TV squeaks past online and mobile video to become the top video ad channel among US agency and marketing professionals. In October, 47% ranked TV—including connected TV (CTV) and OTT—as the No. 1 video type for achieving their advertising goals. That’s more than the 46% who put online and mobile video in first place.
Article
| Mar 7, 2022
TikTok sees an opportunity in local content: The video app is testing a new feed that displays algorithmically recommended videos made in your area.
Article
| Aug 25, 2022
Teens are partial to one platform in particular—TikTok—but they’re spending time across a variety of social and video apps. How they spend that time on each platform varies, however, and competition for their attention is fierce as teen popularity can make or break a platform. TikTok is teens’ overall favorite. TikTok’s meteoric rise is at least partially thanks to teens.
Report
| Mar 8, 2024
TikTok Shop is rolling, search ads have launched, and audiences remain glued to the popular short-form video app. Ecomm-focused, China-based ad buyers are playing a role. Top executives at Meta and Pinterest all gave advertisers in China such as Temu partial credit for their strong quarterly earnings in Q3 2023. X (formerly Twitter) is testing the limits of advertisers’ patience.
Report
| Jan 12, 2024
The rapid rise in CTV video obscures continued growth in mobile video. Despite the mobile share of digital video dropping since 2022, mobile video is still adding minutes. In 2021, adults watched mobile video for 1:06 per day. This year, they’ll watch for 1:16, and in 2025, they’ll watch for 1:20, with much of that driven by social video.
Report
| Jun 12, 2023
Chart
| Apr 28, 2022
Source: eMarketer
Despite TikTok’s popularity and influence in the US, ByteDance gets the majority of its revenues from China, where it operates another short-form video app named Douyin. We expect Douyin to bring in $20.81 billion in ad revenues in China this year—close to The Information’s $20 billion estimate for TikTok’s yearly revenues outside of China.
Article
| Nov 15, 2023
A March 2023 survey of US agency and marketing professionals from the Interactive Advertising Bureau (IAB) in conjunction with Standard Media Index (SMI) and Advertiser Perceptions found that the highest percentage of those who plan to increase CTV spending in 2023 will do so by reallocating ad dollars from linear TV, with reallocation from other types of digital and mobile video following closely behind
Report
| Jun 1, 2023
Well, the bill just passed in the US House to force TikTok owner ByteDance to sell the short-ish video app or risk having it banned in America. The US government, including top officials and the FBI director, are concerned that ByteDance, a Chinese company, could be forced to share its TikTok data with the Chinese government and that it could use that against the US. Why is that a big deal?
Audio
| Mar 25, 2024
On today's podcast episode (part 2), we discuss what America looks like without TikTok, who would be most likely to buy the short-video app, and what marketers should be thinking about to plan for the future. Tune in to the discussion with our analysts Minda Smiley and Max Willens.
Audio
| Mar 26, 2024
Forecasts
| Feb 28, 2024
Source: Insider Intelligence | eMarketer
Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.
Report
| Apr 8, 2024
Netflix and YouTube are siphoning subscription revenues from pay TV’s losses. By the end of 2025, more than half of US video subscription revenues will go to streaming services.
Report
| Feb 22, 2024
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.
Report
| Mar 11, 2024
Digital pay TV services are slowing cord-cutting. But the rate at which they replace traditional TV defectors is decelerating.
Report
| Jan 26, 2024
While TikTok’s fate is in limbo, the sharks circle round: Surveys show strong support for Reels if the app is banned, while China says it doesn’t support a forced sale.
Article
| Mar 18, 2024
New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.
Report
| Dec 18, 2023
Chart
| Jan 13, 2022
Source: Cowen and Company
Chart
| Apr 12, 2022
Source: Interactive Advertising Bureau (IAB)
That’s more than they’ll spend on mobile video (1:06) and desktop video (0:24). With CTV leading the way, total time spent on digital video will add up to 3:11 this year and surpass TV (2:55) for the first time. The time spent gap between CTV and TV is narrowing. While US adults will spend over an hour more with TV than CTV this year, TV time is trending downward as CTV continues to rise.
Report
| Apr 26, 2023
Although it’s popular to use mobile devices to watch short-form social videos, YouTube, and other video apps, most digital video viewing happens via the big screen now. CTV overtook mobile and desktop/laptop combined in 2021, and it will continue to pull away, claiming nearly 55% of digital video time by 2025. What’s the bottom line?
Report
| Jul 11, 2023
Among major streaming services, Netflix’s time spent share exceeds ad revenues the most, indicating it has the most room to expand.
Report
| Oct 18, 2023
Social media and video apps have driven mobile usage up. There are 24.5 million mobile social media users in Canada this year, according to our estimates, equal to 95.4% of social media users. Our user forecasts for Facebook, Instagram, TikTok, Snapchat, and Twitter show sizable and growing audiences in Canada, the vast majority of which access social via mobile apps.
Report
| Jun 2, 2023
A bill to ban the short form video app was just passed in the US house last week called The Protecting Americans from Foreign Adversary Controlled Applications Act. Because TikTok is owned by ByteDance, a Chinese company, and some in the US government think the Chinese government could use TikTok data against them. President Biden is on board. He said, "If they pass it, I'll sign it."
Audio
| Mar 18, 2024
Linear TV and mobile video budgets are the two most common places advertisers pull their CTV dollars from, according to a May 2023 Interactive Advertising Bureau (IAB) survey of advertisers.
Report
| Jun 16, 2023