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.
Report
| Jun 14, 2022
On a gross basis, YouTube will account for about half of our 2021 US CTV programmatic ad spending estimate. While some streaming services prefer to sell their inventory through traditional sales methods like TV networks do, and rely on upfront deals, advertisers are bullish about programmatic’s future role in CTV.
Report
| Nov 18, 2021
CTV ad spending is expanding because more services have adopted ads, streaming services have increased their ad loads, and people continue to spend more time streaming. Not too long ago, HBO, Netflix, and Disney+ featured no advertising. Now they all have ads. And some of the most popular ad-supported streamers, like Hulu, have increased their ad loads in recent years.
Article
| Jun 29, 2023
Forecasts
| May 24, 2023
Source: Insider Intelligence | eMarketer
The 2023 upfront market will likely be the last one transacted primarily on Nielsen’s legacy currency. A shift from traditional TV to digital video advertising is the main factor driving this change.
Report
| May 17, 2023
US linear TV ad spend is shrinking (8.0% YoY) as connected TV (CTV) ad spend grows (21.2% YoY). This year, US CTV ad spend will total $25.09 billion while linear will total $61.31 billion.
Article
| Jun 15, 2023
Upfront spending is flowing toward streaming services. Upfront CTV ad spending will grow by 34.6% to $6.41 billion this year. For context, that’s about how much we had predicted in our inaugural forecast would be spent on total CTV advertising in 2019.
Article
| Jun 1, 2022
TikTok and YouTube are taking short-form video to CTVs: Strong viewer growth is making TV screens the next battleground for digital video dominance.
Article
| Aug 26, 2022
Hulu’s 2021 ad revenue outpaces competitors, but troubles loom: The streamer’s reliance on partners like NBCUniversal to provide content could hamstring further growth.
Article
| Dec 16, 2021
Connected TV (CTV) ad spend in the US will pass $25 billion this year and continue to grow by double digits through the end of our forecast period in 2027. Even with a challenging market, the format is in decent shape.
Article
| Jun 6, 2023
Article
| Nov 20, 2023
The one that Ross is talking about I think is the H1 2024 Programmatic Ad Spending Forecast report. This is the biggest thing that's happening in the programmatic ecosystem and the digital advertising ecosystem in a long time, and I think there's going to be a fair amount of chaos.
Audio
| Jan 12, 2024
This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.
Report
| Jul 17, 2023
US connected TV (CTV) ad spend will continue to grow through 2027, when it will reach $40.90 billion, according to our forecast. Apart from a small bump next year, ad spend on TV (including broadcast and cable TV) will decline over the next few years. Still, TV’s share of total ad spend is larger than CTV’s, indicating it remains a key player in marketers’ ad strategies.
Article
| May 15, 2023
Connected TV (CTV) ad spend will reach $14.44 billion this year, up 59.9% from 2020.
Article
| Nov 10, 2021
Next year, US connected TV (CTV) ad spend will hit $26.92 billion. This market has grown by double digits each year since we began tracking it in 2017, and it will continue to do so through the end of our forecast period in 2026.
Article
| Nov 16, 2022
On today's episode, we discuss what to note about TikTok's ascent, how much time on social media is spent watching video, and the discrepancy between TV and connected TV ad spend. "In Other News," we talk about how Instagram Reels' engagement stacks up against TikTok's and whether ad-supported video-on-demand (AVOD) ad spending can overtake traditional TV ad spend by 2025. Tune in to the discussion with our analysts Jasmine Enberg and Paul Verna.
Audio
| Sep 16, 2022
With a growing number of streaming channels, it can be challenging for marketers to put together a comprehensive connected TV (CTV) strategy. But it’s never been more important to do so. This year, we estimate that CTV ad spend will total $18.89 billion. As growth accelerates, that number will double by 2026, reaching $38.83 billion.
Article
| Oct 20, 2022
Streaming makes ad spending gains, Netflix experiences growing pains, and advertisers encounter a soft upfront market.
Report
| Jun 21, 2023
Forecasts
| May 2, 2023
Source: Insider Intelligence | eMarketer
With some legacy identifiers already in the history books and the rest on the chopping block, the digital ad industry is finally getting serious about adopting targeting and measurement practices that don’t rely on cookies and mobile IDs.
Report
| Mar 29, 2023
Chart
| Dec 1, 2023
Source: Insider Intelligence | eMarketer
Mobile and video formats will be key to a recovering ad market in the years ahead.
Report
| May 3, 2023
Chart
| Nov 30, 2023
Source: Insider Intelligence | eMarketer; Interactive Advertising Bureau (IAB)
Chart
| Nov 29, 2023
Source: Insider Intelligence | eMarketer