This report explores our Q1 2021 estimates of time spent with media in the US and analyzes which behaviors will stick in 2021.

Advertiser investment in connected TV (CTV) is ramping up quickly as more inventory becomes available, with YouTube, Hulu and Roku dominating the landscape. We estimate CTV ad spending in the US will reach $10.81 billion by 2021, up from close to $7 billion in 2019. But still, challenges remain, including fragmented inventory, ad fraud and frequency capping.

The pandemic accelerated the increase in time spent with mobile activities in the US. Most of these gains will stick as people return to a more normal life in 2021.