Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.

Connected TV is no longer a niche ad channel—it’s the new normal. With streaming platforms adding ad-supported tiers and Amazon flooding the market with inventory, CPMs are dropping while ad opportunities expand.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

CTV inventory has surged, but the linear TV ad market remains much larger.

Retailers, streamers embrace shoppable TV ads to shorten the path to purchase: WBD, Amazon, Kroger, and The CW Network are relying on the format to drive product discovery and sales.

A hot mic moment revealed Disney’s advertising audience: The company’s Q4 earnings came with AVOD revelations and significant gains in India.

Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.

67.5 million US households use smart TVs, making it the No. 1 device among connected TV (CTV) households across the country, according to July 2024 data from Comscore.

The traditional TV bundle will further decay as more live sports embrace streaming.

Study finds 57% of streamers choose AVOD tiers: Consumers seek affordable alternatives amid subscription price hikes.

Charter Spectrum now offers $65 worth of streaming services: While easy access to alternatives could accelerate churn, pay TV has little choice.

The new feature generates offline playlists without manual downloads, boosting the app’s stickiness and expanding streaming options.

Disney’s going for efficiency across the board: Ad sales will be largely automated by 2027, while content teams are streamlined behind the scenes.

Streaming services are offering a multitude of bundles as they try to expand their ad-supported audiences.

Disney+ begins its password-sharing crackdown: The change will give a lengthy boost to ad-supported subscribers, heating up the streaming race.

The number of companies that generate more than $1 billion in annual US CTV ad sales grew from two in 2020 to five in 2024

In part one of this two-part podcast episode, we discuss some medium-term predictions that are too specific to be 100% certain about but could still come true, including: why the sentiment towards GenAI might turn, what to expect from Google’s new consent workflow now that it is not phasing out third-party cookies from Chrome, and why Tubi might be about to leapfrog Hulu, Disney+, and Peacock. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell-Wolf, and Max Willens.

The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

DirecTV bends the knee to Disney: After a major blackout, the pay TV provider is offering a path to join Disney+ and Hulu.

In seven charts, this report tells the story of some of the most critical trends that digital leaders need to know about in 2024 and beyond.