US Connected TV Advertising Forecast 2022

How Netflix and Disney+ Will Help Fuel a $21 Billion Field

Report by Ross Benes  | Nov 10, 2022
Download
Report
The One-Pager
Deck
Share
Table of Contents
Executive Summary
Key Points
Sizing Up the Streaming Ad Market
Netflix and Disney Shake Up CTV Ad Revenue Breakouts
Streaming Time Spent Keeps Growing
Read Next
Sources
Media Gallery
About This Report
New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.
Topics
Connected TVs
US
Table of Contents
Executive Summary
Key Points
Sizing Up the Streaming Ad Market
Netflix and Disney Shake Up CTV Ad Revenue Breakouts
Streaming Time Spent Keeps Growing
Read Next
Sources
Media Gallery

Executive Summary

As more people cut their cable cords, streaming video keeps gaining viewers and ad dollars. Ad spending is still much smaller on connected TV (CTV) than on linear TV, but the gap is closing.

3 QUESTIONS THIS REPORT WILL ANSWER

  1. How much money will advertisers spend on CTV?
  2. Which companies are receiving the most CTV ad revenues?
  3. How is CTV viewership changing?

WHAT’S IN THIS REPORT? An examination of trends, data, and strategies related to how marketers are approaching CTV. Also, our latest CTV ad spending and viewer forecasts.

US Connected TV (CTV) Ad Spending, 2020-2026 (billions, % change, and % of total media ad spending)
E-Mail ChartDownload

KEY STAT: This year, US advertisers will spend $21.16 billion on CTV, an increase of 23.0% over 2021.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

16charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Key Points
  3. Sizing Up the Streaming Ad Market
  1. Netflix and Disney Shake Up CTV Ad Revenue Breakouts
  2. Streaming Time Spent Keeps Growing
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Connected TV (CTV) Ad Spending, 2020-2026 (billions, % change, and % of total media ad spending)US Subscription Over-the-Top (OTT) Platform Ad Spending, 2020-2024 (billions, % change, and % of total video ad spending)
How Has Our US Connected TV (CTV) Ad Spending Forecast Changed? (billions, 2020-2026)Combined US Linear and Connected TV Ad Spending, 2020-2026 (billions)
US Connected TV Users and Penetration, 2019-2026 (millions, % change, and % of internet users)Share of US Connected TV Users, by Generation, 2020-2026 (% of total)
US Over-the-Top (OTT) Video Service Users, by Type, 2019-2026 (millions)US Connected TV Users, by Device, 2020-2026 (% of connected TV viewers)
US Connected TV (CTV) Ad Spending Share, by Company, 2020-2024 (% of total CTV ad spending)US Netflix Ad Revenues, by Device, 2023 & 2024 (millions)
US Disney+ Ad Revenues, by Device, 2023 & 2024 (millions)US Paramount+ Ad Revenues, 2021-2024 (billions, % change, and % of total video ad spending)
US Peacock Ad Revenues, 2020-2024 (millions, % change, and % of total video ad spending)US Average Time Spent per Day With Subscription OTT Video Services, 2019-2024 (hrs:mins, % change, and % of total time spent with TV and video)
US Average Time Spent per Day with Digital Video, by Device, 2019-2024 (minutes)US Average Time Spent per Day with Subscription Over-the-Top (OTT) Video, by Platform, 2019-2024 (minutes)

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER
Download PPTX

 

 

 

 

 

 

 

 

 

 

 

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
Gain Access to EMARKETER →
Log in to EMARKETER
Download
Report
The One-Pager
Deck
Share
Table of Contents
Executive Summary
Key Points
Sizing Up the Streaming Ad Market
Netflix and Disney Shake Up CTV Ad Revenue Breakouts
Streaming Time Spent Keeps Growing
Read Next
Sources
Media Gallery
About This Report
New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.
Topics
Connected TVs
US
Table of Contents
Executive Summary
Key Points
Sizing Up the Streaming Ad Market
Netflix and Disney Shake Up CTV Ad Revenue Breakouts
Streaming Time Spent Keeps Growing
Read Next
Sources
Media Gallery
Download PDF

authors

Ross Benes

Contributors

Zach Goldner
Forecasting Analyst
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Peter Newman
Senior Forecasting Analyst
Chuck Rawlings
Senior Researcher
Paul Verna
Principal Analyst

