal of the Viewer Experience Lab is to help the TV industry understand and improve their advertising environment across traditional and emerging channels to provide better viewer experiences.

Traditional search engines are falling out of favor with consumers as they rely more heavily on retailers鈥� digital properties for product research. These behavior shifts are causing advertisers to move spending away from traditional search engines to retail media.

Traditional pay TV services include cable, satellite, telecom and fiber operators, multiple system operators (MSOs), multichannel video programming distributors (MVPDs), and major TV broadcast and cable networks. Virtual multichannel video programming distributors (vMVPDs) are internet-delivered live TV services (e.g., Hulu + Live TV, Sling TV, YouTube TV).

鈥淚 don鈥檛 think it would take budget from streaming TV in the sense of a TV commercial, because they are two very different offerings.鈥�. Selling short-lived touchpoints. Up to 40% of pause events come from live content during big tentpole events, NBCUniversal reports.

鈥淲e're in an era of continuous discovery, where consumers are receiving relevant information from a plethora of sources, making the traditional linear marketing funnel fundamentally broken,鈥� Garcia said. That means brands need not only to reach those customers, but to be able to drive conversion anywhere discovery happens. To do this, Garcia advised that retailers:.

That figure nearly matches the total for traditional TV viewers (232.2 million) and exceeds the total for subscription OTT (sub OTT) viewers (226.4 million). Digital audio is so mainstream that listener growth will inevitably be slow going forward. Any media that achieves widespread penetration will eventually hit a user growth wall, as digital audio did in 2021.

Consumers' video-watching habits are moving away from more traditional forms of TV. Meanwhile, shopping via livestream is on the rise. 49.0 million US consumers will make at least one purchase during a livestreaming session this year, a growth of almost 20% (19.3%), per our October 2024 forecast.

Faced with booming media rights costs and legalized gambling, broadcasters, streaming services, and leagues are navigating how to stay innovative, remain profitable, and keep sports accessible for everyone. Media rights costs for major sports have surged dramatically, posing a significant challenge for traditional broadcasters like NBC and Disney.

Apple TV+ offers free weekend: A blend of traditional tactics and tech strategy aims to boost subscribers ahead of Severance Season 2.

OTT subscription revenues will exceed traditional TV subscription revenues for the first time in 2025, according to our forecast. If digital pay TV services like YouTube TV and Sling TV are excluded from OTT, then OTT subscription revenues won鈥檛 pass traditional TV until 2026. YouTube鈥檚 US subscription revenues will exceed $10 billion in 2024.

CTV is eating into traditional TV ad spending. This year, CTV will account for over a quarter of total TV ad spending. But traditional TV remains strong among national brands seeking a wide reach, and we expect TV spending to outsize CTV significantly for the foreseeable future.

CTV ad innovation benefits OOH advertising: The prevalence of digital billboards and small screens is helping the OOH sector reverse traditional media鈥檚 declines.