Fox boosts ad tech capabilities: New ad sales team focuses on data-driven solutions to optimize ROI for advertisers.

As 2024 heads into the last quarter, the tech and media landscapes face pivotal shifts. From a potential AI backlash to new Google consent workflows, and TikTok’s future, these medium-term predictions, shared by our analysts on a recent two-part episode of EMARKETER’s “Behind the Numbers” podcast, spotlight the challenges and opportunities that may lie ahead.

In part one of this two-part podcast episode, we discuss some medium-term predictions that are too specific to be 100% certain about but could still come true, including: why the sentiment towards GenAI might turn, what to expect from Google’s new consent workflow now that it is not phasing out third-party cookies from Chrome, and why Tubi might be about to leapfrog Hulu, Disney+, and Peacock. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell-Wolf, and Max Willens.

The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

Advertisers and tech vendors look to capitalize on CTV’s growing importance in digital advertising.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Can Tubi break into a tight UK streaming market? The Fox-owned service launched in the UK last week hoping to capitalize on a turn toward cheaper streaming options.

Canada ranks near the top of the list of countries for average daily time spent with media, with digital formats driving consumption to new levels.

Catch up on how FAST services are shaking up TV advertising.

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.

Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.

The ecommerce giant’s launch of ads on Prime Video instantly gave it the largest audience for an ad-supported subscription video service in the US.

TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

Ads managers are the main driver of programmatic direct ad spending, which has become the primary method of programmatic advertising in Canada in social media and connected TV.

Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.

Among major streaming services, Netflix’s time spent share exceeds ad revenues the most, indicating it has the most room to expand.

Netflix’s advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

FAST platforms like Roku, Tubi, and Pluto TV are gaining buzz from viewers and industry professionals alike. Find out more about the FAST landscape.

This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.

On today's episode, we introduce you to the FAST (free ad-supported streaming TV) services (e.g., Tubi, The Roku Channel, and Pluto TV), explain how they became so popular, and look ahead to see what their ceiling is. "In Other News," we talk about whether the advertising space is on the mend and how significant of an ad player Microsoft is. Tune in to the discussion with our analyst Ross Benes and director of Briefings Jeremy Goldman.