Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

Consumers are feeling the squeeze of the rising cost of subscriptions. Nearly seven in 10 (67%) US consumers saw at least one of their subscription services increase their cost, per March 2024 survey by CNET. Meanwhile, more than half (52%) of US adults have canceled a streaming service subscription because of increased pricing, per October 2023 data by TransUnion and Dynata.

NBA lands historic media deals: New agreements with Disney, NBC, and Amazon promise expanded coverage and increased accessibility for fans.

Netflix viewership grows thanks to hit show ‘Bridgerton’: While Netflix is seeing gains, it still falls behind NBCU, YouTube, and Disney.

New NBA broadcasting deals with NBC and Amazon: These partnerships, pending approval, are set to enhance live sports accessibility and boost advertising revenue.

Most subscription streaming services offer ad-free and ad-supported plans. After Amazon Prime Video introduced its ad plan in January, Apple TV+ became the biggest advertising holdout among streamers. Advertising holdouts have gradually accepted commercial breaks in their programming.

Streaming has been a home run for sports-based advertising Through sports rights, new and niche content, and creative ad formats, every major streamer is attempting to grab a share of sports connected TV (CTV) ad spend.

Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.

Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.

Roku in talks for exclusive MLB Sunday broadcasts: A shift from NBC to Roku could reshape sports streaming landscape.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

Sports streaming momentum keeps building: Roku and NBA team up on FAST channel as Peacock and Prime Video win more exclusive streaming deals.

Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.

The ecommerce giant’s launch of ads on Prime Video instantly gave it the largest audience for an ad-supported subscription video service in the US.

Netflix and YouTube are siphoning subscription revenues from pay TV’s losses. By the end of 2025, more than half of US video subscription revenues will go to streaming services.

TikTok is intent on growing livestream sales: The platform plans to open live studios and is testing ways to make all content shoppable, even as retailers shift focus to shoppable TV.

Streaming services are raising subscription prices to nudge viewers to choose advertising plans. While striving toward profitability amid rising content costs, streaming services have prioritized ad-supported tiers, which tend to generate more revenues per user than ad-free tiers.

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.

TV ad spending is declining faster than we expected, but CTV is making up the shortfall, resulting in overall market growth.

Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.