It also includes free ad-supported services like The Roku Channel, Tubi, IMDb TV, and Pluto TV. This forecast is defined as individuals of any age who watch videos on an ad-supported platform featuring professionally produced content at least once per month.

Whereas our free streaming estimate is restricted to free services like The Roku Channel, Tubi, IMDb TV, and Pluto TV. Half of all digital video viewers will use AVOD services this year, up from 44.2% in 2020. Its growth rate will shrink as AVODs’ user base expands, but we still expect a lot of upside in this area with AVOD reaching 164.0 million people in 2025. .

It also includes free ad-supported services like The Roku Channel, Tubi, IMDb TV, and Pluto TV. We define AVOD viewers as individuals of any age who watch videos on an ad-supported platform featuring professionally produced content at least once per month.

At its NewFronts event, Amazon unveiled interactive ads for streaming video via the IMDb TV app on Fire TV. Upon seeing these ads, viewers can take actions like “add to cart” and “buy now,” using either Alexa voice commands or the Fire TV remote. Introducing direct calls to action into a traditional brand advertising environment could be a game-changer for TV advertising.

Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

In addition, Amazon’s sports programming and its IMDb TV unit should continue to feed the company’s advertising business, which we expect to undergo the largest market share increase of any major US company through 2023. Audio. Maturity, Iteration, and Market Sizing.

Other video ad formats, such as those appearing against video content on Amazon properties like Twitch or IMDb TV, provide a more TV-commercial-like branding experience while being targeted with the rich shopping data Amazon owns.

In addition to selling ads on its ecommerce marketplace and elsewhere on the web, Amazon has an increasing amount of video ad inventory on owned and operated media properties including Twitch, IMDb TV, and Fire TV. In our estimates, we break out our traditional categories of search and display.

Of the remaining half, a large chunk likely goes to Amazon, which sells CTV inventory that appears on its Fire TV operating system as well as its IMDb TV streaming service. While Fire TV has fewer users than Roku does, Amazon can monetize its users more effectively by leveraging shopper/retail data that advertisers crave, said Dave Morgan, founder and CEO of TV targeting company Simulmedia.

Other video ad formats, such as those appearing against video content on Amazon properties like Twitch or IMDb TV, provide a more TV-commercial-like branding experience while being targeted with the rich shopping data Amazon owns.

Amazon announced that it’s beta testing ads that will let viewers make direct purchases on IMDb TV, either through their Alexa or their Fire TV remote. Shoppable video ads aren’t new, but what’s exciting about Amazon’s announcement is that the ads are coming to the biggest screen in the house via Amazon Fire TVs.

Growth was driven by search revenues from Sponsored Products and Sponsored Brands, while video ad revenues on properties including Amazon Fire TV, Twitch, and IMDb TV grew significantly as well.

Tubi, Pluto TV, and Crackle all currently license MGM content, for example. In the long run, as those deals begin to expire, the company could also opt to make MGM content exclusive to Prime Video or IMDb TV.

Amazon has a lot of catching up to do with Roku, but it’s also been rapidly building out its ad offerings on Fire TV and its ad-supported streamer IMDb TV. On the streamer side, YouTube was the largest CTV ad seller in the US last year, and we expect more viewing on the platform to shift to CTV screens in the future.

More people are leaving pay TV for digital alternatives, as TV networks increase their subscription costs and end promotional prices.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

The video streaming long tail includes ad-supported video on-demand (AVOD) services like Tubi, Amazon-owned IMDb TV, Sony Crackle, Popcornflix, Xumo and Viacom-owned Pluto TV. TV makers Samsung and Vizio launched free streaming services, too. These services are growing but are small compared with YouTube, Roku or Hulu.

With a growing inventory of premium ad-supported video—which includes IMDb TV, certain live sports, and perhaps one day Prime Video—the opportunity appears even larger. Now imagine Amazon introducing direct-response TV ads using the voice-activated Fire TV Remote.

eMarketer forecasting analyst Eric Haggstrom breaks down Amazon’s ad business for search and display.