Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Q2 2021 Digital Video Trends

Connected TV Boosts US Upfront Ad Spending

Download
Share
About This Report
Advertisers are increasing their upfront commitments, particularly for connected TV.
Table of Contents

Executive Summary

This is the latest installment in an ongoing series of quarterly video overviews focusing on monetization, audience, and content. On the radar for Q2: upfront advertising, linear addressable and programmatic TV ad spending, and time spent with media updates.

Will the upfronts bounce back this year?

We expect US upfront TV ad spending for 2021-2022 to increase by 7.6% year-over-year (YoY) to $19.90 billion. And for the first time, we have broken out the portion of upfront digital video ad spending that goes to connected TV (CTV), which will increase by almost 50% this year to $4.51 billion.

Are advertisers spending more money on linear addressable TV?

We forecast a 33.1% increase in US linear addressable TV ad spending in 2021 for a total of $2.85 billion.

How much time will people spend watching digital video this year?

In 2021, US adults will spend 2 hours and 29 minutes per day viewing digital video, which is up 9 minutes from the previous year.

Do people still spend more time watching TV than digital video?

Time spent with digital video is growing as time spent with TV shrinks. However, in 2021 adult viewers will still spend 48 minutes more per day with TV than they do with digital video.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends, and business activity in Q2 2021. It includes forecasts for ad spending (upfront, linear addressable TV, and linear programmatic TV) and time spent with media.

KEY STAT: US upfront CTV video ad spending will increase by 49.5% this year to $4.51 billion.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

14charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Monetization
  3. Audience
  1. Content
  2. Read Next
  3. Sources
  1. Media Gallery

authors

Ross Benes

Contributors

Zach Goldner
Junior Forecasting Analyst
Eric Haggstrom
Senior Forecasting Analyst
Chuck Rawlings
Senior Researcher
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client