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Last month, JCPenney announced it was partnering with Bazaarvoice Visual Syndication Network to collect and post user-generated content (UGC) on its website鈥檚 product display pages. The department store is hardly the first retailer to recognize the value of UGC鈥攐ver a quarter (28.4%) of ecommerce marketers in North America believe that images/video from real customers (aka UGC) is the type of visual content that impacts purchase decisions the most, according to a May 2023 survey from Nosto.

Despite a crowded streaming field rife with advertising competition, Netflix鈥檚 record Q4 for subscriber growth and strong holiday performance solidified its place as a leader for premium streaming inventory. Its two Christmas Day NFL games were the most-streamed in the league鈥檚 history, and 鈥淪quid Game鈥� season 2 quickly became one of its biggest hits.

Live concert streaming could create a model for global artists to reach Indian audiences through digital platforms.

Here's how our analysts see the changing landscape of video and the medium's role in the future of ecommerce. Tuning out digital pay TV. In 2020, linear TV accounted for 72.2% of the total time US viewers spent watching video on TV screens, according to our forecast. In 2024, linear TV only made up only 56.5%.

Amazon鈥檚 ad launch will define streaming for years to come: In less than a year, Prime Video became a top dog in streaming advertising.

Our take: As ad-free streaming services grow, Rembrand's AI-powered approach to product placement could provide brands a scalable way to reach ad-resistant audiences.

2025 is a crucial year for Netflix鈥檚 future: The streaming leader鈥檚 first sports rights deal begins in days, teeing up future opportunities.

YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform鈥檚 new suite of features introduced last week include Communities, a fan鈥檚 ability to boost creators鈥� videos, generative AI (genAI) video tools, and gifting. These innovations mimic what鈥檚 working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.

A third (33%) of US influencers believe that if TikTok is sold or banned in the US next year, Facebook Reels will become the next major player in short-form video, per August 2024 data by First Insight. Instagram Reels is close, at 32%.

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.

Among households that watch other popular streaming services, at least 80% also watch content on Netflix, per the Advertising Research Foundation (ARF). Advertisers should avoid hitting the same household too often with the same ad across streaming platforms.

Roku鈥檚 original content gives it an edge in CTV: A deal with Google highlights how content offerings allow Roku to reach viewers outside its hardware net.

The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

New AI tools promise to boost Shorts content, but a flood of formulaic videos could make creators disappear in the algorithm noise.

Streaming ad loads haven鈥檛 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鈥檚 still much lower than linear TV, which has about 15 minutes of ads per hour.