For the first time this year, we broke out CTV ad revenues for YouTube, Roku, and Hulu.

According to our latest estimates for over-the-top (OTT) video services in the US, Disney+ will have 72.4 million users this year, representing 32.1% of OTT viewers.

eMarketer principal analyst Mark Dolliver, junior analyst Blake Droesch and vice president of content studio at Insider Intelligence Paul Verna discuss what it might be like to work from home forever, Hulu's new transactional ads, Google paying select publishers, America's diversity, switching brand loyalty, YouTube's short videos, an eerie fact about corn and more.

The other half is split between ad-free services (like Apple TV+), ad-reliant services (like Pluto TV), and hybrid services (like Hulu). When added together, there is a tremendous amount of streaming happening without ads, which is how many users like it. As Disney+ becomes more popular, the share of time spent with ad-supported streaming services will decline further.

As of this year, Disney+ represents 26.5% of Disney’s subscription OTT revenues, with Hulu accounting for 67.6% and ESPN+ making up 5.8%. Disney+, combined with Hulu—which Disney acquired in 2019—will cement Disney as the No. 2 streaming player in subscription revenues this year. By 2022, its revenues will be nearly equal—$12.95 billion for Netflix and $12.36 billion for Disney.

The streaming service got a boost when its parent company The Walt Disney Co. grouped it into a streaming bundle with Disney+ and Hulu. Sports fans use ESPN+ to watch on-demand sports content like the “30 for 30” documentary series. But most live sports that ABC and ESPN show are not broadcast on this streaming service.

Hulu reduced the minimum amount of spend required to access its self-serve product. This allows small businesses to more easily access Hulu inventory. Opening up to more smaller advertisers has helped social and search ad businesses grow substantially. With video, where inventory and creative are more expensive, the dynamics are different.

In addition to its availability on ViacomCBS’ subscription video-on-demand (SVOD) service CBS All Access (soon to be renamed Paramount+), “Key & Peele” is also on HBO Max and Hulu. ViacomCBS is licensing some of its shows to other streamers while also featuring them on its own service.

Hulu: We forecast that the service will grow at an even faster rate—23.9%. Our previous forecast called for just 10.5% growth. By the end of 2020, Hulu will have 94.5 million monthly viewers, up from 76.3 million in 2019. Netflix: This platform remains the most popular subscription OTT service, but its user count will rise more slowly than those of Amazon or Hulu.

The two most popular services with advertising, YouTube and Hulu, feature subscription ad-free tiers, so a portion of viewing on those platforms also happens without ads. The top five streamers accounted for about three-fourths of all time spent with streaming.

The other half is split between ad-free services (like Apple TV+), ad-reliant services (like Pluto TV), and hybrid services (like Hulu). When added together, there is a tremendous amount of streaming happening without ads, which is how many users like it. As Disney+ becomes more popular, the share of time spent with ad-supported streaming services will decline further.

What’s more, HBO Max and Hulu will be rolling out in these markets in 2021. Nevertheless, Netflix announced days after its Q3 2020 earnings release that the company will ramp up its content creation efforts in Latin America by launching 10 new original productions between 2020 and 2021.

Other streamers spending heavily on podcast ads included Quibi and Hulu, which were the sixth- and 12th-largest podcast ad spenders, respectively.

The COVID-19 outbreak undermined many of our pre-pandemic US forecasts. Insight can now be gleaned by examining the difference between what we thought would happen as of February 2020 vs. what our forecasts now show.

eMarketer senior analyst at Insider Intelligence Audrey Schomer discusses important considerations when advertising on YouTube, the significance of Hulu's deal with ViacomCBS, whether there's a space in streaming land for Discovery+, and what cord-cutting will look like in 2021.