How did the pandemic boost over-the-top (OTT) viewing? We raised our forecast for 2020 US monthly subscription OTT viewers from 192.7 million to 207.5 million. WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends, and business activity in Q3 2020. It includes updated forecasts for TV and digital video ad spending.

Our annual lookahead for Canada highlights some growth areas for brand marketers as well as the mediascape that’s evolving to serve them.

Over-the-top (OTT): Any app or website that provides streaming video content over the internet and bypasses traditional distribution; examples include HBO Now, Hulu, Netflix, and YouTube. Traditional distribution includes internet protocol TV (IPTV), cable, satellite, wireless carriers and fiber operators, multiple system operators (MSOs), MVPDs, and major TV broadcast and cable networks.

Amazon’s new smart TVs will disrupt both the connected TV (CTV) and TV measurement industries: Amazon Fire TV is already a major player, but its new CTV lines will let it take advantage of the ongoing fracturing of TV measurement.

Digital ad spending in the US healthcare and pharmaceutical industry will grow by 14.2% to reach $9.53 billion in 2020. Growth is being fueled by ads related to COVID-19, including public service announcements, medical supplies and telemedicine.

On today's episode, we discuss what this new Amazon TV is all about, how soon we can expect TV commerce, whether we'll see voice-enabled ads, and what the content play might be. We then talk about Peloton launching its own apparel brand, why lululemon is crushing expectations, and Amazon's cashierless technology coming to Whole Foods. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Andrew Lipsman.

The pandemic has caused the US automotive industry to reduce its digital ad spending by 18.2% in 2020. As car sales plummeted, dealerships closed, and manufacturing slowed, marketers backed off from performance initiatives and focused on branding efforts.

Will they be watching linear TV (with traditional TV ads), ad-supported over-the-top (OTT) video, or Netflix (with no ads)? Will they be watching esports content while professional sports leagues are out of commission? Will they be spending time on Twitter keeping up with news? (Will advertisers continue to avoid spending money on news content related to the pandemic?

The CPG industry will increase its investments in digital advertising this year as strong sales of essential goods and personal care products—particularly on ecommerce platforms—gave advertisers reasons to keep spending during the pandemic.

The financial services sector will continue to increase its investments in digital advertising this year despite the pandemic. Shifting consumer behavior toward digital banking services and heightened interest in personal finance has given financial services companies good reasons to continue advertising.

Display ad spending in the US will rise by 5.5% this year, despite the pandemic. This report outlines our complete estimates of digital display ad spending, including breakouts by format, transaction method, industry, major ad sellers and more.

Similar trends were apparent in Brazil’s TV ad market, too, where a growing culture of digital video viewership—as well as cheaper subscription over-the-top (OTT) options from players such as Netflix or Globoplay—have continued to accelerate cord-cutting. TV in both markets will account for more ad spend than all other traditional formats combined.

For the first time, more than half of US consumers’ digital video time will be spent with subscription over-the-top (OTT) services this year. Time spent with subscription OTT video will grow 23.0% with consumers spending more than 1 hour per day with subscription video streamers.

COVID-19 has dampened 2020 TV advertising—however, data-driven linear (DDL) and addressable TV stand ready to scale as economic conditions eventually return to normal.

Over-the-top (OTT): Any app or website that provides streaming video content over the internet and bypasses traditional distribution; examples include HBO Now, Hulu, Netflix and YouTube. Traditional distribution includes internet protocol TV (IPTV), cable, satellite, wireless carriers and fiber operators, multiple system operators (MSOs), MVPDs, and major TV broadcast and cable networks.

We previously referred to these products as “linear OTT,” but going forward, we will use the term virtual multichannel video programming distributor (vMVPD). The number of vMVPD viewers is still growing, but they’re not replacing pay TV defectors at the rate they used to. We forecast that in 2020, the number of US vMVPD households will reach 10.5 million, up 10.8% over 2019.

The preference for which strategy is best depends on how familiar and committed the advertiser is with OTT, said Jesse Math, OTT lead at ad agency Tinuiti. “The initial legwork is hard, and it makes sense for many advertisers who are getting into this for the first time to have relationships with SSPs who really do that partnership element of it,” he said.

Here’s what we’re expecting for the company’s subscription over-the-top (OTT) video services and advertising sales in the quarter:. Slowing subscriber growth on direct-to-consumer (D2C) streaming services.

Read on for three new things to know from Insider Intelligence.

Advertisers may never see the likes of Nielsen again: NBCUniversal announced it is creating an independent measurement system in partnership with other firms.

Growth in programmatic display ad spending was resilient in 2020, thanks in large part to the shift from brick-and-mortar to digital retail. Rajeev Goel, co-founder and CEO at supply-side platform PubMatic, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin for the last episode of The Ad Platform to discuss which industries are increasing ad spending fastest, how advertisers are reacting to less Identifier for Advertisers availability, and why momentum in connected TV is exciting.

NBCU reports a great Q2: With ad revenues up 32.8% over last year and Peacock sign-ups up to 54 million, NBCU’s on a roll—but poor Olympics ratings have dampened the good news.