YouTube isn’t just for the smallest screens as more viewing takes place on other connected devices and mobile use declines. Streamers are taking in more upfront ad dollars. Netflix is shaking things up after subscription drops.

Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

How should businesses view these global trends and events? How are behaviors and spending changing? In this report, Insider Intelligence analysts weigh in on the questions they’re being asked by both clients and the media about the shifting landscape in key areas like digital advertising, retail and ecommerce, and financial services.

Digital video viewership continues to rise in the UK, despite already high penetration. A thirst for subscription content hasn’t quite been sated, but with a cost-of-living crisis looming, ad-supported options might garner interest among consumers.

Peacock made audience gains as the streaming space gets more crowded.

Watching subscription over-the-top (sub OTT) video has become one of the most popular activities in the world, and the worldwide user numbers for sub OTT have become commensurately huge. Netflix remains a driving force in this digital transformation.

Fueled by connected TV, programmatic video has expanded significantly. However, there remain concerns over difficulties with cross-platform measurement, ad fraud, and the lack of uniform standards.

Connected TV and programmatic video ad spending continues to exceed expectations in the US.

Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.

With growing subscription and advertising revenues, digital video’s future remains bright. But there are numerous questions that will affect its development.

The pandemic decimated the economy, the job market, and consumer confidence, but it seems to have done little to quash a bonanza in digital ad spending.

The Global Media Intelligence Report is a concise, detailed compilation of data and insights about internet users’ traditional and digital media usage in 43 key markets worldwide. With very few exceptions, this 2021 edition covers the same range of metrics we featured in 2020, and the consistency of GWI’s methodology enables us to offer precise year-over-year (YoY) comparisons.