Combined US TV and connected TV (CTV) ad spend will grow every year through to the end of our forecast period in 2027, when it will reach nearly $100 billion, according to our October 2023 forecast.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

Max canceled 26.9% of its shows between January 2020 and August 2023, ahead of streaming’s overall cancellation rate of 12.2%, according to Variety Intelligence Platform and Luminate.

Connected TV (CTV) technology is advancing by leaps and bounds, which is enabling advertisers to better target audiences, measure outcomes, and implement performance marketing strategies. Read how CTV is transforming streaming and advertising at large, including linear TV and social media.

Linear upfront spending is expected to remain flat for the foreseeable future, but marketers are increasingly turning to connected TV (CTV), with advertisers projected to spend more than $8 billion on CTV ads at this year’s upfronts and NewFronts.

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.

While marketers still view TV as a unique brand-building vehicle, they’re also coming to understand the possibilities that connected TV (CTV) offers. In fact, 52% of marketers currently use CTV for performance marketing with the aim of generating measurable web visits, conversions, and revenues, according to MNTN research.

UK consumers have a voracious appetite for digital video content, but the cost-of-living crisis is boosting ad-supported options, particularly broadcaster video-on-demand services. Netflix’s pivot to an ad tier, meanwhile, may have legs.

We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year—in other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.

CTV devices now account for a significant amount of time consumers spend with digital media. That’s a major reason why time spent with digital video will exceed time spent with TV this year.

There’s no stopping the retail media juggernaut. At $45.05 billion in US spending in 2023, it’s already far ahead of connected TV and closing in on traditional TV.

Despite a tightening ad market, the Super Bowl powers on: Fox has sold out spots for Sunday’s game, with prices stabilizing after last year’s jump.

The long goodbye for TV advertising: The longtime de facto ad channel kicked off a slow death that will take years to complete as digital channels claim the throne.

Keeping tabs on shifting consumer habits is paramount for brands in Canada. In 2023, we expect more changes in how media is consumed and what advertisers can do to tap into these new channels.

As linear technology improves and consumers adopt more digital TV alternatives, the TV market is cruising toward a more “advanced” future. Advertisers are amping up spend accordingly.

Nearly a quarter of TV viewers no longer watch linear TV—they’re flocking to other options like ad-supported video-on-demand. Today’s advertisers must understand the nuances of the landscape to effectively reach customers.

Geico’s marketing layoffs should worry advertisers: The ad industry is unprepared for consumers’ shift to digital channels, and marketers are rethinking everything.

Automakers reel in ad spending as the economy tightens: TV spend saw a major dip in June but has opportunities to recover.

Marketers across five leading verticals all allocated more than 50% of video impression share to connected TV (CTV), according to a 2021 Innovid report, illustrating CTV’s position as a mainstream way of consuming content.