It looks likely that apps and other service providers will pursue more varied monetization strategies this year. Traditionally, apps mostly pursued two strategies: in-app purchases and in-app advertising. Over the past couple of years, many developers have combined the two, but we’re increasingly seeing them use subscription-based models, as well as coupons or other incentives for viewing advertising, such as rewarded video. This shift will continue into 2021.

Though Netflix had an overall stellar 2020, it was a rollercoaster: More than two-thirds of its new subscribers were added in H1 2020, only for net subscriber additions to fall to just 2.2 million in Q3 2020.

Advertiser demand for video impressions has always outstripped supply, but supply has gotten a big boost as consumers started adopting streaming video viewing in larger numbers—especially on CTV devices—and more of those impressions have been made available programmatically.

In 2021, the biggest US beneficiary of the streaming bonanza will be Disney. After a plethora of streaming competitors launched in 2020, Netflix still added a substantial number of subscribers. Equally as impressive as Netflix’s sustained dominance was Disney+’s ability to quickly gain viewers. These developments show there’s room for multiple services to thrive in this fast-growing market.

For the first time this year, we broke out CTV ad revenues for YouTube, Roku, and Hulu.

Following a strong launch in November 2019, Disney+ is on track to surpass $4 billion in US subscription revenues by 2022. In its first full year, Disney+ has grown rapidly, spurred by in-demand content and stay-at-home orders. In fact, the service will help The Walt Disney Co. reach Netflix’s share of the market by 2022, according to the inaugural eMarketer OTT subscription revenue forecast by Insider Intelligence.

Insider Intelligence and its eMarketer team generate roughly 1,500 forecasts on digital transformation topics every year. These estimates are mainly produced on an annual basis, with several of the highest-profile metrics reassessed one additional time during the year.

In this year’s “Key Digital Trends” report, we examine changes coming to the digital media and technology landscape in 2021—including legislation, privacy, entertainment, social media, and more—and why they matter to marketers.

YouTube is the single biggest source of supply in US CTV advertising. The digital video platform’s outsize role in the US CTV space is particularly striking given that advertisers can’t access CTV inventory on YouTube on non-Google platforms (e.g., Roku).

Today marks a big milestone at Insider Intelligence: We launched our new platform, unifying our two brands (eMarketer and Business Insider Intelligence) into a single online experience and expanded our Financial Services coverage. We also just published a report that’s been long in the making--and it happens to be our very first under the new brand.

A little over a year since its debut in the United States, Canada, and the Netherlands, Disney+ is now officially available to consumers in Latin America. Subscribers to the platform will be able to enjoy unlimited access to the company’s vast array of content from Disney, Pixar, Marvel, Star Wars, National Geographic, Fox, and more.

Western Europe showed a strong increase in SVOD platform adoption in recent years, a trend that is driven by US players such as Netflix and Amazon Prime Video, as well as newer streaming services and local players entering the market. The streaming wars are about to hit Western Europe, driving exponential growth in both subscription OTT and Netflix adoption.

The large increase in live video viewers is one of the biggest digital media growth stories of the pandemic.

The media and entertainment industries have traditionally made up a small fraction of the US digital ad market, and we expect their shares to remain flat or diminish through 2021. This partly has to do with traditional media conglomerates tightening their belts; their own ad revenues will continue to decline as ad dollars shift away from print and TV and toward the digital duopolies.