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We forecast that by 2024, digital audio will make up a fifth of all time spent with digital media in the US. Nearly 75% of US internet users will listen to digital audio this year, per our forecast. Digital audio will claim 2 hours, 20 minutes (2:20) per day from US listeners this year, which is more time than Netflix (1:02), Hulu (0:53), or YouTube video (0:48), according to our report.

Total media ad spending in the US will pass the $350 billion mark this year, but growth is slow at just 3.8%, according to our forecast. 鈥淭hat is not great compared to almost anything in recent memory; however, there is a U-shape to this line,鈥� our analyst Ethan Cramer-Flood said during our 鈥淯厂 Digital Ad Spend Outlook鈥� webinar. Connected TV and retail media will prove to be bright spots, but social media could be a challenge.

You mentioned engagement, so TikTok, close to an hour a day being spent on TikTok in the US by TikTok users. That's just shy of how much time people spend with Netflix in the US. Evelyn, TikTok isn't where the internet is going. One minute on the clock, make the case. Evelyn Mitchell-Wolf:.

What fueled interest: Prime Video鈥檚 introduction of ads in Q1 was a market disruptor and major shift that forced Netflix to lower CPMs. The company鈥檚 May Upfronts represented a turning point in streaming ads' maturation process. Its streaming success encouraged the tech giant to raise ad loads in 2025. Advertising on Amazon became more expensive, though RoAS remained strong.

AVOD penetration will reach 45.5% of US consumers this year and will exceed half the nation鈥檚 population by 2026. That popularity has prompted holdouts like Disney, Netflix, and HBO to launch ad-supported subscription tiers. But unlike those, Tubi鈥檚 advantage is that it鈥檚 entirely free. Tubi may be one of the smaller streaming services, but it鈥檚 growing rapidly.

Disney recently kicked off its own password-sharing crackdown, which (like Netflix before it) will likely create a steady stream of new subscribers who will choose the service鈥檚 lowest-cost entry point.

Most US Gen Alphas use YouTube. Around 79% of internet users under age 12 will watch YouTube monthly in 2024, versus 7.5% for TikTok, 6.8% for Instagram, and 5.0% for Facebook, per our forecasts. It has strong brand affinity among kids. Gen Alphas named YouTube the coolest brand in a 2023 Beano Brain survey cited by SGB Media, beating the likes of Netflix and Amazon.

Disney is also reportedly working on similar capabilities to buy products featured in films and TV shows, and Netflix recently partnered with Google to create a shoppable integration for 鈥淓mily in Paris鈥� viewers. 4. GenAI video creation. GenAI can help CTV advertisers create assets for ads.

In-app ads will drive US mobile ad spending past $200 billion in 2024.

Meanwhile, the devaluation of the Argentine peso will make streaming services billed in US dollars unaffordable for many consumers, which helps explain the country鈥檚 below 40% penetration rate. Netflix reigns supreme as others battle for second place. Netflix dominates paid streaming in Latin America.

Ad-supported tiers have entered the scene on Netflix, Disney+, Max, and, most recently, Amazon Prime Video. On platforms where growth is slowing due to high user penetration, password-sharing crackdowns combined with lower-priced ad-tier offerings can boost subscriber numbers, a strategy that鈥檚 been successful for Netflix. And platforms have much to gain with more eyes watching ads.

You mentioned Netflix and how they benefited from this, Antenna reporting that immediately after its crackdown on password sharing, Netflix had the four largest days of US user acquisition since it began tracking subscriber numbers. 3.5 million signups in June alone, I believe the crackdown started end of May time.

These go-getters鈥攚hich include Amazon, Apple, Instacart, Microsoft, Netflix, TikTok, and Walmart鈥攁re not advertising companies at their core. But they have loyal and large consumer followings, valuable first-party data, and the financial wherewithal to compete for US digital ad market share. In 2023, these companies will outperform Meta and Google when it comes to ad revenue growth.

We don鈥檛 forecast user time spent in Canada, but our US and UK forecasts come in at 54 and 58 minutes per day, respectively. That鈥檚 well above other social networks and more on par with time spent on video platforms like YouTube and Netflix. Weekly time spent on TikTok far exceeds the average for social media.

US connected TV (CTV) ad spend will grow 63% between this year and 2027, for a total of $40.90 billion, according to our forecast.

Around 60% of US TV viewers think the number of ads on Hulu, Discovery+, and HBO Max is reasonable. Fewer of them feel the same about Paramount+ and Peacock, while live TV is considered the biggest offender in this respect.

Netflix, for comparison, has 170. So Netflix, 170. Prime Video, 160. This is in the US, of course. And then 42 million for Apple TV+. That's higher than I would've guessed, Jeremy. I mean, nowhere near some of their competitors, but still I thought pretty impressive, all things considered. Jeremy Goldman:.

Connected TV (CTV) ad spend in the US will pass $25 billion this year and continue to grow by double digits through the end of our forecast period in 2027. Even with a challenging market, the format is in decent shape.

At 鈧�9.99 ($10.84) monthly for web users and 鈧�12.99 ($14.09) for mobile users (around the same price as a Netflix subscription), the cost could price out some social media users. For Meta鈥檚 subscription model to be financially viable in the US, monthly rates would have to be even higher to make up for the higher ad revenues per user in the North American market.

Netflix and Disney have begun to see success with this strategy, and there鈥檚 no reason to believe Amazon won鈥檛 either. The FAST landscape will continue to develop and expand. The UK remains some way behind the US in terms of available FAST channels. However, as their popularity increases, new players will emerge.

On today's episode, we discuss whether the most watched program in the US (the NFL) has a looming viewership problem, Disney+ and Hulu joining forces, whether the free returns party is over, ride-hailing apps giving mixed messages, YouTube viewership on TV screens, the best-selling video games in history, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Paul Verna.

Ad industry spending is crawling out of a dark period: The US ad market grew 2.5% in May, the first increase in 11 months.

Even with measurement challenges, 38% of US agencies and brand marketers said CTV was the most valuable channel for achieving ad goals last year, ahead of linear TV, social media, digital video, and paid search, according to Premion. CTV ad spend is on the rise with new ad tiers from Netflix, Disney+, and (HBO) Max, but both buying and measurement are still fragmented. 5.

By comparison, CPMs on subscription streaming services like Hulu and Netflix range between $25 to $47, according to our KPI forecast. Our take: CNN Originals and Roku Sports Channel are the latest entrants into a TV segment that is gaining prominence with both consumers and advertisers.