Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.
The 2024 Summer Olympics and US elections will keep linear TV spending flat before it continues descending. To hedge against financial losses, streaming services have emphasized their advertising tiers, which are gaining users.
Key Question: How are TV and CTV ad spending performing, and what do those trends mean for ad buyers and sellers?
Key Stat: Netflix will generate $70.44 in ad revenues per ad-supported viewer in 2024 - 53.6% more than Hulu - per new forecasts. However, Hulu will have more than six times the number of US ad-supported viewers as Netflix. And its CTV ad revenues will be more than four times the size of Netflix’s.
Key Report Features:
- 2 Exportable files for easy reading, analysis and sharing.
- 5 Charts: Reliable data in simple displays for presentations and quick decision making.
Table of Contents
- Executive Summary
- Olympics and political ad spending will help keep linear TV ad outlays flat
- Linear TV still carries the load for political advertisers
- Hybrid ad options are the norm for streaming services
- Sources
- Media Gallery
Charts in This Report
- Netflix’s Lead in Ad Revenue Per Ad-Supported Viewer Will Narrow
- Connected TV (CTV) Will Account for All Growth in the Converged TV Market After 2024
- US TV Political Ad Spending, 2016-2024 (billions and % of total political ad spending)
- Since the Last US Presidential Election, CTV Will Blow Past Other Formats/Platforms in Ad Spending Growth (% change in US political ad spending, by format or platform, 2020-2024)
- Subscriptions Will Account for at Least Two-Thirds of Streaming Revenues
Companies Mentioned
- Netflix
- Hulu
