Streaming’s new reality is testing viewers as rising prices, heavier ad loads, and uneven experiences push them to reassess what they keep. Value, tolerance, and convenience now drive the fight for attention.

This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.

New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.

These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

Video is a growing part of advertising on social media. Here’s how advertisers are using video ads on social platforms to drive ad performance throughout the funnel.

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

Connected TV ad spending continues to expand substantially.

More video viewers turn to ad-supported video-on-demand (AVOD) and free streaming options.

Advertisers may never see the likes of Nielsen again: NBCUniversal announced it is creating an independent measurement system in partnership with other firms.

The explosion in vertical video is creating both opportunities and challenges for the Story format. Stories are evolving quickly on Instagram and remain a top venue for influencer activations. But Twitter’s decision to kill off Fleets shows they aren’t popular on all platforms.

Increased political ad spending contributed to a banner year for connected TV.

TV ad spending takes a hit as marketers adjust their budgets amid a recession.

Although mobile video ad spending and viewer numbers are surging, most streaming still happens through TVs. Mobile video consumption and ad spending figures are heavily influenced by out-stream ads that appear within users’ feeds on Facebook, Instagram, Snapchat and Twitter. YouTube also gets much of its traffic from mobile.

Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.

Ads on WhatsApp are to be expected sometime in 2020. And most advertisers we spoke to for our new report on global messaging apps agreed that Status—WhatsApp’s version of Stories—makes sense as a testing ground for ads.

Subscription-based video is growing across a broad spectrum of services, from on-demand platforms like Netflix to aggregators that deliver live TV over the internet.

The US digital video marketplace continues to show strong vital signs, with positive indicators including growth projections in programmatic buying and overall ad spending, momentum in subscription-based monetization, platform launches and gains in time spent viewing.