YouTube will soon sell subscriptions to other streamers: Major rivals like Netflix and Disney are notably absent as YouTube gears up to take them on.

With a growing number of streaming channels, it can be challenging for marketers to put together a comprehensive connected TV (CTV) strategy. But it’s never been more important to do so. This year, we estimate that CTV ad spend will total $18.89 billion. As growth accelerates, that number will double by 2026, reaching $38.83 billion.

The digitally native generation does not watch TV the same way baby boomers, Gen Xers, and even millennials might. Here are five tips we picked up at NYC Advertising Week that marketers can use to engage Gen Z with TV.

As linear technology improves and consumers adopt more digital TV alternatives, the TV market is cruising toward a more “advanced” future. Advertisers are amping up spend accordingly.

These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

In August, ad spending dropped for the third month in a row. But the outlook for spending isn’t so cut and dry. “If you start at that pre-pandemic point and you plot a curve to where we are now, we're actually not doing so badly,” our analyst Paul Verna said on a recent “Behind the Numbers” podcast.

Nearly a quarter of TV viewers no longer watch linear TV—they’re flocking to other options like ad-supported video-on-demand. Today’s advertisers must understand the nuances of the landscape to effectively reach customers.

There are a few ways to view the decline of the pay TV bundle. In our pay TV figures, we exclude vMVPDs, which deliver live TV over the internet. When viewed this way, pay TV will decline 7.2% this year to 66.4 million households. That figure will drop to 54.3 million households by the end of 2026.

Smart TVs are staring down a very different landscape: Hardware sales will recover this year as the industry addresses concerns about miscounting ads.

Banks’ continued investment in marketing, led by the sales of products and solutions to the mass affluent, signals sustained growth in digital ad spending on the heels of a historic snap back in budgets since the pandemic—despite a looming economic downturn.

In the US, digital retail media and the ecommerce channel are growing faster than any other major ad format except connected TV. This report analyzes our latest retail media forecast and examines the role market uncertainty could play in this space.

CTV spend will see a downturn after Roku’s Q2: Months of macroeconomic pains and murky CTV credibility hurt the sector’s ad spend.

On today's episode, we discuss why connected TV (CTV) is having its moment, what kinds of targeting capabilities exist, and what measurement metrics matter most. "In Other News," we talk about bringing "issue advocacy" segments to TV and what to make of Roku and Walmart teaming up to make streaming the next online shopping destination. Tune in to the discussion with Jeff Teng, vice president, business development at MNTN, and our analyst Evelyn Mitchell.

Beyond just advertising, Alphabet’s tech touches nearly everything. This report looks at 23 of its most important business areas, examining their maturity, disruption of the market, leverage over partners, integration with other products, and five-year outlook.

Learn how advertisers, publishers, and ad tech players operate in the programmatic marketplace that fuels over 90% of digital display ad spending.

Smart TVs are the most popular connected TV (CTV) device in the US, finding a home in 59% of households with these devices. Some 30% use Amazon Fire TV’s streaming sticks and boxes, while 28% use those of Roku.

A challenging market environment is complicating insurance CMOs’ already expanding role. Honing strategies that meet evolving consumer expectations can help CMOs maximize customer lifetime value and deliver profitable growth.

Come 2024, the number of cord-cutters and cord-nevers, at 138.1 million, will surpass the pay TV viewership, at 129.3 million, in the US. The gap will continue to widen as more people say goodbye to traditional cable, satellite, or telecom live TV services.

Amid TikTok’s meteoric rise, many marketers may be wondering whether YouTube is still relevant. The short answer is yes. But YouTube will need to carve its own niche in creators, commerce, and short video to stay relevant in 2022 and beyond.

Streamers poised to take greater share in US upfront market: Advertising dollars will flow to services such as Hulu, Peacock, Roku, and YouTube TV.