Among connected TV (CTV) companies we forecast, Hulu will lead in US ad revenues in 2021 at $3.13 billion, up 44% over 2020.

A standard currency for TV and digital is unlikely, despite buyers’ wishes: Media buyers want more connection between linear and streaming TV, and though individual networks are making strides, an industrywide solution is unlikely.

YouTube viewers are pivoting to TV screens as their method of choice for watching content, a trend that experienced significant growth before and during the height of the pandemic. We estimate that 113.1 million US YouTube viewers, 52.8% of total viewers, watched the platform's content on connected TV (CTV) devices in 2020. Those numbers will increase to 130.8 million and 57.7% by 2022.

Amazon’s new smart TVs will disrupt both the connected TV (CTV) and TV measurement industries: Amazon Fire TV is already a major player, but its new CTV lines will let it take advantage of the ongoing fracturing of TV measurement.

Around the world, mobile is the No. 1 device for watching YouTube, capturing 63% of the platform’s video views in Q2 2021.

High prices drive people to ditch pay TV

Advertisers may never see the likes of Nielsen again: NBCUniversal announced it is creating an independent measurement system in partnership with other firms.

How Olympic viewers streamed the opening ceremony

eMarketer forecasts that retail media and connected TV (CTV) will be among the fastest-growing digital ad channels this year. Jed Dederick, senior vice president of global client and agency development at demand-side platform The Trade Desk, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss what the firm has learned over the course of the pandemic, what buyers want from CTV and retail media, and why resolving the identity crisis is so important.

Roku soars at the upfronts: Advertisers’ upfront spending commitments with the platform doubled from last year, as interest in CTV continues to rise.

Attack of the clones: Now that most major social platforms have a TikTok-like feature, each is exploring different ways to use short-form video to further their longer-term goals.

For the first time, we have broken out the portion of US upfront digital video ad spending that goes to connected TV (CTV). This year, advertisers will increase their upfront CTV video ad spending by almost 50% year over year to $4.51 billion.

US programmatic digital display ad spending continued growing at double-digit rates during the pandemic, and we expect it to reach a milestone next year when more than 9 in 10 digital display ad dollars are transacted using some form of automation.

The medium screen: New data on ad impressions shows that more YouTube viewing is happening on TVs, suggesting the platform will soon become an increasingly popular place to reallocate TV ad dollars.

“Roku Recommends” rolls out: The new show from Roku’s branded content studio surfaces top streaming content and gives advertisers a chance to reach viewers who might otherwise skip straight to ad-free services.

This report explores our Q1 2021 estimates of time spent with media in the US and analyzes which behaviors will stick in 2021.

Before the pandemic, linear addressable TV ad spending was soaring in the US, with annual growth rates of 50.7% in 2018 and 36.5% in 2019. But that spending increased by just 7.3% in 2020, amid advertising budget cuts in the TV industry.

NewFronts recap: Exclusive content on ad-supported platforms, shoppable shows, and creator-driven video content on social media were three major trends we saw at the NewFronts this past week.

Connected TV (CTV) advertising was a beneficiary of pandemic trends and remains one of digital advertising’s fastest-growing channels. Last year, linear TV decreased in importance to advertisers, as cord-cutting accelerated and more programmatic CTV inventory became available than ever before.

What to look out for at the NewFronts: CTV and social video will shine at this week's digital upfront presentations, as both formats have grown rapidly over the past year.