Marketers across five leading verticals all allocated more than 50% of video impression share to connected TV (CTV), according to a 2021 Innovid report, illustrating CTV’s position as a mainstream way of consuming content.

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.

Unlock the Power of TV for your Business. TV advertising is powerful but traditionally expensive and complex. That’s why Marketing Architects created All-Inclusive TV. They invest their OWN money to produce, analyze, and optimize your campaign. All you pay for is media. It's so revolutionary, they wrote a book about it. Click here to get your free copy.

Invest in CTV as Traditional TV Viewership Shifts to Streaming. Connected TV (CTV) is on the rise in Latin America as viewing habits go digital. Consumers are cutting the cord in favor of digital streaming services. While the majority of digital video viewers stream on mobile devices, CTV usage is becoming more commonplace.

Advertising uncertainty just got worse: A report found that 17% of ads on CTV devices air while TVs are off, costing advertisers $1 billion.

Netflix and Roku are the right match at the wrong time: A rumored merger makes sense on the surface, but not in the current landscape.

Article: When will digital video surpass TV in US viewing time? Article: The impact of consumers shifting spending from goods to services.

Traditional TV will hold on as the main time drain until the end of our forecast. A renaissance in TV viewing at the height of the pandemic halted an earlier decline. And even with the current decline continuing through our forecast period, TV will still account for more time on average per adult in 2024—18 minutes more than digital video, in fact. Digital video is gaining fast, though.

YouTube is still the king of digital video, but it’s facing a big challenge from TikTok. As YouTube shifts its focus to creators, commerce, and Shorts, the opportunities for marketers are growing. But YouTube’s continued relevance isn’t guaranteed, and marketers shouldn’t throw out their YouTube rulebook.

And, as we’ll see in the next section, TV broadcasters are beginning to rely on broadcaster video-on-demand (BVOD) to keep their revenues in the black. The movement of spend away from so-called “traditional” media often results in a shift to adjacent digital properties. Newspapers become digital news sites. TV broadcasters put greater weight on their BVOD or other digital video services.

US adults are spending more time watching YouTube on connected TVs and less time watching it on mobile devices. This year, for the first time since we began our forecast, less than half of time spent with YouTube will be on mobile, as viewers pivot to watching these videos on the same screen as their TV programming, separate from their TikToks and Instagram Reels.

Unlock the Power of TV for your Business. TV advertising is powerful but traditionally expensive and complex. That’s why Marketing Architects created All-Inclusive TV. They invest their OWN money to produce, analyze, and optimize your campaign. All you pay for is media. It's so revolutionary, they wrote a book about it. Click here to get your free copy.

Whereas our digital video estimate is device agnostic, our CTV estimate is limited to digital advertising that appears on TV screens, which includes internet-enabled smart TVs as well as TVs that connect through external devices, like Roku sticks and video game consoles.

Industry up-and-comers: Between 2020 and 2023, nine platforms have become or will become billion-dollar advertising businesses in the US, including Snapchat, Spotify, Yelp, Roku, Walmart, Instacart, IAC, Pluto TV, and Tubi.

Unlock the Power of TV for your Business. TV advertising is powerful but traditionally expensive and complex. That’s why Marketing Architects created All-Inclusive TV. They invest their OWN money to produce, analyze, and optimize your campaign. All you pay for is media. It's so revolutionary, they wrote a book about it. Click here to get your free copy.

Warner Bros. Discovery cuts costs and preps for advertising cool-off: The media giant is slashing 1,000 jobs from its global ad sales team.

The average US adult will spend more time watching digital video than TV in 2024, marking a victory for connected viewing in the streaming revolution. Daily time spent with TV will fall below 3 hours next year, down more than 1 hour, 30 minutes over the course of a decade.

Unlock the Power of TV for your Business. TV advertising is powerful but traditionally expensive and complex. That’s why Marketing Architects created All-Inclusive TV. They invest their OWN money to produce, analyze, and optimize your campaign. All you pay for is media. It's so revolutionary, they wrote a book about it. Click here to get your free copy.

Streamers poised to take greater share in US upfront market: Advertising dollars will flow to services such as Hulu, Peacock, Roku, and YouTube TV.

Report: Upfront TV and Digital Video 2022. Article: Advertisers are losing $1 billion on CTV ads that run while TVs are off. Article: The merged Warner Bros. Discovery could push ad prices up across the industry.