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.

In response to the shifting advertising landscape, we’ve cut over $5 billion from our US ad spend forecast for 2023, placing it at $278.59 billion. Why the downgrade? Well, for one, last year’s macroeconomic factors are spilling over into this year. And while that may resolve itself in time, there’s another, more permanent issue advertising is facing: privacy changes.

Digital advertising is on shaky ground. Recent changes to our forecasts reflect that uncertainty. We examined what this year will look like for marketers, from retail media’s rise to social networks’ stagnation.

Our analysts have already shared what they think will be the biggest trends of 2023, but we’re not done with the crystal ball just yet. From patchwork TV measurement to Meta cashing in on its messaging apps, our team revealed some thoughts on what’s to come in the year ahead.

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

We cut $5.51 billion from our US digital ad spending forecast for 2023, due to the fallout from Apple’s privacy changes, Google’s deprecation of third-party cookies, and a stricter regulatory environment. Along with inflation and a potential recession, these challenges will depress spending until 2025, when it should return to previously projected levels.

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.

Nearly half (47%) of marketers worldwide would spend more on connected TV (CTV) advertising if they had access to higher-quality targeting data, according to Lotame. Meanwhile, 36% are looking for a more efficient buying or planning process.

As the economy continues to roil, brands will look to some of the most hyped technologies—including generative AI, clean rooms, and Web3—to solve real problems.

With inflation driving up operating costs and a potential recession looming, marketing is getting deprioritized. Our current outlook: Ad spending won’t bottom out

We lowered our expectations for digital ad spending next year amid ongoing data privacy challenges, post-pandemic normalization in investment, and overall market instability.

Next year, connected TV (CTV) ads will move from conception to creative to production faster. That’s according to Michael Hopkins, vice president of go to market at MNTN, who spoke this week on our “Behind the Numbers: The Daily” podcast.

On today's episode, we discuss innovations in connected TV (CTV) and the outlook for next year. "In Other News," we talk about what to make of recent price hikes for streaming platforms and YouTube launching Primetime Channels. Tune in to the discussion with our analyst Paul Verna and Michael Hopkins, vice president of go to market at MNTN.

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

Next year, US connected TV (CTV) ad spend will hit $26.92 billion. This market has grown by double digits each year since we began tracking it in 2017, and it will continue to do so through the end of our forecast period in 2026.

Even as we approach a potential ad spend winter, connected TV (CTV) advertising is in decent shape. Netflix and Disney+ just joined the ad-supported streaming game. Cord-cutters are outpacing pay TV viewers. And YouTube is increasingly watched on CTVs. These five charts offer a closer look at CTV’s past, present, and future.

A successful marketing approach prioritizes knowing and defining your audience, expanding your reach, and giving yourself room to adjust on the fly.

We expect US subscription OTT video ad spending to near $10 billion and account for 3.4% of all digital ad spending—and 10.2% of total video ad spending—by the end of 2023.

Each year, our analysts dig into media and device usage across the world. In total, we looked at 44 markets. Here’s a look at eight key insights our analysts found in the United States and Canada.

The UK is home to some of the most voracious digital video viewers, but planning a campaign across the plethora of video platforms is getting more and more complicated. An increase in ad-supported on-demand platforms is adding to the complexity.