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EMARKETER

Digital Video Forecast and Trends Q4 2024

Streaming CPMs Fall Due to Increased Inventory Supply

Report by Ross Benes  |  Nov 13, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
Streaming ad prices are dropping
Linear TV ad prices have also fallen
Sources
Media Gallery
About This Report
Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.
Topics
Digital Video
US
Table of Contents
Executive Summary
Streaming ad prices are dropping
Linear TV ad prices have also fallen
Sources
Media Gallery

The number of streaming services selling advertising has increased, as has the amount of time people spend streaming video. These trends have boosted the supply of inventory, which has contributed to lower ad prices.

Key Question: How are streaming ad prices changing?

Amazon Prime Video's Ad Tier Launch in Q1 2024 Will Suppress US Streaming Ad Prices Into 2025 (average US ad-supported video-on-demand (AVOD) CPMs, by platform, Q1 2024-Q2 2025)
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Key Stat: By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Streaming ad prices are dropping
  1. Linear TV ad prices have also fallen
  2. Sources
  1. Media Gallery

Charts in This Report

Amazon Prime Video's Ad Tier Launch in Q1 2024 Will Suppress US Streaming Ad Prices Into 2025 (average US ad-supported video-on-demand (AVOD) CPMs, by platform, Q1 2024-Q2 2025)US Ad Prices Have Stabilized for Free Streaming Services and YouTube (average US ad-supported video-on-demand (AVOD) CPMs, by platform, Q1 2024-Q2 2025)
Streaming Ad Loads Have Leveled Off on FAST Services (minutes of US free ad-supported streaming TV (FAST) ads per hour, Q1 2022-Q2 2024)Netflix and Max Have Maintained Light Ad Loads (minutes of US OTT video ads per hour, by platform, Q1 2023-Q2 2024)
Amid Deteriorating Viewership, Linear TV Ad Prices Are Declining After Years of Increases (% change in US upfront TV cost per thousand (CPM) and total pay TV households, 2016-2024)

authors

Ross Benes

Contributors

Rahul Chadha
Director, Report Editing
Vladimir de Leon
Chart Editor
Nikolai Dineros
Chuck Rawlings
Senior Researcher
Emman Velasco
Chart Editor
Max Willens
Yoram Wurmser
Principal Analyst
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