Connected TV is no longer a niche ad channel—it’s the new normal. With streaming platforms adding ad-supported tiers and Amazon flooding the market with inventory, CPMs are dropping while ad opportunities expand.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

OTT video is popular whether it’s free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

CTV inventory has surged, but the linear TV ad market remains much larger.

A hot mic moment revealed Disney’s advertising audience: The company’s Q4 earnings came with AVOD revelations and significant gains in India.

Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.

US eCPMs for digital video, display, and audio formats fell in Q2 2024—the average decrease was slight on a QoQ basis but more pronounced on a YoY basis.

‘Star Wars’ is coming back for another trilogy: Disney is likely to spend heavily, and a pipeline to streaming could bolster Disney+ revenues.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

Ad-supported streaming is on the rise as viewers opt for cost-friendly options from platforms like Netflix and Disney+. With audience fragmentation increasing, advertisers must adopt smart, performance-driven strategies to stay effective in the evolving connected TV landscape.

Study finds 57% of streamers choose AVOD tiers: Consumers seek affordable alternatives amid subscription price hikes.

Millennials outpace Gen Z on eight of the 12 digital platforms EMARKETER tracks.

Streaming services are offering a multitude of bundles as they try to expand their ad-supported audiences.

Disney+ begins its password-sharing crackdown: The change will give a lengthy boost to ad-supported subscribers, heating up the streaming race.

The number of companies that generate more than $1 billion in annual US CTV ad sales grew from two in 2020 to five in 2024

In part one of this two-part podcast episode, we discuss some medium-term predictions that are too specific to be 100% certain about but could still come true, including: why the sentiment towards GenAI might turn, what to expect from Google’s new consent workflow now that it is not phasing out third-party cookies from Chrome, and why Tubi might be about to leapfrog Hulu, Disney+, and Peacock. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell-Wolf, and Max Willens.

The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

DirecTV bends the knee to Disney: After a major blackout, the pay TV provider is offering a path to join Disney+ and Hulu.

Advertisers and tech vendors look to capitalize on CTV’s growing importance in digital advertising.