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By 2026, 10.2 million US children will own a smartphone, per our forecast. YouTube, YouTube, and more YouTube: That鈥檚 where kids are spending their smartphone time. More kids watch YouTube than TikTok, Disney+, and even Netflix. Neary 57% of US kids under 12 use YouTube, meaning YouTube has a higher penetration among the youngest users than among those ages 65 and older, according to our data.

Prime Video鈥檚 ad debut early this year forced Netflix to lower CPMs to $29-$35 from last summer鈥檚 $39-$45 range. Prime Video's default ad-supported offering for 97.2 million US households and its competitive pricing drove significant revenue growth. Ads personalized according to extensive shopper data give Amazon a competitive edge.

US advertisers will spend $27 billion on CTV in 2023, per our forecast, as streaming services like Netflix move to an ad-supported model and US households continue to cut the cord on traditional pay TV. In 2023, the number of non-pay TV households will surpass that of pay TV for the first time.

Though the 157 million figure includes duplicates, the number puts Disney far ahead of Netflix鈥攚hich launched its ad-supported tier around the same time鈥攊n the race for subscribers. In November, Netflix said it has 70 million global monthly active ad-supported users.

In the US, 77% of TV-owning households had a smart TV as of Q1 2023, according to Hub Research. Connected TVs, which include smart TVs, streaming sticks, and other devices, will be used in 115.1 million households next year, more than double the number of traditional pay TV households, according to our forecast.

Our take: We have followed Openbank 鲍厂鈥� growing presence鈥攊ts Instagram following has increased by 800, up from just 31, and the bank now has a Facebook page. Although its social media presence is still far behind its traditional and digital competitors鈥�, its campaign seems to be resonating, attracting customers and deposits.

That will change, both as streamers such as Netflix and Disney+ increase their ad inventory and free ad supported TV (FAST) channels such as Tubi and Pluto TV gain popularity. In 2024, CTV will only account for $0.13 of the US digital ad spend per hour spent with digital per adult, compared with mobile, which accounts for $0.51, according to our 鈥淭ime Spent With Connected Devices 2024 report.

Tubi was launched in 2014 in the US, which allowed it to find its stride during the decade-long rise of streaming. But in the UK, leaders like Amazon, Netflix, and Amazon-owned Freevee make up a significant chunk of viewership across both free, ad-supported TV platforms (FAST) and subscription over-the-top (OTT) video.

Following nearly 25% growth in 2023, US game ad revenues will total $8.59 billion this year, a growth of 6.7% over 2023, per our March 2024 forecast.

Gen Zers鈥� Netflix use is catching up to TikTok use. 5 key stats showing how to reach different kinds of TikTok users after TikTok. Almost all US TikTok shoppers are also using Amazon. Note: Respondents were asked, "What have you done after watching a TikTok video? Select all that apply.".

U.S. Bank. Ypulse.

厂辫辞迟颈蹿测鈥檚 US ad revenues grew by 15.1% this year to pass the $1 billion mark, according to our forecast. And Spotify has about twice as many US listeners (100.8 million) as the next-most used platform, Amazon Music (51.9 million). But Spotify hasn鈥檛 had the standout year it would need for us to consider it the Netflix of audio. Outcome: Incorrect. Prediction: The privacy panic will take over.

US children under 12 prefer YouTube, which has 28.6 million viewers, followed by Netflix (17.2 million) and Disney+ (15.6 million); see chart below. Why it matters: This shift has profound implications for Disney. The company risks losing the next generation of fans, which could affect its broader revenue streams, including theme parks and merchandising.

This year, 27.3% of US podcast listeners will listen on Spotify, and that figure will increase to 28.9% next year. Meanwhile, 21.9% of podcast listeners will consume their content on Apple Podcasts in 2023, a number that will drop to 21.1% in 2024. 3. Ad-supported listening grows at Spotify. 厂辫辞迟颈蹿测鈥檚 podcast and audiobook infrastructure led us to predict it will someday be the Netflix of audio.

After experiencing downturns in recent years, social CPMs are on the rise again in the US, per our forecasts. That鈥檚 a sign that brands could invest more in social media ads amid optimism about the economy.

For example, a Netflix subscription in India costs how much? This was as of February this year for a basic package that isn't ad-supported according to Visual Capitalist. Annual options are, they're all in US dollars, $5.98, $3.38, or $2.82. How much does a Netflix subscription in India cost? A, 5.98; B, 3.38; or C, 2.82. Okay. Jenny and Paul's answers are in. What you going to go for, Jason?

YouTube dominates time spent with media: US adults spend an average of 36 minutes per day on the platform, outpacing Netflix, Hulu, and Facebook, per our forecast, and making it highly attractive to advertisers.

In 2024, more than 180 million US viewers will turn to ad-supported live video platform (e.g., Pluto TV, Tubi, The Roku Channel) and streaming services (e.g., Netflix, Hulu, Disney+). CTV platforms experimenting with shoppable media already have large ad-supported audiences.

Traditional media formats in Canada are losing audience in general鈥攎ore quickly than in the US. TV viewership, radio listenership, and magazine readership were all higher in the US. Only newspaper readership was higher in Canada: 38.0% versus 36.2% in the US. Traditional media adoption is where an age divide is particularly noticeable.

In the US, there will be 35.7 million YouTube Premium subscribers this year, equal to 15.4% of YouTube viewers. The Streaming Wars Are Heating Up in Canada. Five years ago, Netflix was the dominant OTT player on the Canadian scene. Domestic challengers came and went, while services like Hulu and HBO Max weren鈥檛 (and still aren鈥檛) available in Canada.

In India, Germany, and Japan, Prime Video will have more viewers than Netflix in 2023. Prime Video trails Netflix in the US, where stalwart Hulu also commands a huge audience. Hulu does not operate outside of the US, which changes the dynamics of the competition internationally.

According to our February forecast, about 80% of US Prime Video viewers watch the service with ads, giving it a US audience of 130.4 million. Its aggressive push into the ad-supported market has forced major competitors to lower their CPMs.

We forecast that Tubi鈥檚 US ad revenues will pass $1 billion for the first time this year, climbing 19.2% to $1.17 billion. The streaming service also launched in the UK last year in an effort to capitalize on the market鈥檚 FAST viewership boom, though it faces stiff competition from entrenched streamers.

Eight in 10 US Amazon Prime Video subscribers will be ad-supported this year, according to our February 2024 forecast.