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Since buyers will spend 55 minutes more per day with digital video than traditional TV, attaching brand messages to engaging video content can boost recall during purchase decisions. Advertisers can run self-serve in-stream ads ahead of publisher videos in LinkedIn's feed, which measures 99% brand safe, according to the company’s analysis.

Gen Z will watch long-form videos, but they prefer short-form digital videos, according to our data. Read the full report, B2B Video Marketing in 2024.

Total daily time on YouTube—which we categorize as a digital video platform—surpasses TikTok by 4.5 billion minutes. TikTok’s short videos equal billions of minutes of view time each day. Just how addictive are TikTok videos? The total amount of time US adults spend with them per day amounts to well over 8,000 years. (Yes, years.). TikTok is currently the No. 2 social app in total minutes.

Collective TV integrates CTV and retail media: Albertsons' new platform offers advanced ad solutions, driving digital video ad growth through shoppable content.

What’s changed is consumer media consumption habits and how advertisers reach them: Viewers have shifted from mostly linear TV to a mix with CTV—including streaming and digital video. Listenership has shifted from mainly terrestrial radio to digital audio streaming and podcasts. In addition, social media has changed consumer behavior. Digital’s share is now higher than we expected.

CTV is still one of the fastest-growing channels in advertising, fueled by Netflix, Disney+, Max, Amazon Prime Video, and more adding ads to their platforms. But the previously skyrocketing channel has matured, leaving a new TV landscape where advertisers must contend with balancing ads between linear and CTV and buying inventory even as volume shrinks. Here are five key stats advertisers should know about CTV.