Q4 2019 Digital Video Trends

Connected TV Ad Spending Surges Ahead

Report by Ross Benes  | Dec 5, 2019
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Table of Contents
Executive Summary
Monetization
Audience
Platforms
Content
Read Next
Sources
Media Gallery
About This Report
Advertisers are making significant investments in connected TV as the TV landscape becomes more fragmented.
Topics
Digital Video
United States
Table of Contents
Executive Summary
Monetization
Audience
Platforms
Content
Read Next
Sources
Media Gallery

Executive Summary

This is the latest installment in an ongoing series of quarterly video overviews focusing on monetization, audience, platforms and content. On the radar this quarter: Advertiser investment in connected TV (CTV) is growing as more inventory becomes available.

How much will advertisers spend on CTV ads?

In our first ever CTV advertising forecast, US advertisers will spend $6.94 billion in CTV ads in 2019, and about half of these dollars will transact programmatically.

Which companies are driving CTV ad spending?

YouTube will account for about 40% of US CTV ad spending while Roku and Hulu will collectively represent an additional 30%. The remaining third is split among other streaming and TV Everywhere services.

What percentage of social video ad spending does Facebook account for?

Facebook will account for 85.4% of all US social network video ad revenues in 2019, down from 86.0% in 2018.

Which streaming services launched this quarter?

Disney+ and Apple TV+ debuted in Q4 2019. In 2020, HBO Max, Quibi and NBCUniversal’s Peacock will debut, meaning increased competition for the established players.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends and business activity in Q4 2019.

KEY STAT: We estimate that connected TV programmatic video ad spending will rise 72.0% in 2019 to $3.39 billion.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Monetization
  3. Audience
  1. Platforms
  2. Content
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Connected TV Ad Spending, 2019-2023 (billions, % change and % of total media ad spending)US Digital Ad Spending on Select Channels, 2019-2023 (billions)
Roku User Metrics Worldwide, Q3 2017-Q3 2019Number of Apps Worldwide in the Roku App Store That Support Advertising, Q1 2018-Q2 2019
Netflix Streaming Subscriptions and Revenues Worldwide, US vs. Rest of the World, Q3 2018 & Q3 2019Important Factors When Deciding Whether to Subscribe to a Streaming Video Service According to US Streaming Video Subscribers, Aug 2019 (% of respondents)
US Consumer Spending on Over-the-Top (OTT) Video Services, 2015-2020 (billions)Average Number of Subscription Video-on-Demand (SVOD) Services per US SVOD User, 2016-2019 (% of respondents)
How Much Money Are US Internet Users Willing to Spend per Month on Streaming Video Services? (% of respondents, Aug 2019)How Much Money Are US Internet Users Willing to Spend per Month on Entertainment Subscriptions*? (% of respondents, Oct 2019)
Weekly Time Spent Watching Streaming Video Among US Internet Users, by Service Type, Feb 2019 (hours and % of total)How Much Time per Week Do Digital Video Viewers in Select Countries Spend Viewing Digital Video? (hours, Aug 2019)
Subscription Video-on-Demand (SVOD) Service With the Best Original Content According to US SVOD Subscribers, Oct 2019 (% of respondents)Features of Subscription Video-on-Demand (SVOD) Services that Would Make US Internet Users More Likely to Purchase a Subscription, Oct 2019 (% of respondents)

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authors

Ross Benes

Contributors

Chuck Rawlings
Researcher