On today's podcast episode, we discuss what a completely Walt Disney Co.-owned Hulu will look like, if the entertainment giant has a Marvel problem, and whether Disney+ can ever rival Netflix for the subscriber crown. "In Other News," we talk about why Roku's revenues and streaming hours are doing particularly well and why Warner Bros. Discovery's ad revenues and subscriber growth are not. Tune in to the discussion with our vice president of content Paul Verna.

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.

56% of US adults think ad breaks on free-ad supported streaming TV (FAST) services should be under 30 seconds, according to an August 2023 ViewNexa survey.

It’s been a year since Netflix launched its “Basic With Ads” tier, joining an increasingly cluttered landscape of ad-supported streaming platforms. Netflix leveraged a year of solid connected TV (CTV) ad spend growth, cost-conscious consumers, and Hollywood strikes that emphasized the value of a deep existing catalog to grow its ad supported plan to 15 million global monthly active users, according to a company post. Here’s a look at what’s new, what’s working, and what needs more attention at Netflix.

Connected TV (CTV) ad spend will exceed $30 billion in the US next year, according to our forecast. At a growth rate of 22.4% YoY, that makes CTV one of the fastest-growing ad formats we track. But where those ad dollars are coming from isn’t so simple.

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.

Time spent with connected TV (CTV) by US adults will be within 1 hour of linear next year, at 2 hours and 3 minutes (2:03) and 2:48 per day, respectively, according to our June forecast. CTV usage is outpacing ad spend on most platforms, but spend is growing rapidly as Netflix, Disney+, Max, and Amazon Prime Video push more viewers toward ad-supported tiers. As the CTV ad floodgates open, advertisers need to make sure they’re maximizing ad value by thinking of CTV differently, experts suggested at last week’s Advertising Week New York.

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

A hurting US ad market is showing signs of recovery. Our forecast predicts 3.8% growth in overalUS media ad spend this year, for a total of $353.86 billion. Magna upped its US ad spend forecast for 2023 YoY growth from 4.2% to 5.2% in September. And in August, the US ad market achieved two consecutive months of growth for the first time since last June.

The gap in ad cost per thousand (CPM) between Netflix’s high and Hulu’s low decreased over the last year, resulting in a projected difference of $21.73, according to our forecast.

US Gen Z adults’ top two daily media activities are streaming video (46%) and streaming music (43%), per a May 2023 Morning Consult survey.