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Spotify, Apple, and YouTube own the market. Spotify is the biggest player in the US digital audio market with 36.3% of paid digital audio subscribers in 2023. This year, YouTube Premium (28.6% of subscribers) will take over Apple Music (28.4%). While Spotify鈥檚 share of the digital audio market as a whole will shrink slightly, its podcast listener share is increasing.

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.

Trading places: This year, 137.9 million people are viewing pay TV, versus 125.2 million who have cut the cord, instead streaming content on platforms such as Netflix and watching live TV on distributors like Hulu + Live TV and YouTube TV. By 2024, there will be 143.6 million US non-pay TV viewers and 123.8 million pay TV watchers.

Nor is TikTok the top platform for livestream commerce: Facebook, YouTube, and Instagram are all more popular, even among Gen Z consumers. Merchants are reluctant to sign on. Many are taking a 鈥渨ait and see鈥� approach as threats of a TikTok ban rumble on. Fewer than 100 merchants were selling on the app as of March, per The Information, although the company has since made it easier for sellers to join.

Among US companies, Hulu will rake in the most CTV ad dollars this year ($3.63 billion), followed by YouTube ($2.89 billion) and Roku ($2.19 billion), per our forecast. Use this chart:. Understand how US consumers are watching TV. Illustrate the fragmentation of the CTV ecosystem. More like this:. Advertisers struggle to align ad dollars with the scale of CTV.

Beyond the chart: TikTok already boasts more user time spent than YouTube, overtaking it by nearly 6 minutes per day in 2022, according to our estimates. Now, TikTok is coming for Netflix, where adult viewers will spend 61.8 minutes per day watching longer-form content this year.

YouTube Premium, which allows users to remove most ads, costs $13.99 per month in the US after a July price hike. The platform recently nixed its European Premium Lite tier in an attempt to get users to upgrade.

In the US, Amazon is also losing search share as consumers increasingly turn to social media platforms like YouTube, Facebook, Instagram, and TikTok, per Jungle Scout. As search behaviors change, marketers should diversify their search strategies and ensure consumers are able to find them across digital, social, and physical channels. 2.

The site will launch in conjunction with BuzzFeed鈥檚 Creator Collective, a group of wellness creators who will help drive Goodful鈥檚 content and curated products across TikTok, Instagram, Facebook, and YouTube. BuzzFeed is hoping to evolve its commerce model across all of its brands, Jessica Probus, BuzzFeed's head of content, told Axios.

YouTube surpassed Netflix in terms of average time spent this year, according to our forecasts. YouTube has already proven itself with live events and sports, plus it has creator content to stay fresh even with external factors like strikes. YouTube also surpassed Netflix in popularity among US teens this year, according to Piper Sandler. This was originally featured in the eMarketer Daily newsletter.

But there are some notable absences, specifically Disney and YouTube. The JIC has extended a formal invitation to YouTube, but the JIC鈥檚 focus on 鈥減remium鈥� video鈥攁nd subordination of user-generated video鈥攊s giving YouTube pause. It鈥檚 moving quickly. The JIC released its initial requirements for cross-platform currencies in early March.

YouTube removed overlay ads. These ads were only on desktop and were disruptive to viewers. YouTube hasn鈥檛 replaced them with any similar ad type yet, but other ads still exist. Who cares? Anyone who was already advertising with YouTube should know that this happened, but no action is needed. If you were using overlay ads, look into replacing those ads with another option. Player: Meta.

More Chart of the Day:. 10/2 - How the cookies crumble. 9/29 - Paid social CPMs plunge. 9/28 - Amazon shoppers keep it Fresh. 9/27 - ChatGPT wins for SEO professionals. 9/26 - Everybody loves YouTube. Methodology: Data is from the June 2023 Morning Consult "The State of Media & Entertainment Report: H2 2023."

One-fourth (25.7%) of US Gen Z adults say they use YouTube more than any other social platform, followed closely by TikTok (25.0%) and Instagram (20.0%). By our estimates, penetration is also high on those platforms, with 86.0% of Gen Z adults using YouTube and 73.9% using TikTok. Penetration is also high on Instagram (69.9%).

YouTube is by far the most popular destination for online video viewers in the region鈥攏ot least because it鈥檚 free to view. Some 267.0 million people鈥攎ore than 90% of Western Europe鈥檚 digital viewers鈥攚ill watch YouTube content in 2023. In 2025, that number will top 270 million. Penetration of YouTube has now plateaued among internet users, though, and will remain at about 73% through 2026.

Adalytics sparked controversy this past summer by reporting that Google violated its video advertising standards 80% of the time, having placed ads on YouTube and third-party sites that don't meet its criteria for audibility, visibility, and non-intrusiveness since 2020.

However, according to our definitions, the former excludes YouTube, while FAST includes it.

It excludes ads in free streaming services (such as Pluto TV, The Roku Channel, and most YouTube viewing). Once again, we raised our CTV forecast in our latest update. We expect US CTV ad spend to exceed $21 billion this year and $26 billion in 2023.

Teens have a higher preference for YouTube for viewing long videos. The big takeaway: The fact that Gen Z鈥檚 attention is divided for key social media activities spells potential opportunities for brands and the major social networks. Go further: For more on Gen Z鈥檚 usage of social media, read our report, US Gen Z Social Media Activities 2023.

Pushing content across channels to take a video-first (rather than platform-first) approach can assure marketers are meeting audiences on TikTok, Instagram, YouTube, and beyond. Use this chart:. Understand which social channels have the most potential for influencer marketing. Advocate for adding TikTok to the influencer marketing mix if your brand hasn鈥檛 joined yet. More like this:.

Seventeen percent of US adults start their online shopping journeys on TikTok, although the platform still lags behind Instagram (18%), Facebook (21%), and YouTube (23%), according to Jungle Scout. But there is some evidence that Amazon is successfully winning over younger shoppers at TikTok鈥檚 expense, possibly due to its wide product selection and speedy purchase and delivery options.