Connected TV (CTV) ad spend in the US will pass $25 billion this year and continue to grow by double digits through the end of our forecast period in 2027. Even with a challenging market, the format is in decent shape.

YouTube is positioned to be an advertising powerhouse. It’s one of the original digital video players, courting advertisers at a time when connected TV advertising is climbing. The platform’s Google ties offer it a more trustworthy reputation in the US than TikTok. And use is already extremely high. But YouTube’s high standing also makes growth difficult. Here are five charts summarizing YouTube’s position and potential.

It’s been an upfronts season like none other as digital creeps into linear’s territory and the Writers Guild of America writers’ strike rages on. “We’re kind of at an inflection point,” said our analyst Paul Verna. From a buyer’s market to tumult at NBCUniversal, here are five trends Verna noted from upfronts so far.

On today's episode, we discuss whether the most watched program in the US (the NFL) has a looming viewership problem, Disney+ and Hulu joining forces, whether the free returns party is over, ride-hailing apps giving mixed messages, YouTube viewership on TV screens, the best-selling video games in history, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Paul Verna.

A Disney purchase of Hulu would upend the streaming industry: Comcast CEO Brian Roberts said it’s willing to sell its stake to Disney, ending a stalemate.

Price hikes helped Disney offset subscriber losses: Disney remained relatively still in its earnings report, but the year ahead will have major shifts.

Ad spending is looking shaky for many of the legacy formats across digital and traditional. New channels have arrived, however, and there are bright spots. This year could be rough, but 2024 is looking better.

Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.

Disney and Kroger team up to enhance targeting, measurement capabilities: The partnership gives CPG advertisers the ability to better connect ad exposures to sales or their KPI of choice. (This article was written with the assistance of ChatGPT.)

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

US consumers are flocking to low-cost plans with some amount of advertising.In 2022, increases were especially pronounced among ad-supported video on-demand (AVOD) services.

Despite a surge in ads, connected TV (CTV) faces the same challenge as traditional TV: getting consumers’ attention. Our analyst Paul Verna shares why co-viewing won’t hurt CTV’s targeting abilities and how too much repetition may make ads ineffective.

Ad-supported video gains viewership, time spent on digital video surpasses TV, and streaming services pivot from audience growth to profitability.

On today's episode, we discuss why Disney+ lost around 3 million subscribers, how much its new ad-supported tier can move the needle, and whether The Walt Disney Co. is more likely to buy the rest of—or sell—Hulu. "In Other News," we talk about how connected TV (CTV) viewers feel about "enhanced" ad formats and what a new category of video called "accompanying in-stream" is all about. Tune in to the discussion with our analyst Paul Verna.

This report presents five of the most intriguing and/or under-the-radar positive forecasts for 2023 that clients should be aware of, as compiled by our forecasting team.

Is Bob Iger really willing to let Hulu go? The new/old CEO eased up on his predecessor’s aggressive buyout ambitions after a rough quarter.

In a turn echoing Netflix, Disney+ has its first quarterly subscriber loss: Disney managed to squeeze by thanks to strong parks and movie results, but its streaming venture has hit a bump.

Netflix’s lead in viewership over other services isn’t as large as it once was. But Netflix is still streaming’s king.

Ads go live on Netflix and Disney+, YouTube ad revenues decline, and streaming services get creative about financing content production.

Before the pandemic, Roku, Hulu, and YouTube made up about half (45.9%) of the US connected TV (CTV) ad market. That market has expanded significantly. Despite solid US CTV ad revenue growth across all three companies, their combined share will account for around one-third of the $26.92 billion that will go to CTV in 2023.