Q4 2021 Digital Video Trends

Connected TV Keeps Surging

About This Report
Connected TV and programmatic video ad spending continues to exceed expectations in the US.

Executive Summary

This is the latest installment in an ongoing series of quarterly video overviews focusing on monetization, audience, and content. On the radar for Q4: updated US forecasts for connected TV (CTV) and programmatic ad spending.

How much will advertisers spend on connected TV?

In October, we raised our 2022 US CTV ad spending forecast from $17.44 billion to $19.10 billion.

What share of programmatic ad spending goes toward video?

Video will account for more than half of all US programmatic display ad spending in 2022.

Do people go back to the streaming services they cancel?

Nearly half of millennials and 34% of Gen Zers in the US reported renewing a streaming video subscription within a year of canceling it, per August 2021 polling by Deloitte.

How will Netflix divide its content spending between originals and licensed shows?

Netflix will raise the share of content budget spent on originals from 37.8% in 2020 to 46.5% in 2025, according to S&P Global Market Intelligence’s research group Kagan.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends, and business activity in Q4 2021. It includes updated forecasts for connected TV and programmatic video ad spending.

KEY STAT: CTV will account for nearly 1 in 10 US programmatic display ad dollars in 2021.

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Ross Benes


Chuck Rawlings
Senior Researcher

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