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Follow us on Instagram. Episode Transcript:. Marcus Johnson (00:00):. You know what you should do? You should partner with 蘑菇AV on data-driven marketing materials. That's what you should do. Our customer reports give 蘑菇AV media solutions clients the opportunity to generate new category insights through original surveys and analysis.

A quarter of US adults recently cut their spending on video streaming subscriptions due to inflation, per a Morning Consult survey. Slightly less cut back on music streaming subscriptions (24%) and cable or satellite TV (23%). Across all entertainment categories studied, more adults either didn鈥檛 pull back or didn鈥檛 pay for the product or service in the first place.

鈥淲e expect US CTV ad spend to exceed $21 billion [in 2022] and $26 billion [this year].鈥�. This isn鈥檛 due, in part, to more inventory coming online. The end of 2022 saw major players Netflix and Disney+ launch their ad offerings. Mid-tier streaming services have seen significant ad growth as well, suggesting a fairly even distribution of good fortune across the industry.

Amazon Prime Video ads launched today, defaulting Amazon鈥檚 163.3 million US viewers into its ad-supported tier unless they pay a premium to opt out. This is good news for Amazon鈥檚 $44.26 billion dollar retail US media business. But who could this move hurt?

Nearly a third of the US population will be free ad-supported streaming TV (FAST) viewers by 2027, accounting for a total of 114.5 million viewers, according to our September 2023 forecast. That large audience base, coupled with the rise of new players and the abundance of ad inventory, is making FASTs increasingly appealing to media planners鈥攅specially those on a budget.

Tell us more. Oscar Orozco:. Yes. Well, it's something that, for example, it wasn't in my purview about a year ago. It's something I wasn't thinking about really.

In 2024, in-app video ads will capture over 30% of total US mobile advertising spend for the first time. Driven by placements in social media, YouTube, and OTT apps, in-app video ad spending will increase 20.4% YoY in 2024 to reach $61.11 billion. It will account for over half (58%) of the $105.93 billion in US video ad revenues and nearly 90% of mobile video ad revenues.

Netflix Q1 shows growth is becoming harder to achieve: Paid sharing will prove dividends鈥攁s will strength in global markets.

Netflix comes in second (173.7 million), followed by Amazon Prime Video (163.6 million), Hulu (130.7 million), and Disney+ (115.8 million). In time spent, Netflix takes the No. 1 spot, with viewers spending an hour per day on the platform, followed by Hulu (53 minutes), YouTube (50 minutes), Disney+ (23 minutes), and Prime Video (21 minutes).

US digital ad spending in the entertainment industry will grow faster than in almost any other industry over the next two years.

While most US consumers are more likely to buy from brands with good loyalty programs, according to Bond, 58% of those ages 18 and older told Dynata they鈥檙e less loyal to brands due to rising costs. And 65% of consumers had recently canceled memberships to cut costs as of Q1 2022, per PYMNTS.com and sticky.io.

US mcommerce sales will reach $558.29 billion in 2024, representing 44.6% of total US ecommerce sales, per our November 2023 forecast. Shopping via CTV is still relatively new to consumers, so it may take a while for it to become as widely adopted as mobile shopping. This was originally featured in the eMarketer Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.

鈥淚 think of it as a Netflix-like ad model for games,鈥� said Madden. Cloud gamers are an engaged audience that behave somewhat similar to CTV viewers. Because getting access to a free cloud game server involves a queue for a rig to open up, gamers tend to use smartphones during that wait time, per Madden.

For one, original content spending on Prime Video is high; for every $1 Netflix spent on content last year, Amazon spent $3. Amazon鈥檚 handling of its ad-supported launch has also received blowback from consumers, and subscription growth is stagnating for most leading services. The MrBeast deal targets all three of those pain points.

US B2B video ad spending is projected to jump from $1.33 billion in 2022 to $2.45 billion in 2025; the percentage of B2B digital ad spending allocated to video is expected to increase from 12.5% in 2023 to 13.9% by 2025. Our take: While imitative of TikTok's model, a curated professional video feed could help LinkedIn facilitate learning and career development.

Users on Netflix this year are spending on average 18 minutes to choose what they want to watch. An increase of decision making of 50%. Marcus Johnson:. That's pretty true. Zach Goldner:. ... versus 2019. So choose what you want to watch and just prepare the come the holidays when you're sitting next to your family to watch that next holiday flick.

Meanwhile, the number of US cord-cutters reached a historic high this year. For the first time ever, nearly one-third (33.1%) of US households will cut the cord. Making matters worse, streaming viewership inched ahead of TV in July. These factors, plus a general economic and spending downturn and higher ad prices, mean US TV ad spending will steadily decline over the next few years.

YouTube is the preferred podcast platform among US listeners of this medium, according to Morning Consult. Spotify takes second place, followed by Apple Podcasts and Pandora.

You mentioned Netflix and Disney Plus as some other competitors as well. Any thoughts on the challenges that YouTube's staring down at the moment? Evelyn Mitchell-Wolf (09:00):.

CTV ad spend will grow as the ad businesses for Netflix and Disney+ mature. But for now, YouTube leads competitors in both time spent and ad spend. For 2024: Embrace the pivot to digital. It鈥檚 where viewers are spending an increasing amount of time and where ad formats tend to be more shoppable. 3. Cookies are going away, for real.

CPMs for ads on FAST services range from $10 to $15, significantly lower than the $25 to $47 CPMs on premium streamers like Hulu and Netflix. This affordability makes FAST an attractive option for advertisers looking to maximize their reach without breaking the bank.

And they'll be able to offer this mega thing, and they'll be up there with Netflix and I guess Amazon Prime. Amazon Prime, Zach is right to credit us. Marcus, you should be using our numbers because the viewership is more important than subscriptions. They've got Amazon way out in front here because most households in the US are Amazon Prime households, and so you just get this service.

For the first time, US adults will spend more time per day with digital video than with TV this year, according to our forecast, as the cord-cutting revolution takes hold. Total time spent with digital video and TV will remain just over 6 hours per day, the same amount it鈥檚 been since 2020.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.