These devices exclude smart speakers and smart TVs that do not interact with other smart home devices. Smart Home Security Device: includes home security systems, security cameras, doorbells, locks, smoke detectors, and alarms. Examples include systems like ADT Command as well as products from Vivint and Ring. This category excludes standalone security cameras and devices marketed as baby monitors.

Time Spent with Radio: Includes all daily time spent listening to radio, regardless of multitasking. Considers time spent for ages 18+. Radio includes terrestrial AM/FM radio and satellite radio. Excludes digital. Time Spent with Digital Audio: Includes all daily time spent listening to digital audio, regardless of multitasking. Considers time spent for ages 18+.

YouTube’s connected TV (CTV) strategy has paid dividends; this year, more than 130 million people in the US will watch its videos on their internet-connected TV set at least once per month, according to our forecast. That amounts to nearly 6 in 10 YouTube viewers, up from roughly 34% in 2019, before the pandemic.

We don’t yet break out CTV programmatic ad spending for the UK market like we do for the US and, as such, currently include the CTV portion in our desktop/laptop numbers for the UK. CTV’s Growing Importance. Our US forecast for CTV programmatic display ad spending pegs outlays at 8.5% of total programmatic display ad spend in 2021.

Consumers will continue to increase their time spent streaming ad-free video. This is a concerning trend for marketers, but the rise of ad-free viewing will lead to new product placement opportunities that subsidize content production.

Our US digital video, audio, and gaming user estimates, US social network and mobile messaging app user estimates, and US connected TV (CTV), smart TV, OTT video, and pay TV viewer estimates are updated on a biannual basis to continually incorporate the latest changes and developments in consumers’ digital media consumption and technology adoption.

The coronavirus has also caused a surge in time spent with TV. According to Nielsen, consumers in Mexico spent an average of 4 hours, 8 minutes (4:08) per day watching TV during the week of March 23–29 this year. That’s 33 minutes more, on average, than they spent during March 2–8.

The apps in this category are competing not only for social network time spent (and the accompanying ad dollars), but also digital video time spent (and its ad dollars).

Many significant shifts are taking place, though—in device ownership, takeup of digital entertainment options, and time spent with various media, for example. Below are some of the key trends shaping the media landscape this year. Ownership of PCs and Tablets Is Declining in Many Countries.

Both platforms saw a surge in time spent during the pandemic, as quarantined audiences in China leaned on them for entertainment. Furthermore, social distancing will be an impetus for China's programmatic advertising industry, as companies mitigate business disruptions during the crisis through automation.

Advertisers are making significant investments in connected TV as the TV landscape becomes more fragmented.

Cross-platform reporting can still be pieced together, but due to how data access is fragmented across connected TV platforms and measurement services, “there are always holes within that picture,” she said. Measuring connected TV advertising is made particularly challenging by the fact that an ad buyer considering connected TV has the option to buy from many inventory sources.

And more than half of the time spent streaming (52%) goes to Netflix and YouTube, which depend on on-demand videos. Netflix and YouTube dominate viewership, but people’s attention is becoming more divided as new platforms emerge. We forecast that time spent with Netflix each day is growing, but its share of US daily video time peaked in 2019 at 27.0% and will decline to 25.7% by 2021.

Smart TVs and other media streaming devices were getting more attention from 29%, and almost a quarter were using their desktop PC more since the outbreak. Only 22% of respondents said they hadn’t changed the amount of time they were spending with their devices recently. GlobalWebIndex also asked about respondents’ in-home activities, with and without those devices.

Pressing their luck by going all-in on connected TV. (Tradeoff: For the biggest brands, there isn’t enough reach in connected TV to rely on it alone for top-of-funnel brand building, so it still needs to be supplemented with linear TV and other digital video buys.). Striking product placement deals with the likes of Netflix, Hulu and Amazon.

The biggest bumps in usage and time spent are likely to go to dominant SVODs, like Netflix, Hulu and Amazon Prime Video, and could even drive some subscriber additions.

Whether it’s via mobile devices, desktops or connected TVs, video is playing an increasingly larger role in telecom branding campaigns. We estimate that US telecom advertisers will spend nearly 20% more on video this year. At $3.77 billion, telecom’s video ad spend will account for 42.4% of its total display spending in 2020.

It is no longer playing serious catch-up in terms of ad spending vs. time spent, and it now represents a substantial chunk of budgets. Some other notable differences:. Digital is still (considered) more measurable than other media, and that is still one of the reasons advertisers continue to shift more budgets into digital (and other measurable media).

Video’s share of retail’s display spending has skyrocketed from 28.1% in 2016 to nearly half this year, a surge that can be attributed to the emergence of viable connected TV (CTV) ad opportunities and the newfound popularity of video advertising within social media. The apparel vertical within digital retail is particularly focused on social, according to industry sources.