All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

Nearly a third of the US population will be free ad-supported streaming TV (FAST) viewers by 2027, accounting for a total of 114.5 million viewers, according to our September 2023 forecast. That large audience base, coupled with the rise of new players and the abundance of ad inventory, is making FASTs increasingly appealing to media planners—especially those on a budget.

YouTube Premium hits a subscription landmark: The service now enjoys 100 million subscribers after YouTube spent much of 2023 cracking down on ad blockers.

Amazon Prime Video ads launched today, defaulting Amazon’s 163.3 million US viewers into its ad-supported tier unless they pay a premium to opt out. This is good news for Amazon’s $44.26 billion dollar retail US media business. But who could this move hurt?

A shift toward programmatic direct and PMPs in advertising: Open web spending drives sector growth and is forecast to surpass $50 billion by 2025.

The Latin American economy is on the upswing, with digital innovation in the driver’s seat. Our trends report explores how retail media, commerce, and generative AI will be redefined in 2024 and what businesses need to know to get ahead.

As 2023 comes to an end, this is the data you need to kick-start 2024.

The year of streaming price hikes: Streaming services became more expensive than ever in 2023, leading to a focus on bundles and cheaper AVOD tiers.

OTT digital video services are now popular everywhere, although fee-based sub OTT is not yet mainstream in every country. The outlook is positive for both free and paid OTT around the world, but growth will slow significantly.

As the economy improves in 2024, companies will be able to turn their focus toward technological advancements and upcoming regulations.

Prime Video gets its first major advertising partner: IPG Mediabrands will get first-look access to new ad formats when Prime Video debuts ads in 2024.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

Connected TV (CTV) ad spend will exceed $30 billion in the US next year, according to our forecast. At a growth rate of 22.4% YoY, that makes CTV one of the fastest-growing ad formats we track. But where those ad dollars are coming from isn’t so simple.

32% of US adults are watching subscription video-on-demand (SVOD) services less because they are watching more on free streaming services, per a July 2023 Aluma Insights survey. For 34% of US adults, viewing behaviors across streaming services haven’t changed as a result of free streaming services.

Amazon merchants could give it a leg up in the AVOD race: The company has offered to fund ad production for brands that buy at least $15,000 in video commitments.