This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Thanks to Hulu and ad-supported tiers, Disney streaming profits: The company solidified its position as a streaming ad leader with a strong Q3.

Our forecast for time spent with media has held relatively steady throughout 2024, but several important milestones are on the horizon.

On today’s podcast episode, we discuss the future of streaming, which streaming service stands out above the rest, how streamers are bringing more sports programming online, and what kind of programming people watch. Listen to the discussion as host Marcus Johnson welcomes analysts Paul Verna and Daniel Konstantinovic to the podcast.

On today's podcast episode, we discuss how much time folks are spending with TVs and CTVs, how many ad dollars are going to both, and which of the streaming platforms will make the most from ads going forward. Tune in to the discussion with our analyst Ross Benes.

Catch up on how FAST services are shaking up TV advertising.

Most subscription streaming services offer ad-free and ad-supported plans. After Amazon Prime Video introduced its ad plan in January, Apple TV+ became the biggest advertising holdout among streamers. Advertising holdouts have gradually accepted commercial breaks in their programming.

Disney, Fox, and WBD unveil Venu Sports: New streaming service still has hurdles to overcome before fall 2024 debut.

Total media ad spending growth has stabilized, and digital ad spending is set for an extended period of low double-digit annual increases. Amazon, TikTok, and Instagram will be the main growth drivers this year.

A major rebound for Disney's streaming sector: Losses cut dramatically to $18 million, while Disney+ adds 6.3 million subscribers thanks to key partnerships.

Netflix exceeds Q1 forecasts with strong earnings and subscriber growth: Shifts reporting focus from subscriber numbers to revenue and engagement starting 2025.

On today's podcast episode, we discuss why social media platforms are less equipped to stop toxic content, the main ways AI will heighten brand safety concerns, and steps marketers can take to mitigate risk. "In Other News," we talk about whether brands repurposing vertical video ads for TVs can work and what Hulu adding its content to Disney+ means for the streaming universe. Tune in to the discussion with our vice president of content Paul Verna.

More subscription video streaming services are pushing advertising. At the same time, free ad-supported streamers are gaining viewers. These developments provide advertisers with more options to find audiences.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.

US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.

Every major streaming company—and some not so major ones—is investing in live sports. As they compete for broadcast rights, they’re seeking advertisers. Exclusive inventory is a draw, but benefits like first-party data and the ability to execute on lower-funnel objectives are also helping streamers woo live sports advertisers.

The ecommerce giant’s launch of ads on Prime Video instantly gave it the largest audience for an ad-supported subscription video service in the US.

On today's podcast episode, we discuss how the upcoming giant sports streaming service from Fox, Warner Bros. Discovery, and ESPN benefits The Walt Disney Co.; what will happen when Hulu and Disney+ combine; and why Disney is now choosing to invest so much in Epic Games. "In Other News," we talk about what to make of Roku's current market position and what YouTube Premium has taught us about ad-free video. Tune in to the discussion with our analyst Ross Benes.