On today's episode, we discuss how time spent watching TV is changing, how TV ads favorability stacks up against other formats, and what's contributing to TV ad spending's resilience. We then talk about Paramount+ introducing a new tier with ads, how much time people spend with subscription-based vs. ad-supported video, and how much money are people willing to spend for the video streaming entertainment. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Ross Benes.

TV vs. Digital Video: OTT Video Service Usage Drives More CTV Gains, TV Resumes Its Pre-Pandemic Decline. Time spent with linear TV and digital video got a boost from the pandemic in 2020. But TV’s 2020 growth was a blip in a long progressive decline that began in 2012. For digital video, gains followed years of growth amid consistent viewer migration to OTT streaming video services.

We increased our viewer forecast for HBO Max and lowered it for virtual multichannel video programming distributors (vMVPDs). What to look for in Q4 2021:. Updated figures for time spent with media. In September, we published our first-ever estimates for AVOD viewers, free premium video streaming viewers, and YouTube CTV viewers.

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.

Amazon is a major player in the US digital video space, with a powerful mix of original film and TV content; an over-the-top (OTT) service that ranks a close third in users behind Netflix and Disney’s portfolio of services; a growing ad-supported video on demand (AVOD) component via IMDb TV; and licensing of sports streaming rights. Amazon’s video content business includes the following areas:.

That makes YouTube a significant competitor not just in social media but also to other OTT video providers like Netflix and Hulu. A Comscore survey found YouTube was the second most watched service on CTVs in June behind Netflix, making up 21% of hours spent watching. Hulu came in a distant third at 13%.

The Global Media Intelligence Report is a concise, detailed compilation of data and insights about internet users’ traditional and digital media usage in 43 key markets worldwide. With very few exceptions, this 2021 edition covers the same range of metrics we featured in 2020, and the consistency of GWI’s methodology enables us to offer precise year-over-year (YoY) comparisons.