As more people cut the cord, viewers are increasingly tuning in to live digital video services.

In this year’s Key Digital Trends report, we identify what changes are coming to the digital media and technology landscape in 2020 and why they matter to marketers.

Connected TV (CTV) ad buyers must consider how CTV purchases factor into their broader digital and TV campaigns. Figuring out how to best plan, buy and measure CTV ads is becoming more consequential as more money flows into this area.

Advertisers are embracing the popularity of connected TV by allocating more money to streaming platforms.

More people are leaving pay TV for digital alternatives, as TV networks increase their subscription costs and end promotional prices.

Ad dollars and viewers are pouring into digital video platforms as the TV industry continues to lose subscribers.

US advertisers are committing more dollars upfront for linear TV and digital video, however the percentage of digital video ads being sold programmatically continues to increase.

Subscription-based video is growing across a broad spectrum of services, from on-demand platforms like Netflix to aggregators that deliver live TV over the internet.

US digital video ad spending is on track to exceed our previous forecasts, while TV also got a bump thanks to increased political spending in H2 2018.

In the US, disruption in the sports broadcasting industry is coming from league-based subscription services; standalone services run by broadcasters and independent startups; linear OTT providers; and social and digital media companies.

Digital video spending is growing on both ad-supported and subscription-based platforms, while TV ad spending will decrease for the first time since the Great Recession. Time spent on each of those mediums is following similar patterns.

US subscription-based video providers are growing their user bases and revenues as audiences move from traditional pay TV toward digital services they consider more affordable and flexible.