While TV investments have remained resilient, YouTube is looking to drive viewership in a unique, consumer-first way. In this Q&A, Google's Brian Albert, managing director, shares why linear TV is largely going to revolve around live sports and news and connected TV is going to be the main topic in every Upfronts negotiation this year.

YouTube viewers are pivoting to TV screens as their method of choice for watching content, a trend that experienced significant growth before and during the height of the pandemic. We estimate that 113.1 million US YouTube viewers, 52.8% of total viewers, watched the platform's content on connected TV (CTV) devices in 2020. Those numbers will increase to 130.8 million and 57.7% by 2022.

Fueled by connected TV, programmatic video has expanded significantly. However, there remain concerns over difficulties with cross-platform measurement, ad fraud, and the lack of uniform standards.

Invest in CTV as Traditional TV Viewership Shifts to Streaming. Connected TV (CTV) is on the rise in Latin America as viewing habits go digital. Consumers are cutting the cord in favor of digital streaming services. While the majority of digital video viewers stream on mobile devices, CTV usage is becoming more commonplace.

Is YouTube mostly watched on connected TVs (CTVs)? Most time spent on YouTube still happens on mobile, but its CTV viewership is surging. This year, 123.8 million people will watch YouTube via CTVs. How fast is viewership on free streaming services growing? This year, the number of free premium video streaming viewers will increase by 18.4% to 89.2 million.

Sub OTT usage has become nearly as mainstream as YouTube. This year, 55.7% of all digital video viewers worldwide will be sub OTT users. That’s just a shade behind YouTube, at 63.5%. YouTube remains the most popular way to consume digital video globally (it is still well ahead of TikTok and other social media), but the combined might of the world’s sub OTT services are getting close.

These figures show viewers of Disney+, YouTube, and Netflix are more likely to be young when compared with other CTV viewers. But out of these three, Disney+ leans most heavily into young audiences. Content. Highlight of Q1 2022:. The number of scripted original series produced increased in 2021 after a decline in 2020, per FX Networks. What to look for in Q2 2022:.

In analyzing the media landscape, the Interactive Advertising Bureau (IAB) is reimagining the future of digital viewership. In this Q&A, the IAB's Eric John, vice president, media center, discussed continuous growth in video advertising and connected TV, why the old model of a million-dollar TV commercial playing once everywhere is gone, and how to make creative work better.

Whether it’s fluctuating viewership or leveraging data-driven technologies to identify the right time and place for brand awareness, there's power in being flexible. In this Q&A, Mediahub's Carrie Drinkwater, chief investment officer, shares where marketing attention is shifting, what clients are looking for, and where new obstacles are rising.

Connected TV and programmatic video ad spending continues to exceed expectations in the US.

Much of CTV ad inventory is delivered via IPTV boxes to apps like YouTube, which accounts for a significant portion of CTV spending. (Our CTV ad spend forecast excludes network-sold inventory from traditional linear TV and addressable TV advertising on IPTV boxes.) TV ad spending will also get a boost because of the increased addressability of linear TV inventory and better ad performance measurement.

YouTube viewing is shifting to connected TV (CTV) screens, a behavioral change that could help make YouTube a powerful alternative for TV advertisers moving dollars to digital video.

Digital video subscription fees are rising amid a cord-cutting surge, and Netflix, Disney, and YouTube are chief among those reaping the benefits.