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It鈥檚 the No. 1 way to access long-form content via over-the-top (OTT) services, according to Roku and Fuse Insights鈥� 鈥淰ideo-on-Demand Evolution 2024鈥� report. These OTT options include subscription video-on-demand and ad-supported video-on-demand. CTV formats, which include smart TVs and streaming sticks, are well above other access devices for streaming viewership in Canada.

US subscription over-the-top video viewers will grow just 1.9% this year, per our forecast, reflecting a market where companies will fight over inches rather than miles. At the same time, consumers report frustration with the rising cost of subscription video: A July Hub Research survey found that US adults spend $82 monthly on streaming subscriptions and are only willing to pay up to $87.

Attitudes have shifted as ads have become more common on platforms like Amazon Prime Video and Netflix. 74.8% of US OTT video service users will watch ad-supported video-on-demand (AVOD) in 2025, per our October 2024 forecast. That鈥檚 up from 47.3% in 2020.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform鈥檚 massive potential for advertisers. Between Shorts, YouTube鈥檚 flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube鈥檚 reach is.

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.

Linear TV is no longer a growth industry, so marketers should start preparing for a future where more and more of their TV-style spots go to OTT platforms. CTV is picking up the slack, resulting in a combined market that will grow from 2024 through 2027.

Conversely, the number of US adults using over-the-top video services will jump from 254.2 million this year to 270.6 million by 2028. What鈥檚 next: The separation is good news for Peacock, which has seen significant revenue gains in recent quarters thanks to sports content like the Paris Olympics and can spend aggressively without linear鈥檚 decline dragging it down.

Only active TV watchers and active sub OTT viewers will spend more time with their selected media than digital audio listeners. And active radio listeners will still spend nearly as much time with their radios as gamers do with their games.

254.2 million people in the US will watch OTT video this year, per our February 2024 forecast. YouTube is close behind, with 241.8 million people watching on the platform.

The OTT landscape has gained a raft of new competitors in recent years. We don鈥檛 forecast viewership for Disney+ and AppleTV+ in Canada, but their later arrival in the country than the mainstays like Netflix doesn鈥檛 mean they haven鈥檛 captured sizable audiences. Advertisers are benefiting from a massive expansion of video ad opportunities.

Time spent with sub OTT video is steadily increasing, for example鈥�31 minutes in 2019 will increase to 53 minutes this year. Meanwhile, BVOD has seen similar, if less marked, gains鈥攔ising from 20 minutes to 28 minutes over the same period. Digital video time is thus set to overtake traditional TV time next year.

The line between digital out of home (DOOH) and connected TV (CTV) advertising is blurring as advertisers invest in small-screen formats at gas stations, in bars, on transit, and everywhere in between.

And that's really a lot of this sub OTT platforms. The Max's the Netflix's the Disney+'s, so that's where a lot of this time is coming from. Ethan Cramer-Flood (08:09):. I don't know if you mentioned, but so CTV is up over two hours now. So you mentioned it was at 59 minutes just a few years ago. Now it's well over two hours. Oscar Orozco (08:16):. Well over two hours. Marcus Johnson (08:17):. Okay.

OTT companies do earn ad dollars outside of CTV. Subscription OTT services, for instance, will earn $2.48 billion in ad revenues on mobile or other devices in 2026. But their bread and butter will remain CTV, where they will generate 84.7% of their ad sales in 2026, for a total of $16.23 billion across devices. CTV also serves ads for a small but rapidly growing part of retail media ad sales.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

FAST viewership skyrocketed from 2019 to 2021. Now that these services are relatively mainstream, growth has settled down. But FAST remains one of the top-growing subcategories within the OTT ecosystem.

Retail media networks (RMNs) have a lot of data and a healthy amount of inventory. But selling on-site inventory to advertisers can be complicated. Connecting retail media data with off-site ads on places like social networks and connected TV (CTV) is even more complicated. RMNs can鈥檛 do everything related to selling and serving ads on their own, especially if they want to capitalize on off-site placements.