Ad-supported streaming to gain triple the viewers of subscription video this year

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Ad-supported video-on-demand (AVOD) services will gain more than triple the US viewers that subscription OTT video will this year, per our forecast. AVOD will add 13.3 million viewers, including 4.3 million from free premium platforms, for a total of 157.1 million. Meanwhile, subscription OTT services will gain 4.3 million viewers to reach 222.2 million.

Beyond the chart: Connected TV—where much of digital video viewing takes place—will see ad spend hit $25.09 billion this year, according to our forecast. AVOD is the one to watch as streaming services focus on profitability through new ad plans, which are paying off for Netflix, and new ad formats, like those of the newly rebranded Max.

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Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.