The way people watch TV is changing. So are the ways brands advertise on TV. Connected TV has seen “monumental progress in just a handful of years,” said our analyst Ross Benes. But that’s not the full story. Here are key TV behaviors and ad trends to watch in the new year.

From streaming to ad measurement and privacy, 2023 will be a year of transformation. Here are four changes we expect in the new year.

In 2022, both YouTube and TikTok captured 46 minutes of their adult US users’ attention each day, per our estimates. Netflix reigned supreme at 60 minutes daily. Time spent with TikTok will tick up every year through 2024, when it will reach 48 minutes per day, but it won’t pass Netflix anytime soon.

Will tech have learned its lesson during economic recovery? A mild recession in 2023 could give rise to tech’s recovery during the second half of the year. Expect industry caution.

Ad-supported video-on-demand (AVOD) viewing will reach more than half of the US population in 2026, up from 41.8% this year, per our forecast.

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

On today's episode, we discuss how brands are reacting to the overall macro-environment and what they are doing to be successful, how you should think about video and audio as another acquisition channel, the importance of incrementality measurement, what the move to ad-supported streaming means for both publishers and advertisers, and more. "In Other News," we talk about how Netflix With Ads is doing after its first month and whether advertising in the sky will become a thing. Tune in to the discussion with our director of briefings Jeremy Goldman and Stefanos Metaxas, chief strategy officer of Bliss Point Media (now part of Tinuiti).

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

Netflix versus TikTok is the battle to watch in 2023.

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.

As the ad revenue shortfall deepens, social media’s legacy players face new competition for users, a complicated situation with creators, and a social commerce rewind.

Netflix experiences growing pains as an ad platform: It misses some viewership guarantees by a mile—though it’s trying to make up for it.

Keeping tabs on shifting consumer habits is paramount for brands in Canada. In 2023, we expect more changes in how media is consumed and what advertisers can do to tap into these new channels.

We believe Netflix remains the most watched service in the world, but it is not alone at the peak.

Subscription fatigue in some regions is real, but the subscription OTT industry still has plenty of room to grow in other markets. Read on for our latest forecasts.

Declining TV viewing, tiered streaming, emergent ad businesses, and content spending cutbacks will be among the most prominent 2023 video trends.

We project over half of the US population will be watching content from at least one ad-supported streaming service monthly by 2026, up from 41.8% in 2022.

Video content formats such as AVOD will continue to rapidly gain audiences over the next few years, even as overall digital video user growth levels off.

Digital video viewership is being propped up by connected TVs (CTVs), which allow for easy access to streaming apps on the biggest screens in households

Despite the Basic With Ads subscription tier being released just two weeks ago, we’re forecasting Netflix will see US ad revenues of $830 million in 2023, growing to $1.02 billion in 2024. It’s an impressive acceleration in ad revenues, but it puts the company behind a few streaming rivals.