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Beyond the chart: As more streamers like Netflix and HBO Max pivot to ad-supported video, having a strong foothold in the market is a win for platforms. YouTube is in decent shape despite competition, as nearly half of all US viewing for the platform is now happening on TVs, according to our forecast. More like this:. Audience measurement is the biggest question in this year鈥檚 upfronts.

We estimate FAST services will be used by 29.6% of the US population this year, driven by their accessibility (some FAST channels come pre-installed on smart TVs), large and diverse content libraries, and consumer fatigue for subscription services amid an uncertain economy.

That will change, both as streamers such as Netflix and Disney+ increase their ad inventory and free ad supported TV (FAST) channels such as Tubi and Pluto TV gain popularity. In 2024, CTV will only account for $0.13 of the US digital ad spend per hour spent with digital per adult, compared with mobile, which accounts for $0.51, according to our 鈥淭ime Spent With Connected Devices 2024 report.

The ad-supported video streaming market is getting more crowded. AI, retail media, and CTV: What you missed at POSSIBLE 2024.

Free ad-supported streaming television (FAST) platforms such as Tubi have ramped up their content offerings and are forecast to surpass 10 billion in revenue by 2027 from under $4 billion in 2022, according to Omdia.

Streamers, pay TV sue to block click-to-cancel: The FTC鈥檚 attempt to standardize digital cancellations may have an uphill battle.

CTV鈥檚 share of daily digital media time is still rising and will top 25% this year, due in part to rapid growth in sub OTT and ad-supported video-on-demand (AVOD) time. Meanwhile, social networks鈥� share is slowly declining, from 18.1% this year to 17.7% in 2025. Social time on CTVs is negligible.

However, given the major AVOD push coming from Prime Video, Freevee might eventually be rolled into Prime. Due to this uncertainty, we are not projecting Freevee鈥檚 viewership past 2024 for now. Read the full report, US OTT and Pay TV Viewership Forecast 2024.

The rise of free ad-supported streaming (FAST) emerged as an area of focus, with Samsung Ads' Justin Evans sharing insights into this rapidly growing space during a session on unlocking FAST's opportunity for marketers.

Free ad-supported streaming TV channels are adding viewers and growing their revenues. By 2027, nearly one-third of the US population will view these services, which include The Roku Channel, Tubi, and Pluto TV (the last two owned by Fox and Paramount Global, respectively). Amazon-owned Freevee is also in the mix.

Amazon is doing it organically through its ad-supported video content, including its exclusive license for the NFL鈥檚 Thursday Night Football franchise and its ad-supported Freevee streaming service. Other retailers are getting there through partnerships, notably Walmart with The Trade Desk and The Kroger Co. with Roku.

The Latin American economy is on the upswing, with digital innovation in the driver鈥檚 seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.

Proliferating AVOD options will keep CTV flying high. CTV ad spending will be the fastest-growing major ad channel in 2023 and second only to retail media in the coming years. CTV advertising will also be one of the few metrics that accelerates this year. New ad-supported subscription tiers are the growth story.

The Yahoo/Publicis study found viewers pay more attention to ads on paid, subscription-based apps and ad-free/ad-supported tier hybrids (like Hulu) than to ads on free ad-supported streaming TV (FAST) services, like Tubi, or smart TV channels on FASTs, like Amazon鈥檚 Freevee. Listen to the full podcast. This was originally featured in the eMarketer Daily newsletter.

At $830 million in spend, the platform will pull in less than a third of ad-supported video rival Roku鈥檚 $2.56 billion this year. 鈥淲e're not going to advertise the way normal streaming services do, which is titles and all these prestige brands that they have,鈥� said Hahn. What does this mean for marketers and brands beyond the big game? Take the risk.

This is accelerating the ad-supported VOD (AVOD) market. Netflix has already introduced an ad-supported tier in the UK. Disney+ will follow closely behind, with a similar option likely in early 2023. Meanwhile, the TV manufacturers that have skin in this game have been reporting increasing engagement with ad-supported options鈥攖hough their findings might be considered somewhat self-serving.

OTT advertising refers to ads delivered over the internet independently of a traditional pay TV service that appears on any screen, including subscription video-on-demand, free ad-supported streaming TV, and virtual multichannel programming distributors. This can include ads served on mobile, desktop, and tablet devices, as well as smart TVs.

Should marketers care about free ad-supported streaming TV? 3 considerations for organic, paid social from Wendy鈥檚 and other brands. 3 best practices for better CTV advertising. 4 CTV trends to watch: Collapsing funnel, Gen Z, and more. More Chart of the Day:. 6/9 - Make it discount. 6/8 - Google鈥檚 biggest rivals. 6/7 - Social鈥檚 slow show. 6/6 - App-y shopping. 6/5 - In AI we trust?

Roku is negotiating with Major League Baseball for exclusivity on some games and is teaming up with the NBA on a free ad-supported streaming (FAST) offering. ESPN, Amazon, and Warner Bros. Discovery are negotiating for NBA streaming rights. Fox, Warner Bros.

For example, other advertisers may have doubted the idea of a dialogue-free video creative. But for the launch of Nitro Pepsi in March 2022, the brand worked with TikTok creator Khaby Lame, who is known to 162.1 million followers for his silent short skits.

CTV is growing the fastest of all categories we track at 21.2% in the US this year, thanks in part to more ad-supported video-on-demand options from Netflix and Disney+. Hulu, YouTube, and Roku are well ahead of the new players, but each year there are more ad dollars to go around. Still, CTV advertising is 鈥渘ot growing like it once was,鈥� said Cramer-Flood. 鈥淣othing is.鈥�.

Ad-supported video-on-demand (AVOD) services are increasingly available and adopted in Canada. Netflix launched an ad tier in late 2022, at the same time that Pluto TV arrived in the country. Connected TV ad spending will surpass C$1 billion ($768 million) for the first time this year. Double-digit annual growth in connected TV (CTV) ad spending will persist for the remainder of our forecast period.

Amazon will benefit from a new kind of growth model in 2024, thanks to its ad-supported video-on-demand initiative with Prime Video. By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets.

Teaming up with GroupM, Amazon is developing shoppable content for its free ad-supported streaming TV channel on Prime Video and Freevee. 鈥淓ven if [livestream shopping] doesn't work for Amazon, finding ways to incorporate buying in shows is smart for them,鈥� Lebow said. 6. Fenty.

The ad-supported part of SVOD would be like if you pay for Hulu, it'll have ads, but you're still paying for it, which would also be AVOD, and the last category under the AVOD side then would be FAST, which is just free streaming, that is ad-supported like Tubi. Marcus Johnson:. Yeah. All right, perfect.