COVID-19 has altered the relationship between TV viewership supply and advertising demand.

COVID-19 has dampened 2020 TV advertising—however, data-driven linear (DDL) and addressable TV stand ready to scale as economic conditions eventually return to normal.

With more viewers leaving traditional TV for digital streaming options, marketers are figuring out how to comprehensively measure their video audiences.

As more people cut the cord, viewers are increasingly tuning in to live digital video services.

The video streaming industry has become more competitive than ever, and marketers are figuring out how to build media plans around the fragmented market.

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

More people are leaving pay TV for digital alternatives, as TV networks increase their subscription costs and end promotional prices.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

Media and entertainment companies are increasing their digital ad spend at a greater rate than other verticals as revenues surge in the music and film industries and digital video and gaming platforms try to outcompete one another.

US advertisers are committing more dollars upfront for linear TV and digital video, however the percentage of digital video ads being sold programmatically continues to increase.

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.

While digital video platforms like Netflix are investing heavily in producing their own original shows, many people prefer to watch licensed content when they stream video.

This report gives an update on the major TV networks’ advanced targeting offerings ahead of the 2019-2020 TV upfront sales season.

US digital video ad spending is on track to exceed our previous forecasts, while TV also got a bump thanks to increased political spending in H2 2018.