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Consumers spend most of their daily digital time with mobile devices—and ad spending reflects that. But as viewers shift to ad-supported tiers and streamers add inventory, connected TV (CTV) is closing in.

CTV ad spending has been booming, but not by nearly enough to keep up with consumer behavior.

Total media ad spend in the US will reach $389.49 billion this year, according to our forecast. Over three-quarters (77.7%) of that will go toward digital channels like mobile, desktop/laptop, and connected TV (CTV).

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

The UK is a mature programmatic market, but innovation and evolution continue apace, particularly in the connected TV and out-of-home environments. The next step for programmatic practitioners is to invest in multichannel campaign capabilities.

It is one of the most common digital activities in the world, but many of these viewers won’t yet be watching OTT video via familiar platforms like YouTube or formats like paid sub OTT streaming—also known as subscription video-on-demand (SVOD). OTT video entertainment is mainstream and available almost everywhere, but billions of people still haven’t come onboard.

Another strong quarter for The Trade Desk: International growth and CTV surge, boosted by data-driven advertising and the new Kokai platform.

CNN and Roku want to thrive in the FAST lane: Both are launching free ad-supported streaming channels to lure price-conscious consumers.

Consumers are turning to their TVs for holiday inspiration: 43% of connected TV (CTV) users say TV ads offer useful information on holiday shopping, and 72% would scan a QR code in a TV ad to make a purchase, according to a report from LG Ad Solutions.

Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues. Read the full report, US Forecast Trends to Watch in 2025.

This year’s Olympics were a major opportunity for marketers, both on TV and connected TV (CTV) and on social media. The Games only come around every two years, but the marketing lessons are applicable long after Paris’s crowds have cleared. From a push for generative AI (genAI) to athletes becoming creators in their own rights, here are five takeaways from the Summer Olympics.

OTT and online video. The 11.2% YoY decrease in online video eCPMs in Q2 2024 corresponds with our estimate of an 11.8% decrease in YouTube’s average CPMs during the same period. OTT video eCPMs saw a smaller decline of 3.3% YoY. This was likely driven by more inventory and downward ad pricing trends on premium streaming services including Netflix, Disney+, and Max. Digital display.

Amazon’s overall OTT ad revenues will be a robust $4.72 billion this year, but much of that will derive from Amazon’s legacy ad-supported OTT services like Fire TV, Twitch, and FreeVee. Once we break out Prime Video’s sub OTT figure individually, Prime should look relatively balanced on the chart above. No company leverages its users’ time quite like Meta.

Our OTT subscription revenues forecast doesn’t include Amazon. Because it is not possible to break out how much of Amazon Prime’s subscription revenues are attributable to streaming, we exclude Prime from our OTT subscription revenues forecast.

As 2023 comes to an end, this is the data you need to kick-start 2024.

Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues.

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

In a July Advertiser Perceptions survey of marketers who spend at least $250,000 annually on advertising, 37% of respondents said that connected TV and over-the-top video were better at measuring campaign effectiveness than linear TV.