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.

All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

OTT will account for more than half (53.5%) of US video subscription revenues by 2025, when it will reach $71.92 billion, according to our December 2023 forecast.

Media planners should be paying attention to both digital and linear TV, but attention is obviously moving toward the former. When preparing for upfronts, keep in mind that ads are almost everywhere now, which means an expanding menu of options.

Many in digital advertising, including the Interactive Advertising Bureau, have begun to use connected TV (CTV) as an umbrella term to include content delivered via CTV devices or OTT services.

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

OTT video viewing is about to get a boost in the UK, as traditional TV viewing gets a broadband delivery option next year.

The Asia-Pacific coverage in the Global Media Intelligence Report includes poll results from Australia, China, Hong Kong, India, Japan, New Zealand, Philippines, South Korea, and Taiwan.

The Canada coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

The Central and Eastern Europe coverage in the Global Media Intelligence Report includes poll results from the Czech Republic, Poland, Romania, Russia, and Turkey.

The Latin America coverage in the Global Media Intelligence Report includes poll results from Argentina, Brazil, Colombia, Mexico, and Peru.

The Middle East and Africa coverage in the Global Media Intelligence Report includes poll results from Egypt, Israel, Saudi Arabia, South Africa, and the United Arab Emirates.

The Southeast Asia coverage in the Global Media Intelligence Report includes poll results from Indonesia, Malaysia, Singapore, Thailand, and Vietnam.

The United States coverage in the Global Media Intelligence Report includes poll results from internet user respondents in H1 2023 conducted by GWI.

The Western Europe region of the Global Media Intelligence Report includes poll results from Austria, Belgium, Denmark, France, Germany, Greece, Ireland, Italy, Norway, Netherlands, Portugal, Spain, Sweden, Switzerland, and UK.

The 13th annual Global Media Intelligence Report details media and device usage in 47 markets and compares regions for a look at how people spend their media time—and where they do it.

More than half of advertisers worldwide are extremely or very confident in their ability to measure social media, video, search, and display marketing ROI, according to Nielsen.

Heavy media consumption in Canada across digital and traditional channels has led to a range of effective ad formats for brands.

US connected TV (CTV) ad spend will continue to grow through 2027, when it will reach $40.90 billion, according to our forecast. Apart from a small bump next year, ad spend on TV (including broadcast and cable TV) will decline over the next few years. Still, TV’s share of total ad spend is larger than CTV’s, indicating it remains a key player in marketers’ ad strategies.

OTT video subscription revenues will hit $50.56 billion this year, an increase of 12.5% YoY, according to our forecast. Revenues will climb to $64.12 billion by the end of 2026.