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The Roku Channel takes first place in value among free ad-supported TV services. Among US users of these services, 84% said it provides excellent or good value. The CBS app holds the No. 2 spot, cited by 80%.

Are Disney+, HBO Max, Hulu, Discovery+, and Peacock on their way from five to two? Our analyst Jeremy Goldman thinks it could happen by 2025. He shared his thoughts on a recent 鈥淏ehind the Numbers鈥� podcast.

In December 2022, ITV Hub officially became ITVX to help the broadcaster better compete with its video streaming competitors. It offered a new and improved product experience along with exclusive programming鈥攁nd it looks to have worked. Streaming hours were up almost 50% three months after launch, while the service hit 1 billion streams a month later.

Why this matters: tvScientific鈥檚 platform for ad targeting and measurement includes partners across some of the most-viewed streaming services and TV networks, including Hulu and NBCUniversal, and has already attracted brands like Electronic Arts and Foot Locker.

On today's podcast episode, we discuss how all the different TV terms fit together, to what degree subscription revenues are moving from pay TV to streaming, who's winning the "digital pay TV" race, and how the new sports streaming service from Fox, ESPN, and Warner Bros. Discovery could change everything. "In Other News," we talk about what a new sponsor logo placement from the WWE will look like and how the US ad market is getting on to start the year. Tune in to the discussion with our analyst Ross Benes.

Every major streaming company鈥攁nd some not so major ones鈥攊s investing in live sports. As they compete for broadcast rights, they鈥檙e seeking advertisers. Exclusive inventory is a draw, but benefits like first-party data and the ability to execute on lower-funnel objectives are also helping streamers woo live sports advertisers.

Ad-supported streaming and live sports are accelerating pay TV鈥檚 decline: The largest pay TV providers lost 5 million subscribers in 2023, while SVOD鈥檚 market share grew.

The symbiotic relationship demonstrates the growing convergence between social media and music streaming platforms鈥攁nd emphasizes platforms鈥� focus on reducing friction in the music discovery and consumption process.

The rise of OTT streaming and short video on social media has propelled a rapid increase in video advertising for most industries. Retail lagged far behind the average in video ad spending, but it has started to close the gap over the past five years.

On today's podcast episode, we discuss the one major hurdle to AI adoption that's not being discussed enough, the smart tech that's missing from your life, how to get X closer to its former glories, if it would be better to have an AI boss than your current human one, a grizzly consequence of global warming, and more. Tune in to the discussion with guest host Bill Fisher, and analysts Evelyn Mitchell-Wolf, Carina Perkins, and Max Willens.

The BBC iPlayer and Netflix鈥檚 streaming service both launched in 2007, and by 2014, there were nearly 20 million CTV users, per our forecast. That number more than doubled by 2020; steady increases have followed and will continue. Rapid replacement cycles will see smart TVs proliferate.

55% of Gen Z adults access streaming TV through someone else鈥檚 subscription, according to a December 2023 DISQO study.

Trickle down: The costs of web publishers and streaming services paying more to ISPs could be passed to consumers and disproportionately affect internet users in rural areas. Since rural areas often have fewer ISP options, ISPs could slow or block web content if those customers aren鈥檛 willing to pay extra.

Amazon debuts at Upfront Week, showcasing its ad-supported streaming services and more: It鈥檚 a strategic move to expand its digital advertising reach.

On today鈥檚 podcast episode, we discuss the potential audiences for some of the world鈥檚 biggest sporting events; how brands and marketers can better monetize these audiences; and how TV and streaming rights might shake out in the near future. Join host Bill Fisher, our analyst Paul Briggs, forecasting writer Ethan Cramer-Flood, and vice president of content Paul Verna for the discussion.

The growth is related to a greater amount of content available from streaming services but is more directly due to smart TV penetration in the country. More than half of households in Canada own a smart TV, making internet streaming for CTV readily accessible. Time spent with CTV is eating into linear TV time.

Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

US viewers will spend 10 more minutes each day with digital video this year, per our June 2023 forecast, and streaming platforms will compete for their share of that viewership and its accompanying ad revenues. From Amazon鈥檚 ascent in streaming advertising to the growing use of AI in content and potential consolidation among streaming platforms, here are three predictions for video in 2024.

Leveraging AI and cloud streaming capabilities will depend on consumer interest, and any actual value for users hinges on whether Netflix can create games that stack up against their own IP. This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

YouTube could be an exception as more creators license their content to streaming and CTV services. Branded content will become more common. Brands could sponsor an existing creator series, hire a creator to develop original content, or collaborate on programming in other ways, like product placement. YouTube Shorts will rise as an influencer marketing platform.

32% of US adults are watching subscription video-on-demand (SVOD) services less because they are watching more on free streaming services, per a July 2023 Aluma Insights survey. For 34% of US adults, viewing behaviors across streaming services haven鈥檛 changed as a result of free streaming services.

WBD, Fox, Disney team up to shake up sports streaming: The companies will launch a Hulu-like streaming venture with access to each network鈥檚 linear sports content.

Streaming services were busy increasing subscription prices. It has become more expensive to avoid advertising, which is swaying more viewers to put up with ads.

We project over half of the US population will be watching content from at least one ad-supported streaming service monthly by 2026, up from 41.8% in 2022.