Hulu raked in $2.1 billion in ad revenues between October 2020 and November 2021, by far the most of any ad-supported video-on-demand (AVOD) platform in the US.

On today's episode, we discuss what our analysts think will be the key digital trends of 2022. Where we stand with our digital advertising outlook, how far the pendulum will swing towards AVOD services, when TV and video ad measurement will cease being a hot mess, and more. We then talk about whether video streaming growth has officially stalled and if Univision can bring the immediacy of digital measurement to TV ads. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Paul Verna.

How should businesses view these global trends and events? How are behaviors and spending changing? In this report, Insider Intelligence analysts weigh in on the questions they’re being asked by both clients and the media about the shifting landscape in key areas like digital advertising, retail and ecommerce, and financial services.

It includes both linear and video-on-demand (VOD) ads delivered in this way but excludes CTV and OTT. Linear Programmatic TV: The use of software platforms to automate the buying or selling of linear TV advertising. It includes both linear and video-on-demand (VOD) delivered in this way but excludes CTV and OTT.

Hulu’s 2021 ad revenue outpaces competitors, but troubles loom: The streamer’s reliance on partners like NBCUniversal to provide content could hamstring further growth.

We estimate that digital ad spending by consumer product good (CPG) brands will hit $30.56 billion this year. What's more is that the CPG sector is one of five industries to devote more than 70% of their total ad budgets to mobile.

It excludes OTT and CTV. Linear programmatic TV refers to the use of software platforms to automate the buying, selling, or fulfillment of TV and VOD advertising, distributed through cable, satellite, or broadcast networks.

The largest upward revisions to our forecasts came in the subscription over-the-top (OTT) portion of this viewer total. Advertising is largely absent on subscription OTT, but ad-supported digital video viewing saw an uptick during the year, and advertising dollars followed. The Rise of Connected TV.

Traditional Media Ad Spending by Media and Country. Digital Ad Spending by Country and Format. Mobile Ad Spending by Country. Behind the Numbers: eMarketer’s Forecast Methodology.

As more consumers have cut the cable cord and continued spending more time with over-the-top video, especially streamed to CTV devices, advertisers have been following these viewers to the media channel.

In a recent survey, 58% of marketers said they’ve shifted budget from linear TV efforts to CTV, illustrating how marketing strategy and spending are changing to accommodate this burgeoning channel.

These figures represent increases relative to key metrics such as OTT video service users, digital video viewers, internet users, and the general population. Time spent with AVOD platforms is also on the rise. Trend 5: TV and video ad measurement is a hot mess. Long-simmering tensions between TV networks and Nielsen bubbled over in 2021.

“OTT is a major gap, as we don’t have a clear view on what’s happening there from the Nielsen panel,” said John Nuding, senior vice president at Publicis Media.