And although TV will briefly be above water this year, it will quickly return to the slow decline that began back in 2015. Risks abound for even these modest growth expectations. OOH ad spending rebounded nicely in 2021 after an 18.0% contraction in 2020 during China’s original COVID-19 outbreak.

The normalization of watching video digitally rather than via traditional TV also lags other markets. In 2022, only 32.8% of India’s population will watch digital video at all, much less pay for sub OTT access. On the bright side, this means India has more room for sub OTT growth than anywhere else in the world. Western Europe: Slowing Growth Despite Plenty of Non-Users.

For comparison, subscription OTT video users spent slightly over 2 hours per day streaming video. Podcasts Are Mainstream in US. Podcasting’s advertising opportunity is tremendous given that more than one-third of the US population listens to podcasts at least once per month. About four-fifths of podcast listeners tune in at least once per week.

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.

Those waiting for a bid from Amazon are going to hear crickets: The digital giant won’t pay up to $7.7 billion to win streaming rights for Indian Premier League cricket matches.

Close to 8 in 10 branding professionals plan on allocating upfront spending to Hulu, per a survey from iSpot.tv. Peacock and YouTube TV are also major upfront spend magnets with 52% and 49% of branding professionals dishing ad dollars to those platforms, respectively.

On today's episode, we discuss how a Netflix tier with ads could affect the company, its users, and advertisers, what price point it may come in at, how many users will switch over, and what advertisers should make of this potential inventory. "In Other News," we talk about how much overlay ads move the needle and Peacock's new In-Scene Ads. Tune in to the discussion with our analysts Paul Verna and Ross Benes.

As brands strategize on how best to engage consumers, Mint Mobile is looking to leverage event programming such as live news and sports. In this Q&A, Mint Mobile's Aron North, CMO, discusses the importance of experimentation, and why the brand allocates 10% of its budget for exactly that.

Content edits aren’t off limits for brand safety: Disney+ has removed several controversial scenes and lines from content as it ramps up its ad launch.

Rising costs and economic uncertainty are contributing to a reconsideration of streaming’s future. Streaming services are under pressure to attract consumers and retain them, all while inching toward profitability.

Netflix’s spending changes are affecting its brand: Fallout from layoffs and difficulty producing hits are forcing the streamer to reexamine its image.

As people see more options beyond being sequestered to the couch streaming videos, the tech industry has more opportunities to evolve to meet changing demand. Despite being forced to curb extravagant growth, Big Tech companies have ample cash reserves that they could use to focus on R&D for next-generation technologies.

In analyzing the media landscape, the Interactive Advertising Bureau (IAB) is reimagining the future of digital viewership. In this Q&A, the IAB's Eric John, vice president, media center, discussed continuous growth in video advertising and connected TV, why the old model of a million-dollar TV commercial playing once everywhere is gone, and how to make creative work better.

Whether it’s fluctuating viewership or leveraging data-driven technologies to identify the right time and place for brand awareness, there's power in being flexible. In this Q&A, Mediahub's Carrie Drinkwater, chief investment officer, shares where marketing attention is shifting, what clients are looking for, and where new obstacles are rising.

On the whole, this group is leaving linear TV for streaming video, and appears to be over-indexing in their interest in ad-supported content. Hispanic viewers spend 34% of their viewing time on streaming, per Nielsen, compared with 25% of non-Hispanic whites. Hispanic audiences are avid smartphone users and spend more time streaming video than the population at large.