Article: Netflix makes first gaming-related acquisition in push to become multimedia empire.

Not being able to experience live sports at this time, US adults are turning to other alternatives. While these choices vary from sports documentaries to esports competitions, recent data from Morning Consult found that US adults are just as interested in news coverage of the pandemic’s impact on sports as they are on the games themselves.

The number of US digital gamers will grow by 5.0% this year to 174.7 million. That’s roughly 8 million more than last year, and an increase of 5 million gamers from our previous forecast for 2020.

Digital and alternative advertising lift overall ad spending in 2021: As spending returns to pre-pandemic levels, it’s become clear advertisers find emerging channels more appealing than traditional ones.

Our definition focuses solely on digitally delivered ads to TV sets via their own internal internet capabilities or external capabilities delivered by streaming devices, Blu-ray players, and gaming consoles.

With a category as broad as display advertising, any emerging trend is bound to have ad spending implications. A handful of hot topics, from the deprecation of third-party identifiers to the metaverse, will have varied levels of influence on display ad spending this year.

In the days after the Buffalo shooting, both New York and New Jersey launched investigations into Twitch and social gaming app Discord. Ulvade conspiracy theories: This week’s mass shooting at an elementary school in Ulvade, coming just days after the Buffalo incident, reignited concerns about social media’s role in the aftermath of violent events after misinformation about the shooter spread online.

YouTube is the most popular platform for non-TV video content in the US, with 65% of the country’s short-form video viewers using the service to watch user-generated content, video game livestreams, and the like.

Ad spending has lagged behind listenership in podcasts. But that’s starting to change as podcasts become more measurable and the biggest audio platforms expand their podcast offerings. Podcast Ad Spending. In our inaugural forecast for the medium, US podcast ad spending will grow 10.4% to $782.0 million.

The digital video platform also had much wider ad reach than social media (17%) and gaming (14%) in this age group. More like this:. Report: TV Ad Measurement 2021. Article: The number of US paid digital audio subscribers is rising faster than previously expected. Article: Google beats ad growth expectations across search, YouTube, and Network.

Gaming Platforms. In 2021, over half (53.1%) of the US population played games through the internet at least once per month, per our forecast. Insurers are starting to tap the market: For instance, digital advertising front-runner State Farm debuted a virtual version of its mascot Jake in the video game "NBA 2K22" in September 2021.

Asked about what verticals were seeing return on ad spend (ROAS), she explained that “the price per impression has dropped, and that is allowing both our existing advertisers as well as new advertisers to see highly performant advertising and really strong ROI [return on investment].

Ad placements will be organized into 12 categories, including beauty, fashion, cooking, and gaming. This will add to the already available targeting options that use lookalike audiences as well as behavioral, demographic, device, and interest data. TikTok Pulse can help solve some of the challenges with targeting and brand safety on TikTok.

More recently, state watchdogs have implemented mandates designed to curb underage gaming addiction and raucous celebrity culture, which it considers unhealthy. These regulations, which go into effect November 1, will likely put downward pressure on ad spending in China.

Total ad spending in France and Germany will fall this year, as a result of the pandemic. Traditional media will suffer most; digital ad spend will rise marginally, to €4.93 billion ($5.51 billion) in France and €7.38 billion ($8.27 billion) in Germany.

What’s changed: Prior to the pandemic, we were predicting 20.7% growth in social network ad spending for 2020. Again, strong spending by retail advertisers and others in verticals where online conversions were going strong (like gaming and virtual educational services) were behind the upward revision, and social networks will continue on the improved trajectory through the end of our forecast period.

Ad spend on mobile display ads grew 22.0% to $61.00 billion. Just more than half of display ad spending was for rich media, with mobile video comprising the largest portion. Mobile video ad spend was expected to grow 28% to $26.21 billion. We expected mobile search ad spend to increase 18.5% to $39.51 billion.

Time with gaming, which also increased in 2020, remained unchanged at 1:27 this year. Overall engagement with digital audio declined marginally in Mexico between H1 2020 and H1 2021 to 86.0% of internet users. This was partially because of the removal of Google Play Music from the list of streaming services respondents were asked about.

Amid 2020’s grim retail environment, ecommerce stands out as a bright spot. By now, the story is well known: US buyers have turned to online retailers like Amazon and Walmart in record numbers, mostly to avoid shopping in crowded places or because their local stores were closed.

There has been a huge uptick in gaming, for example. According to our pre-pandemic forecast, we had expected there to be 26.2 million digital gamers in the UK in 2020. When we revisited those numbers in February this year, we upgraded that figure to 28.1 million. The biggest problem for consumers was getting their hands on the latest consoles.

Programmatic CTV will sustain its double-digit ad spending growth next year as well, with a rate about 7 percentage points higher than that of CTV overall. Most programmatic video ad spending goes to mobile—65.2% in 2022. Ad spending against nonvideo formats on mobile will still account for more than half of mobile programmatic display ad spending through 2023.

Facebook is challenged by iOS ad measurement problems: As it reinvents how it measures ad effectiveness, the platform could see some ad dollars shift elsewhere.

Entertainment: Includes amusement and recreation, box office, film, music, OTT video platforms, and video games (excluding video game hardware).