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With 82.3% of streaming hours, Twitch leads the industry but faces stiff competition from YouTube鈥檚 talent poaching and new platforms.

It excludes YouTube and Twitch. Our forecast assumes that TikTok will continue to operate in the US in 2025 and beyond. Read the full report, US Social Commerce Forecast 2024.

The total includes separately branded Twitch and Freevee streaming services. Disney also surpasses 10% when its separate brands鈥擧ulu, ESPN, and Disney+鈥攁re combined. Hulu and Disney+ together will capture 10.8% of CTV ad sales in 2026. We do not have an estimate for ESPN ad revenues.

It excludes YouTube and Twitch, cash transactions, travel and event tickets, tips, subscriptions, payments such as bill pay, taxes or money transfers, food services and drinking place sales, gambling, and other vice goods sales.

With platforms like TikTok, Instagram, and Twitch at the center of this battle, influencer-driven content could be citical in winning over Gen Z voters in 2024.

Last week, Twitch was added to X鈥檚 lawsuit against the World Federation of Advertisers, underscoring tensions with brands. Meanwhile, major brands like Comcast, IBM, Disney, and Warner Bros. Discovery have reportedly resumed advertising on X, though they are spending less. Their return may reflect an effort to curry favor with Musk, given his potential influence in the Trump administration.

This asset could help direct more creator content to properties like Prime Video, Twitch, and Amazon Live. Spotter鈥檚 creator portfolio reaches over 88 billion monthly watch-time minutes. Why it matters: Amazon is positioning itself as a major media player by blending ecommerce with digital engagement, building a distinct ecosystem that appeals to advertisers seeking dynamic, engaged audiences.

Our Amazon CTV forecast includes ads sold for Prime Video, Freevee, Fire TV, and Twitch that are viewed on TV sets. Because we do not break out Prime Video individually, Amazon is not included in the graphic above. Likewise, Roku is not in the graphic because we do not break out The Roku Channel in our forecast. The graphic also includes gross ad revenues for YouTube, rather than net ad revenues.

Social media creator revenues: Revenues generated by US-based creators on social media; excludes revenues generated on traditional media properties; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube).

The total includes separately branded Twitch and Freevee streaming services. Disney also surpasses 10% when its separate brands鈥擧ulu, ESPN, and Disney+鈥攁re combined. Hulu and Disney+ together will capture 10.8% of CTV ad sales in 2026. We do not have an estimate for ESPN ad revenues. OTT companies do earn ad dollars outside of CTV.

Even so, in January 2024, Twitch laid off hundreds of employees following weaker-than-expected growth. We estimate that esports ad revenues will grow 8.0% this year to reach $277.7 million. The increased sophistication of games will attract more brand dollars.

Ad revenues from Twitch, Freevee, Prime Video, and the Fire TV platform will total $4.72 billion this year, up 84.4% from 2023. That extreme spike mostly derives from Amazon switching all Prime Video users to ad-supported video-on-demand (AVOD) status in early 2024, but healthy OTT ad increases will continue beyond this year.

Amazon was reportedly seeking as much as $100 million in commitments from some advertisers, and offered to produce creative for brands that spent at least $15,000 on struggling video platform Twitch. Amazon鈥檚 competitive content offerings, large ad-supported audience, and TNF appear to be driving organic advertiser interest.

Our Amazon CTV forecast includes ads sold for Prime Video, Freevee, Fire TV, and Twitch that are viewed on TV sets. Because we do not break out Prime Video individually, Amazon is not included in the graphic above. Likewise, Roku is not in the graphic because we do not break out The Roku Channel in our forecast. The graphic also includes gross ad revenues for YouTube, rather than net ad revenues.

Influencer marketing spending: Refers to revenues generated by US-based creators or influencers via payments received from brands to promote products and services on social media; excludes noncash payments such as free products or trips; excludes branded content amplified as paid media; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube).

Strapped for cash due to ongoing litigation, the Trump campaign has opted to reach digital audiences by joining with popular YouTube and Twitch creators. Zoom out: The home stretch of the election (Election Day is in 42 days) will pump tens of millions more into digital ads as the two candidates seek an advantage in what polls suggest is an extremely close race.

The rest will go to a smorgasbord of smaller formats, such as free ad-supported streaming TV (FAST), videos on news and sports websites, esports services like Twitch, YouTube alternatives like Vimeo, and adult content (pornography). Click here to view our full forecast for US time spent with digital video. Among the major video formats, social video is growing time spent the fastest.

Influencer marketing spending: This refers to revenues generated by US-based creators or influencers via payments received from brands to promote products and services on social media; excludes noncash payments such as free products or trips; excludes branded content amplified as paid media; includes video platforms with primarily user-generated content (e.g., Twitch, YouTube).

Amazon鈥檚 overall OTT ad revenues will be a robust $4.72 billion this year, but much of that will derive from Amazon鈥檚 legacy ad-supported OTT services like Fire TV, Twitch, and FreeVee. Once we break out Prime Video鈥檚 sub OTT figure individually, Prime should look relatively balanced on the chart above. No company leverages its users鈥� time quite like Meta.

Sponsored content spending: payments made by brands to US-based creators or influencers to promote products and services on social media or primarily user-generated video platforms like YouTube and Twitch; excludes noncash payments like gifts or trips, and affiliate marketing. Note: The terms influencer and creator are often used interchangeably.

For example, invest in Twitch to reach Gen Zers interested in gaming or podcasts for those interested in politics. 鈥淏ecause Gen Z is so digitally savvy, there鈥檚 more value in these different microcommunities.鈥�. In addition, 鈥渄igital investments shouldn鈥檛 necessarily come at the expense of traditional marketing tactics, which can also be really effective,鈥� Droesch said.

How can in-game ad buyers calibrate their ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?