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

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.

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

TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

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.

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.

Viewership in Canada is changing, as more eyeballs turn to connected TV and digital video for long-form content.

The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.

Netflix’s advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

Heavy media consumption in Canada across digital and traditional channels has led to a range of effective ad formats for brands.

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.

So far this year, there’s been Google versus Microsoft and TikTok versus … well, everyone. But another battle is emerging as Amazon and Apple go head to head for ad dollars, streaming viewers, and the health vertical.

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 CEO Susan Wojcicki is leaving YouTube, the company's top concerns at the moment, and what the future holds. "In Other News," we talk about ads for Apple TV+ and a startup that is attempting to improve ad measurement. Tune in to the discussion with our analyst Evelyn Mitchell.

Apple will begin its advertising ascendancy in the coming year: The tech giant could see spectacular ad growth the remainder of the decade.