Hulu leads in ad revenues among CTV players

Article by Sara Lebow  | Oct 27, 2021
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Hulu leads in ad revenues among CTV players
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Topics
Connected TVs
Digital Ad Spending
TV Ad Spending
United States

The forecast: Among connected TV (CTV) companies we forecast, Hulu will lead in US ad revenues in 2021 at $3.13 billion, up 44% over 2020. Hulu has previously been the top earner for ad revenues and will continue to hold that position through our 2023 forecast.

US Connected TV (CTV) Ad Revenues, by Company, 2019-2023 (billions)
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Dive deeper:

  • Hulu's share of the CTV video market has been gradually falling since 2017 as newer competitors draw some of the company's ad dollars
  • Youtube, will accrue $2.54 billion in US CTV ad revenues in 2021, up 63% over 2020, marking exceptional performance for the platform and for its parent, Google.
  • Meanwhile, Roku, another streaming company born directly from digital, is outperforming our previous expectations. The platform will net $1.58 billion in 2021 US ad revenues, up 92% from last year. An emerging growth area for Roku is the Roku Channel, its ad-supported channel that holds an increasing amount of content, including Quibi's bite-sized originals.

Looking ahead: Overall, CTV ad spend will exceed $14.4 billion in 2021, coming from a mix of new entrants in the subscription-based space as well as companies mentioned above.