While traditional TV ad spending will struggle for growth in the coming years, digital video will not. A portion of digital video spend will go to the nascent CTV space, but traditional broadcasters are also developing their own streaming services (with BVOD ad spend rising at a far faster rate than traditional TV spend). Overall, the advertising opportunity for CTV remains small.

In other words, in addition to linear TV, OTT, CTV, addressable TV, video-on-demand (VOD), and other digital elements should be considered as part of the ticket. At the most fundamental level, this involves changing the way media is purchased, planned, delivered, and ultimately consumed—all working back from consumer intelligence.

Building breakthrough brands with staying power in the digital age will combine the best aspects of traditional mass-market branding and a modern growth-hacking mindset. Established brands and digitally native vertical brands (DNVBs) must be willing to learn from one another.

Despite the stagnation of the traditional TV market, US TV screen advertising will grow by over $14 billion in the next four years. Viewing patterns are shifting toward digital as more Americans continue to cut the cord and move to connected TVs and streaming services.

In 2021, more than three-quarters of the time that US adults spent listening to ad-supported audio went to AM/FM radio. Podcasts trailed way behind traditional radio, capturing just 11% of ad-supported listening, while Pandora, SiriusXM, and Spotify each accounted for less than 10%. AM/FM radio held a majority share across adult age groups and was the most listened-to ad-supported audio not only in the car (88%), but also in the home (72%) and workplace (68%).

Connected vehicles are changing the nature of transportation and mobility. Players in the traditional automotive ecosystem—including retailers and marketers—are using the massive amounts of data connected cars produce to enhance brand loyalty, create new revenue streams, and drive business growth.

Pay TV is in free fall, as more and more families cut the cable cord. By the end of 2023, less than half of US households will have a traditional pay TV subscription. The total number of pay TV households will drop to 65.1 million, a 4.8% decrease from 2022.

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.

On today's episode, we discuss why Zelle (and person-to-person payment apps) are in hot water, which service most Americans use, and how we'll be paying for things in 2026. "In Other News," we talk about the current state of the cryptocurrency crash and the impact Apple Pay Later will have on the buy now, pay later space. Tune in to the discussion with our analysts Jaime Toplin and Adriana Nunez.