On a gross basis, YouTube will account for about half of our 2021 US CTV programmatic ad spending estimate. While some streaming services prefer to sell their inventory through traditional sales methods like TV networks do, and rely on upfront deals, advertisers are bullish about programmatic’s future role in CTV.
Hulu’s 2021 ad revenue outpaces competitors, but troubles loom: The streamer’s reliance on partners like NBCUniversal to provide content could hamstring further growth.
Programmatic ad spending will account for 93.6% of total UK display ad spending this year, or £7.90 billion ($10.09 billion). Open exchanges, though, will account for a diminishing proportion of that total; spend declined 2.4% in 2020.
Video formats have outpaced nonvideo formats in programmatic ad spending growth since we started measuring the programmatic display market in 2013. In 2022 and 2023, video will grow at almost twice the rate of nonvideo. 2022 marks the first year that video will surpass nonvideo formats in programmatic ad spending. CTV is the primary driver behind that shift.