This report presents five of the most intriguing and/or under-the-radar positive forecasts for 2023 that clients should be aware of, as compiled by our forecasting team.

“I think it’s kind of a hard sell,” said our analyst Daniel Konstantinovic of Netflix’s Basic with Ads tier. Existing Netflix users are used to ad-free content, and even a cheaper price won’t win most of them over, he said. Could a potential recession change that?

Keeping tabs on shifting consumer habits is paramount for brands in Canada. In 2023, we expect more changes in how media is consumed and what advertisers can do to tap into these new channels.

Economic conditions will have a huge effect on the retail, media, and marketing industries in 2023. For companies to succeed, the cost-conscious consumer must be front and center.

Subscription fatigue in some regions is real, but the subscription OTT industry still has plenty of room to grow in other markets. Read on for our latest forecasts.

Video content formats such as AVOD will continue to rapidly gain audiences over the next few years, even as overall digital video user growth levels off.

The UK is home to some of the most voracious digital video viewers, but planning a campaign across the plethora of video platforms is getting more and more complicated. An increase in ad-supported on-demand platforms is adding to the complexity.

US TV ad spending will decline from next year through 2026 except for a slight uptick in 2024. At the same time, connected TV ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.

How should businesses view these global trends and events? How are behaviors and spending changing? In this report, Insider Intelligence analysts weigh in on the questions they’re being asked by both clients and the media about the shifting landscape in key areas like digital advertising, retail and ecommerce, and financial services.

Netflix is the final domino to fall in streaming’s advertising pivot: The company’s shocking loss of 200,000 subscribers means big changes are coming.

CNN+’s rough launch shows consumers prefer entertainment-first streaming: Executive shakeups, distribution issues, and more have led to a tepid start.

Digital video viewership continues to rise in the UK, despite already high penetration. A thirst for subscription content hasn’t quite been sated, but with a cost-of-living crisis looming, ad-supported options might garner interest among consumers.

YouTube’s free TV shows will boost its watch time and appease nervous advertisers: Ad-supported TV is an obvious move, but the platform lacks access to today’s biggest hits.

Watching subscription over-the-top (sub OTT) video has become one of the most popular activities in the world, and the worldwide user numbers for sub OTT have become commensurately huge. Netflix remains a driving force in this digital transformation.

Ad-supported video is the new streaming gold rush: Disney, HBO, Discovery, and even Netflix have toyed with or launched ad-based viewing channels

Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.

Though HBO Max did not come close to reaching 100 million US viewers over the period of our previous forecast, we now project the streaming platform will cross that threshold in 2023.

In the US, Hulu is the fastest-growing subscription streamer on connected TV devices, with the number of households that watch it via those devices rising by 53% between January 2020 and June 2021.

On today's episode, we discuss which ad-supported video-on-demand (AVOD) services Americans are using, why they're using them, and if these types of viewers are different from those using subscription video-on-demand (SVOD). We then talk about what livestream TV could do to help users sign up at a faster clip, how SVOD players can reduce churn, and what to make of Disney+ considering an ad-supported tier. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Paul Verna.

Gaming is a key component of Netflix’s lofty franchise goals: On its own, gaming can help Netflix increase time spent. But it’s especially valuable in its push to build popular properties into full-fledged multimedia “universes.”