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EMARKETER

US CTV Time Spent vs. Ad Spending 2024

YouTube and Netflix Keep Leading the Pack

Report by Ross Benes  |  Sep 20, 2024
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Report
Executive Summary
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Table of Contents
Executive Summary
Most streaming services struggle to crack 5% of the market
Sources
Media Gallery
About This Report
The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.
Topics
Connected TVs
TV Ad Spending
Digital Video Ad Spending
US
Table of Contents
Executive Summary
Most streaming services struggle to crack 5% of the market
Sources
Media Gallery

With ad money pouring into connected TV (CTV), streaming services are doing their best to stand out. YouTube, Amazon, and Hulu have established success in the crowded market. But a group of emerging services is attempting to steal viewers and ad dollars from them.

Key Question: How do the top US streaming services compare with each other in ad revenues and time spent?

US Connected TV Time Spent vs. Share of Ad Revenues, 2024 (% of total connected TV time spent and ad revenues)
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Key Stat: YouTube is the only streaming service to receive more than 20% of both US CTV ad revenues and time spent.

Here’s what’s in the full report

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4charts

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Table of Contents

  1. Executive Summary
  2. Most streaming services struggle to crack 5% of the market
  1. Sources
  2. Media Gallery

    Charts in This Report

    US Connected TV Time Spent vs. Share of Ad Revenues, 2024 (% of total connected TV time spent and ad revenues)By 2025, There Will Be More YouTube and Social Network Users Than Linear TV Viewers in the US (millions of US YouTube viewers, social network users, and linear TV viewers, 2011–2025)
    Share of Time Spent With TV in the US, by Media Company, July 2024 (% of total)Ad-Supported Share of US Premium Subscription Video-on-Demand (SVOD) Subscriptions and Gross Additions, Q3 2022-Q1 2024 (% of total)

    authors

    Ross Benes

    Contributors

    Rahul Chadha
    Vivian Dong
    Associate Forecasting Analyst
    Chris Keating
    Director, Research
    Madan Kumar
    Copy Editor
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor
    Yoram Wurmser
    Principal Analyst
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