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Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. TV viewers. Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. US in Perspective. A higher percentage of people in the US consume long-form content than in any other country in the world.

The ecommerce giant’s launch of ads on Prime Video instantly gave it the largest audience for an ad-supported subscription video service in the US.

Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. TV viewers. Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Executive Summary. Globally, time spent with media peaked last year.

Video-on-demand viewers. Social media/messaging users. Digital audio listeners. TV viewers. Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Middle East and Africa in Perspective.

Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. TV viewers. Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Latin America in Perspective. Latin America dominated worldwide GMI rankings in terms of time spent with media, device ownership, and media adoption.

Amazon integrates Freevee content with Prime Video: Viewers gain access to ad-supported shows while Amazon streamlines its media ecosystem for advertisers.

A hot mic moment revealed Disney’s advertising audience: The company’s Q4 earnings came with AVOD revelations and significant gains in India.

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

Two-thirds of US TV viewers (66%) would rather watch ads and save $4 to $5 a month than spend the money to ditch ads, according to June 2024 data from Hub Research. That’s up five percentage points from June 2023. Netflix, Amazon Prime Video, Hulu, and Max all have ad-supported tiers now, and consumers benefit by saving a few dollars along the way. Advertisers can capitalize on these cost-saving behaviors by reaching consumers with messaging that emphasizes discounts and deals.

Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. TV viewers. Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. Central and Eastern Europe in Perspective.

CTV ad spending has seen double-digit growth in recent years, but tariffs and economic uncertainty could lead to a flat 2025.

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

Streaming ad loads haven’t changed much lately. To a viewer accustomed to watching Netflix without ads, 9 minutes of ads per hour may seem like a lot. But that’s still much lower than linear TV, which has about 15 minutes of ads per hour.

Ad-supported streaming now drives most new subscriptions: Platforms are embracing ads as a primary monetization strategy, not a fallback.

FAST shows no signs of slowing down: From the Roku Channel to Tubi, FAST continues a path of acceleration that will be bolstered by economic uncertainty.

Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. TV viewers. Traditional media users. Vlog/influencer viewers. Creator/influencer membership site users. Device ownership. Smart TV owners. Smartphone and tablet owners. *Please note that we do not discuss China in-depth in the East Asia and Oceania report because we have broken it out into its own report.

In September 2024, Shopee launched a new partnership with YouTube, enabling users to purchase products directly on the video-on-demand platform. Bukalapak.com exited ecommerce to seek greener pastures. Facing fierce competition, the company announced plans in January 2025 to cease selling physical goods on its platform.

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

YouTube strikes deal to broadcast first game of the NFL season: The move responds to fans embracing digital for sports and presents an opportunity for advertisers.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

As one of the hottest areas of digital advertising, CTV ad spending’s streak of annual double-digit increases could end thanks to tariffs.

Total time spent with media per day in the US is no longer growing meaningfully, but there will still be significant churn between devices, activities, and platforms as consumers choose how to spend their time.