Ad spending is looking shaky for many of the legacy formats across digital and traditional. New channels have arrived, however, and there are bright spots. This year could be rough, but 2024 is looking better.

Connected TV (CTV) will be the fastest-growing major ad format in 2023, despite a downward revision in our latest forecast. Time spent on CTV is also showing big gains.

Disney and Kroger team up to enhance targeting, measurement capabilities: The partnership gives CPG advertisers the ability to better connect ad exposures to sales or their KPI of choice. (This article was written with the assistance of ChatGPT.)

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

US consumers are flocking to low-cost plans with some amount of advertising.In 2022, increases were especially pronounced among ad-supported video on-demand (AVOD) services.

Despite a surge in ads, connected TV (CTV) faces the same challenge as traditional TV: getting consumers’ attention. Our analyst Paul Verna shares why co-viewing won’t hurt CTV’s targeting abilities and how too much repetition may make ads ineffective.

Ad-supported video gains viewership, time spent on digital video surpasses TV, and streaming services pivot from audience growth to profitability.

On today's episode, we discuss why Disney+ lost around 3 million subscribers, how much its new ad-supported tier can move the needle, and whether The Walt Disney Co. is more likely to buy the rest of—or sell—Hulu. "In Other News," we talk about how connected TV (CTV) viewers feel about "enhanced" ad formats and what a new category of video called "accompanying in-stream" is all about. Tune in to the discussion with our analyst Paul Verna.

This report presents five of the most intriguing and/or under-the-radar positive forecasts for 2023 that clients should be aware of, as compiled by our forecasting team.

Is Bob Iger really willing to let Hulu go? The new/old CEO eased up on his predecessor’s aggressive buyout ambitions after a rough quarter.

In a turn echoing Netflix, Disney+ has its first quarterly subscriber loss: Disney managed to squeeze by thanks to strong parks and movie results, but its streaming venture has hit a bump.

Netflix’s lead in viewership over other services isn’t as large as it once was. But Netflix is still streaming’s king.

Ads go live on Netflix and Disney+, YouTube ad revenues decline, and streaming services get creative about financing content production.

Before the pandemic, Roku, Hulu, and YouTube made up about half (45.9%) of the US connected TV (CTV) ad market. That market has expanded significantly. Despite solid US CTV ad revenue growth across all three companies, their combined share will account for around one-third of the $26.92 billion that will go to CTV in 2023.

We believe Netflix remains the most watched service in the world, but it is not alone at the peak.

Declining TV viewing, tiered streaming, emergent ad businesses, and content spending cutbacks will be among the most prominent 2023 video trends.

We expect US subscription OTT video ad spending to near $10 billion and account for 3.4% of all digital ad spending—and 10.2% of total video ad spending—by the end of 2023.

New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.

Around 60% of US TV viewers think the number of ads on Hulu, Discovery+, and HBO Max is reasonable. Fewer of them feel the same about Paramount+ and Peacock, while live TV is considered the biggest offender in this respect.

Apple's streaming price hikes test their brand equity: The tech giant's audio and video services are getting more expensive; will consumers grin and bear it?