OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.
Over 260 million people in the US—more than 77% of the population—will watch over-the-top(OTT) video this year, according to a March Ä¢¹½AV forecast. Of these, nearly all will be watching YouTube.
The trend: Most healthcare and pharma marketers plan to increase their CTV/over-the-top (OTT) spending in the next year, according to Nielsen’s Global Annual Marketing Survey. Our take: CTV’s gain of healthcare and pharma ad dollars isn’t necessarily linear TV’s loss. Campaign strategies for linear should focus on brand awareness, while CTV allows drug ads to be highly targeted.