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Second behind only the US. In average daily time spent with total media by adults, Canada lags the US alone in the countries we forecast. Digital will account for 61.7% of media time in 2023. That share increases every year, after surpassing traditional media for the first time in 2017. Ten years ago, it was just 37.3%.

Netflix said, "Hang on, our margins are much slimmer than yours. If anything, you should be paying us to have our content on your networks.". Marcus Johnson:. That's brazen. It's because content is king, content being the streaming stuff. But the pipes, the pipes are the ace. Without the pipe...

Walmart could partner with Netflix. The streaming giant is trying to grow its ad business and Walmart wants to grow its media offerings. The resulting alliance would be a win-win, said Droesch. Walmart may team up with TikTok. 鈥淲almart is doing a lot to promote livestreaming,鈥� said Canaves. A TikTok collaboration could help both companies push US social commerce.

Netflix is already addressing affordability issues in the UK, though its ad-supported tier isn鈥檛 free like BVOD alternatives. Disney+ may join the bandwagon this year, following its US launch of an ad-supported tier, but again will charge a fee, albeit a reduced one. The harsh economic reality is that UK consumers are growing ever more judicious with their subscription spend.

And while interactivity is nascent in the UK, signs from the US indicate it鈥檚 an area that CTV practitioners might soon look to leverage. This year, we forecast that more than a third of digital buyers in the US will be shoppable media buyers. This incorporates more than just CTV, but there鈥檚 clear intent in the UK to push this type of content.

The US, in particular, is having a loyalty crisis. More than half (58%) of US adults are less loyal to their favorite brands, higher than the global average and the second-highest rate among the countries we track. This lack of loyalty is being driven by the rising cost of goods.

The US coverage in the Global Media Intelligence Report includes poll results about consumers' media habits, including device ownership and time spent with media.

Ads > devices: A manufacturer of streaming media equipment with more than 58.7 million active users in the US per our forecast, Roku now relies more heavily on ad spending and content distribution than device sales. Only 12% of the company's revenue comes from the selling of devices.

A few reasons why they shouldn't sell, why they should keep it, first of all, in the US, Hulu is the third-largest streaming service. It's got 130 million viewers. That's 40 million behind Netflix, 30 behind Prime Video, and 10 million more than Disney+ according to our forecast crew.

Having gotten used to consistent monthly charges thanks to subscription-based services like Netflix, consumers now want the same from their banks. Subscription pricing gives them better visibility into what they鈥檙e getting for their money and the flexibility to pay for what they can afford. UK-based neobanks Monzo and Revolut give banks examples to follow.

Amazon鈥檚 control of 77.0% of the US retail media market, per our forecast, will contribute to the lack of standardization, as the giant doesn鈥檛 have much motivation to work with smaller players on measurement. But that won鈥檛 stop advertisers from seeking a standard.

The UK is the third market to get this service, following the US and Germany. It enters an already crowded space in the UK but offers yet another OTT outlet for viewers in the country. OTT video viewer numbers will thus rise more quickly than we previously forecast. We鈥檇 already expected a steady rise in viewers across our forecast horizon.

We forecast that YouTube will bring in $2.89 billion in US CTV ad spending this year, second only to Hulu, which Disney is fighting for full ownership of.

In Meta鈥檚 most recent earnings call, Zuckerberg said WhatsApp鈥檚 number of daily active users and message sends in the US 鈥渒eeps gaining momentum.鈥� We expect WhatsApp to have 67.6 million US users in 2024, up 2.1% YoY. It鈥檚 hard for brands to break into private chats, but creating shareable content is one way to do so.

Despite the steady growth of streaming services and the higher-than-ever rates of cord-cutting among US consumers, some doubt was cast on the effectiveness of streaming and connected TV measurement this year thanks to a deluge of new ad-supported offerings and addressability issues on CTV devices.

Households that watched subscription video did have, on average, 2.8 of those services, but that number hadn鈥檛 risen year over year and was much lower than the US average of 4.8. Beyond canceling subscription services, 18% of respondents in Germany had switched services in the prior quarter, according to Kantar鈥攁 greater share than in the US or Britain.

OTT will account for more than half (53.5%) of US video subscription revenues by 2025, when it will reach $71.92 billion, according to our December 2023 forecast.

Over a quarter of digital time is spent with a CTV, but less than 10% of US digital ad dollars flow into CTV.

We have with us Jeremy Goldman. He is our senior director of all things briefings. He's based in New York City. Coming to us from the studio again. Welcome back to the show, Jeremy. Jeremy Goldman (00:49):. Happy Giving Tuesday. Marcus Johnson (00:50):. Hello. We're also joined by our analyst who writes for our marketing advertising briefing.

HBO and the Oscars fought for Sunday鈥檚 primetime viewers: The finale of blockbuster show 鈥淭he Last of 鲍蝉鈥� aired during Hollywood鈥檚 biggest night.

The Media Rating Council is an industry self-regulatory body established in 1963 at the request of the US Congress. It鈥檚 responsible for auditing and accrediting measurement solutions across media types, channels, and ad formats. It also develops and enforces measurement standards and guidelines. The JIC.

On today's podcast episode, we discuss how the upcoming giant sports streaming service from Fox, Warner Bros. Discovery, and ESPN benefits The Walt Disney Co.; what will happen when Hulu and Disney+ combine; and why Disney is now choosing to invest so much in Epic Games. "In Other News," we talk about what to make of Roku's current market position and what YouTube Premium has taught us about ad-free video. Tune in to the discussion with our analyst Ross Benes.

Roku is making gains outside the US, too; in Mexico, it was the top selling smart TV operating system for the second quarter in a row.

Internet users in Central and Eastern Europe may increase their video streaming if services like Netflix produce more content tailored to the region. Central and Eastern Europe in Perspective. The internet users of Central and Eastern Europe are plugged into their smartphones and social media.