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The number of streaming services with at least $1 billion in US connected TV (CTV) ad revenue is set to quadruple from 2020 to 2026, per our March 2024 forecast. The boom isn鈥檛 without its growing pains, though. Advertisers still need to face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement. We delve into these three challenges and provide solutions.

Where and how Gen Alpha consumes content: From YouTube to Netflix to Roblox. Kids and AI: From usage to education and risks.

This would put Tubi ahead of most major streaming services except YouTube, Netflix, and Amazon. Why it matters: As a free ad-supported service, Tubi has an advantage in reaching viewers. Its eclectic content library also differentiates it. However, Tubi faces discoverability challenges without being preloaded on smart TVs like some competitors. 4. ByteDance will sell TikTok to a US company.

By 2026, CTV will account for 20.0% of time spent with media per day by adults in the US, compared with 11.5% in 2020, but it will still only garner 8.1% of total ad spend, per our June forecast. Meanwhile, the share of time spent with linear TV per day by US adults will drop to 21.3% by 2026, and have 11.2% of total ad spend. Despite the growth of CTV, viewers are outpacing ad dollars.

Next year, US connected TV (CTV) ad spend will hit $26.92 billion. This market has grown by double digits each year since we began tracking it in 2017, and it will continue to do so through the end of our forecast period in 2026.

On today's podcast episode, we discuss how all the different TV terms fit together, to what degree subscription revenues are moving from pay TV to streaming, who's winning the "digital pay TV" race, and how the new sports streaming service from Fox, ESPN, and Warner Bros. Discovery could change everything. "In Other News," we talk about what a new sponsor logo placement from the WWE will look like and how the US ad market is getting on to start the year. Tune in to the discussion with our analyst Ross Benes.

Netflix will have a particularly strong showing this year. Its 173.7 million US viewers will average an hour and three minutes (1:03) per day on the platform this year, per our September 2023 and February 2024 forecasts. Despite an increasingly crowded field, Netflix is the subscription OTT platform to beat when it comes to viewership and time spent.

Amazon Prime Video, second most viewers in America behind only Netflix according to our forecasting team. We're talking viewers, not subscribers. 157 million. That's just 10 million shy of Netflix in the US, but it's 30 million ahead of third place Hulu, 45 million more than Disney+, and it's twice as big in terms of viewers as fifth place of Max. So it doesn't have too far to go to catch them.

That means the vast majority of the 288.9 million global Amazon Prime households (with 94.5 million in the US) will now become ad-supported viewers. By comparison, Netflix reported that it had reached 15 million ad-supported subscribers as of November 2023, with total global subscribers across tiers reaching 247 million.

Beyond the chart: As more streamers like Netflix and HBO Max pivot to ad-supported video, having a strong foothold in the market is a win for platforms. YouTube is in decent shape despite competition, as nearly half of all US viewing for the platform is now happening on TVs, according to our forecast. More like this:. Audience measurement is the biggest question in this year鈥檚 upfronts.

US Bureau of Labor Statistics. Winmo. World Federation of Advertisers.

Some 30% of US adults across generations are streaming password-sharers. Beyond the chart:. Netflix had success with its password-sharing crackdown, encouraging moochers to pay for its cheaper, ad-supported tier. Now, Disney+, Hulu, and ESPN+ are aiming to do the same thing. Those platforms may not be able to replicate Netflix鈥檚 success, since they have smaller audiences and are less ubiquitous.

This year, time spent with digital video will officially surpass time spent with TV among US adults. Video advertising is also moving toward digital as advertisers set their sights on connected TV and social video, and even take advantage of retail media networks鈥� video opportunity. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising.

Trading places: This year, 137.9 million people are viewing pay TV, versus 125.2 million who have cut the cord, instead streaming content on platforms such as Netflix and watching live TV on distributors like Hulu + Live TV and YouTube TV. By 2024, there will be 143.6 million US non-pay TV viewers and 123.8 million pay TV watchers.

In fact, all FAANG companies (Facebook, Apple, Amazon, Netflix, and Google) except Facebook are among the top 15 US OOH advertisers, according to Kantar and the Out of Home Advertising Association of America.

There is nobody at Netflix that is worried about Disney+. It's not even apples to apples, it's multiple streaming services for Disney+, it's not even one. Netflix has seen growth in their user now it's global numbers, I think it was up 16, they were saying in global user numbers. Versus Disney+ in the US is just relatively flat.

鈥淲e spend so much time talking about Netflix and Disney+, but neither of those companies will break a billion dollars in ad revenues this year, according to our forecast,鈥� our analyst Evelyn Mitchell-Wolf said on a recent episode of the 鈥淏ehind the Numbers鈥� podcast. 鈥淵ouTube gets two thumbs up.鈥�.

Meta gained a strong hold over the US social media app rankings last year, with Instagram, WhatsApp, Messenger, and Facebook all boasting the highest numbers of downloads, according to Apptopia. Messaging app Telegram broke into the top 10 this year, as did relative newcomer BeReal.

A May 2022 Collage Group survey found Tubi ranked fourth in terms of usage among black audiences, behind only Netflix, Hulu and Prime Video. In 2022, 21% of Tubi鈥檚 total audience was Black. Roku, Pluto TV, and Tubi will account for nearly 4 billion in US CTV ad revenue this year. The ad viewing experience on FAST channels varies by platform.

Cross-platform success has encouraged platforms like Netflix and Disney+ to explore more sophisticated product placement strategies targeting younger consumers. 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.

US adults will spend 4.1% less time on Netflix in 2025 than they did in 2021, but they鈥檒l increase time spent by 4.2% with other subscription OTT services, according to our forecast. The opportunity: Spread your CTV ad budget.

Why Hulu matters: In the US, Hulu is the second-largest streaming service just behind Netflix, and is expected to reach 130.7 million viewers this year, per our October forecast. But with Comcast, Disney, and others launching their own branded, flagship streaming services, Hulu鈥檚 place in the mix is unclear.

In 2024, US viewers will spend 36 minutes daily with YouTube, per our forecast鈥攋ust above Netflix at 34 minutes, but far above the 9 minutes with Disney+. Larger moat: That strong viewership means the company is in a powerful position to reshape the streaming measurement and advertising processes according to its own needs.