The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

Charter Spectrum will offer Max to its customers: A carriage deal with Waner Bros. Discovery continues the trend of streamers winning out in pay TV negotiations.

Advertisers and tech vendors look to capitalize on CTV’s growing importance in digital advertising.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

DoorDash is the latest delivery platform to turn to streaming to boost membership sign-ups: The company will offer DashPass subscribers free access to Max’s ad-supported tier in a bid to boost sign-ups and grow sales.

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.

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

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

Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.

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.

Last week, Apple made news for testing an AI-powered ad product similar to Google’s Performance Max. Apple has been successfully investing in advertising for the past few years. But Google has a multibillion dollar advertising advantage. Even with AI advertising improvements, Apple is nowhere near Google’s ad dominance.

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.

TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

Netflix and YouTube are siphoning subscription revenues from pay TV’s losses. By the end of 2025, more than half of US video subscription revenues will go to streaming services.

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.

TV ad spending is declining faster than we expected, but CTV is making up the shortfall, resulting in overall market growth.

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.

Netflix’s advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

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.