The pivot to streaming won’t include everyone: Millions of consumers will remain without streaming in coming years. Here’s how brands can reach them.

105.3 million people in the US will watch live sports via digital this year, up from 95.5 million last year, per our September 2024 forecast.

DirecTV and Dish Network attempt to claw back linear TV’s power: A proposed merger would create a pay TV giant that could help it in carriage negotiations.

VideoAmp could gain an edge in Paramount, Nielsen fallout: Though Nielsen has weathered tough Upfront seasons, its latest dispute could deal a major blow.

Total media time is holding steady in Germany, thanks to traditional media’s dominance and growing digital usage. The balance won’t tip toward digital within our forecast horizon, but this shift is inevitable.

On today's podcast episode, we discuss how the time we spend with media is changing—a double milestone for digital and mobile, when time spent watching CTV will catch up with linear TV, and why social media time will fall for the first time ever. Tune in to the discussion with host Marcus Johnson, director of forecasting Oscar Orozco, and forecasting writer Ethan Cramer-Flood.

Total media time spent is falling slowly in France—it won’t drop below pre-pandemic levels until 2026. Meanwhile, digital’s proportion of total media time is gaining as traditional media falls out of favor.

Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media—particularly digital and social video—is picking up some of the slack, but it won’t halt the decline.

CTV is still one of the fastest-growing channels in advertising, fueled by Netflix, Disney+, Max, Amazon Prime Video, and more adding ads to their platforms. But the previously skyrocketing channel has matured, leaving a new TV landscape where advertisers must contend with balancing ads between linear and CTV and buying inventory even as volume shrinks. Here are five key stats advertisers should know about CTV.

As the TV and streaming landscape becomes increasingly fragmented, the terms used to describe different ways to watch are multiplying. We’ve already broken down the difference between connected TV (CTV) and OTT. With subscription video-on-demand (SVOD) platforms becoming ad-supported SVODs, and ad-supported video on demand (AVOD) platforms building out free ad-supported TV (FAST) platforms, it’s difficult to keep track of what cord-cutters are actually watching. Here’s a breakdown.

Ad-supported streaming and live sports are accelerating pay TV’s decline: The largest pay TV providers lost 5 million subscribers in 2023, while SVOD’s market share grew.

25% of US TV/video ad buyers want to have three currencies for impression measurement, according to March 2023 data from the Interactive Advertising Bureau, Standard Media Index, and Advertiser Perceptions. Another 45% opt for four or more currencies.

TikTok wants to court sports advertisers: The app recently held sessions to teach advertisers how to build effective campaigns around major sports events.

Share of viewing time between cable and broadcast TV in the US fell to a combined 49.6% last month, according to Nielsen.

YouTube has a head start in CTV ad spending: Viewers and media companies are pivoting to digital, but spending shows YouTube is well in the lead.

Baby boomers make up the largest share of TV viewers, while 25- to 34-year-olds predominate CTV usage. Marketers increasingly plan their buys across these mediums to achieve their targeting goals.

Connected TV (CTV) ad spend in the US will pass $25 billion this year and continue to grow by double digits through the end of our forecast period in 2027. Even with a challenging market, the format is in decent shape.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

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.