The growth of Pluto TV’s ad business is reflective of how advertisers are funneling more money toward streaming video. In a December 2020 survey from Advertiser Perceptions cited by Next TV, 42% of US agency and marketing professionals said they would increase ad spending directed to OTT streaming services over the next 12 months, while just 2% planned to decrease it. Most respondents, 56%, said their OTT ad spending would remain about the same as last year.
Nonetheless, more respondents expected to increase their spending on OTT (42%) than on any other advanced TV option, including virtual multichannel video programming distributors (36%), data-driven linear TV (28%), and addressable linear TV (25%).