This report analyzes how digital adoption and evolving consumer habits are reshaping South Korea’s retail, media, and payments landscape.

The news: Netflix is dialing up its global ad game, with its latest UK hire signaling what’s to come next for the streaming giant. The company hired Ed Couchman, who previously served as the head of advertising sales for Spotify’s UK and Northern Europe business, to spearhead UK ad sales, per Business Insider. Couchman has served in ad sales roles at Meta, Snap, and Channel 4 in the past. Our take: Hiring Couchman is a critical step in shifting Netflix’s ad focus from the US market to reach foreign advertisers who haven’t taken advantage of its broad reach.

TV networks rely on Netflix for distribution: A deal between Netflix and French broadcaster TF1 is a clear sign of how video power dynamics have shifted.

Connected TV (CTV) is booming in households and becoming significantly more important for advertisers.

Streaming now grabs nearly 44% of US TV time—mostly ad-supported—and more than half of marketers expect to raise connected TV (CTV) budgets in 2025, new research from Nielsen shows. As dollars flow from linear to streaming, unified cross-channel measurement is becoming the new must-have.

OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

Vimeo Streaming empowers creators with subscription tools: The platform helps monetize video content through branded apps, AI tools, and flexible pricing.

US eCPMs for digital video, display, and audio formats fell in Q2 2024—the average decrease was slight on a QoQ basis but more pronounced on a YoY basis.

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.

Live sports programming accounted for nearly 40% of US national TV ad spend in both Q4 2022 and Q4 2023, according to September 2024 data from iSpot.tv.

US streamers will see $66.23 billion in OTT subscription revenues this year, per our December 2023 forecast. Most of that money will come from the biggest players—Netflix, Disney+, Hulu, YouTube, and Paramount+—but over a third ($22.91 billion) will come from other streamers. This potential subscription and ad revenue are why brands like Chick-fil-A and the Dallas Stars NHL team are launching their own streaming services. Here are the driving forces behind the growth of these niche platforms.

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.

Connected TV (CTV) is revolutionizing television advertising by combining engaging content with targeted, data-driven strategies. With 75% of the US population watching OTT video, according to EMARKETER, advertisers have a golden opportunity to reach their ideal audiences.

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

254.2 million people in the US will watch OTT video this year, per our February 2024 forecast. YouTube is close behind, with 241.8 million people watching on the platform.

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.

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.