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 Q4: connected TV (CTV) and YouTube ad spending updates.

Where are CTV ad dollars being spent?

YouTube’s net CTV ad revenues will account for 18.5% of US CTV ad spending in 2020. Hulu and Roku will account for 24.2% and 9.1%, respectively.

Which upfront TV reforms do advertisers want?

About one-fourth of marketers said their top upfront reform was improving outcome measurement, per Advertiser Perceptions. Nearly one-fifth cited having accurate audience estimates.

What were the biggest streaming developments this quarter?

Mobile-centric service Quibi shut down, and HBO Max became available on Amazon Fire TV and Roku.

How many US households have pay TV?

More than two-thirds (68.3%) of US households have access to satellite or cable TV, according to Nielsen. And 13.4% of households watch linear TV through over-the-air antennas that provide access to broadcast stations for free.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends, and business activity in Q4 2020. It includes updated forecasts for CTV and YouTube ad spending.

KEY STAT: We forecast that 55.8% of US CTV ad dollars will transact programmatically this year, up from 52.1% in 2019.