Although linear TV can’t be dismissed just yet, and CTV has a ways to go before claiming its crown, here are three key 2024 milestones that attest to its growing ad power.

43% of US advertisers are pulling spend from linear TV to increase investment in programmatic connected TV (CTV) advertising, per November 2023 data from Proximic.

New data sets, often referred to as big data, are revolutionizing the way we understand television viewing patterns. Find out how these insights are benefiting both buyers and sellers in the media industry.

Catch up on the big events and trends shaping how advertisers measure linear and connected TV advertising.

Here are five charts that reveal the scale and outlook for CTV from the perspective of its access points.

As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.

In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

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.

US adults will spend 55 minutes more per day with digital video than with traditional TV in 2024, per our February 2024 forecast.

Even the oldest members of Gen Alpha (born between the early 2010s and 2024) are younger than the iPad. For this digitally native generation, YouTube is the place to be, but other media channels like streaming platforms and even podcasts are popular. With the future of Gen Alpha’s social media use uncertain as states like Florida bar children under 14, marketers should know where the demographic is consuming content.

As Latin America’s digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time—and money—if they wish to maintain a competitive edge in today’s rapidly evolving business environment.

This year has the makings for a major year in advertising, with big events like the Olympics and the presidential election on the calendar. But don’t expect 2024 to follow the same patterns as 2020 or 2016. Following duel strikes and in the midst of streamer consolidation, this year media planners need to be agile aware of changes in consumer sentiment and content. Here are five trends media experts think you should watch.

Consumers today have access to a lifetime’s worth of TV content across a wide range of sources. On the surface, the fragmented nature of where content comes from can be challenging for media planning, but with a strong focus on time spent, it doesn’t have to be.

The 2024–2025 upfronts and NewFronts promise to be interesting. This year’s planning season will showcase the interplay between consumer preferences and TV viewing habits, underscoring the urgency for industry-wide innovation and flexibility.

47% of US digital media professionals think social media will face serious challenges in the next 12 months, per a September 2023 Integral Ad Science survey by YouGov.