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Nearly half of respondents had searched for 鈥渂ooks, music, or 惫颈诲别辞鈥� on social channels, making it the most searched category, per our research. Fashion and beauty were popular searches as well. Gen Z is also hunting for experiences. Nearly a third of respondents searched for events, our survey found.

On today's podcast episode, we discuss what happens next now that sports-focused streaming service Venu Sports has been blocked, how to get customers onboard with your AI-infused products and services, how the streaming bundle is changing, the US considering a breakup of Google to address its search monopoly, the most sort after plane seats, and more. Tune in to the discussion with host Marcus Johnson, director of reports editing Rahul Chadha and analysts Ross Benes and Max Willens.

Video streaming penetration now outpaces TV. More viewers (92.9%) watched an on-demand/streaming service than live TV (83.1%) in H1 2023. The oldest age cohort (55 to 64) noticeably underindexed in this form of content consumption, at 83.1%, and is the only grouping that still favors broadcast TV over streaming video. Smart TV ownership shot well past the 50% mark this year.

The growing availability of display-based, streaming, and off-site ad inventory will entice advertisers to shift spending toward more branding-focused campaigns. Retail media鈥檚 success will lay the foundation for commerce media to flourish.

The strong CTV viewing growth underscores the shift from traditional TV to streaming, with YouTube capitalizing on this trend as more people watch it on larger screens. We estimate that roughly 4 in 10 ad dollars YouTube makes in the US comes from CTV. The platform has attracted diverse advertiser budgets, but short-form video competition from Instagram Reels and TikTok remains a headwind.

Discovery over the planned launch of Venu Sports succeeded in temporarily blocking the streaming service. The company has framed Disney鈥檚 blackout as an existential threat. Streaming services have steadily eaten into pay TV鈥檚 market over the last few years, but the rise of ad-supported subscription streaming and the transition of sports to digital channels threatens to accelerate that trend.

Video streaming services, podcasts, video games, and retail media networks all sell inventory upfront. Read the full report, Digital Video Forecast and Trends Q2 2024.