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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.

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.

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.

For context, an ad-free Netflix subscription currently costs between $15.49 and $22.99 monthly. Plus, Meta is the only social company that doesn鈥檛 take a cut of creators鈥� subscription earnings, and that could change by next year. Merchandising is the most demanding revenue stream. Consumers are buying physical products from creators.

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.

Click here to view our full forecast for US digital buyers, by generation. Gen Z far surpasses the total population in social media buyers in 2025 (56.0% versus 36.5%). Gen Zers already rely heavily on social media (particularly TikTok and Instagram) for evaluating brands and products, according to our 2024 US Consumer Path to Purchase survey.

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.

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.

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.

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.

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 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...

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�.

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.

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.

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.

So Netflix advertising isn't really material to them yet. Less than a billion dollars a year in the US this year is what we're forecasting their subscription business much larger, probably about 15 times the size. So you have someone like them on the extreme end of fewer than 10% of viewers are ad supported today. They're growing from zero though not too long ago.

Among US adult Gen Z gamers (ages 18 to 25), 89% have watched them, per a November 2022 survey from Comscore Inc. They switch between their consoles and phones. Sixty-three percent of US adult Gen Z gamers play games on their console or PC at least once per week, while 71% play mobile games that often, according to the Kagan survey.

US banking digital ad spending growth has slowed to a trickle and pushed marketers to rethink their allocation strategies. But 2024 looks more promising.

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.

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.

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%.