Latest Reports

US P&C Insurance Trends to Watch in 2024
Report
US P&C Insurance Trends to Watch in 2024
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Report
Temu, TikTok, and China’s Ecommerce Players in Western Europe
Digital Audio Ad Spending Forecast and Trends Q2 2024
Report
Digital Audio Ad Spending Forecast and Trends Q2 2024
What Banks Need to Know About Gen Alpha
Report
What Banks Need to Know About Gen Alpha
The State of Influencer-Brand Deals 2024
Report
The State of Influencer-Brand Deals 2024
Ad Measurement Trends H1 2024
Report
Ad Measurement Trends H1 2024
Brand Safety 2024
Report
Brand Safety 2024
US OTT and Pay TV Viewership Forecast 2024
Report
US OTT and Pay TV Viewership Forecast 2024
US Ad-Supported vs. Ad-Free Streaming Video Viewers 2024
Report
US Ad-Supported vs. Ad-Free Streaming Video Viewers 2024
UK Beauty 2024
Report
UK Beauty 2024
US Resale 2024
Report
US Resale 2024
US Amazon Ecommerce Forecast 2024
Report
US Amazon Ecommerce Forecast 2024
Canada Click-and-Collect Forecast 2024
Report
Canada Click-and-Collect Forecast 2024
FAQ on the EU’s Digital Services Act and Digital Markets Act
Report
FAQ on the EU’s Digital Services Act and Digital Markets Act
Western Europe Sustainability in Advertising
Report
Western Europe Sustainability in Advertising

Popular on EMARKETER

Disney+ to add branded FAST channels as it looks to increase watch time and revive IPs
Article
Disney+ to add branded FAST channels as it looks to increase watch time and revive IPs
Amazon Prime Video’s cataloging problems are affecting watch time
Article
Amazon Prime Video’s cataloging problems are affecting watch time
YouTube’s ad-blocking crusade comes to mobile devices
Article
YouTube’s ad-blocking crusade comes to mobile devices
TikTok faces new allegations of data-sharing with parent company in China
Article
TikTok faces new allegations of data-sharing with parent company in China
Data Drop: 5 Charts on CTV Users by Device
Article
Data Drop: 5 Charts on CTV Users by Device
Amazon adds ‘Amazon Live’ shopping channel to Prime Video and Freevee
Article
Amazon adds ‘Amazon Live’ shopping channel to Prime Video and Freevee
The State of Influencer-Brand Deals 2024
Report
The State of Influencer-Brand Deals 2024
Digital Audio Ad Spending Forecast and Trends Q2 2024
Report
Digital Audio Ad Spending Forecast and Trends Q2 2024
Criteo layoffs show cookie removal could pressure ad tech
Article
Criteo layoffs show cookie removal could pressure ad tech
Consumer spending shows no signs of slowing as retail sales rise 4.0% in March
Article
Consumer spending shows no signs of slowing as retail sales rise 4.0% in March
Nearly half of grocery and retail shoppers would leave their favorite brand for a cheaper alternative
Article
Nearly half of grocery and retail shoppers would leave their favorite brand for a cheaper ...
Eight in 10 Amazon Prime Video viewers use the ad-supported tier
Article
Eight in 10 Amazon Prime Video viewers use the ad-supported tier
CTV ad dollars are going to waste—advertisers need to know where their money is going
Article
CTV ad dollars are going to waste—advertisers need to know where their money is going
5 key stats: How consumers shopped Amazon, Walmart, and TikTok Shop in Q1
Article
5 key stats: How consumers shopped Amazon, Walmart, and TikTok Shop in Q1
US ad spending to hit $360 billion, with CTV and streaming leading the charge
Article
US ad spending to hit $360 billion, with CTV and streaming leading the charge

Latest Forecasts

Total Media Ad Spending, UK
Forecasts
Total Media Ad Spending, UK
Desktop/Laptop Ad Spending, UK
Forecasts
Desktop/Laptop Ad Spending, UK
UK Nonmobile Ad Spending
Forecasts
UK Nonmobile Ad Spending
UK Amazon
Forecasts
UK Amazon
Digital Ad Spending, UK
Forecasts
Digital Ad Spending, UK
Out-of-Home Ad Spending, UK
Forecasts
Out-of-Home Ad Spending, UK
Retail Media Ad Spending, by Country
Forecasts
Retail Media Ad Spending, by Country
Retail Media Ad Spending, China
Forecasts
Retail Media Ad Spending, China
Ecommerce Channel Ad Spending, China
Forecasts
Ecommerce Channel Ad Spending, China
Traditional Media Ad Spending
Forecasts
Traditional Media Ad Spending
Total Media Ad Spending, China
Forecasts
Total Media Ad Spending, China
Digital Ad Spending, China
Forecasts
Digital Ad Spending, China
Subscription Over-the-Top (OTT) Platform Revenues, US
Forecasts
Subscription Over-the-Top (OTT) Platform Revenues, US
Subscription Over-the-Top (OTT) Connected TV Platforms, US
Forecasts
Subscription Over-the-Top (OTT) Connected TV Platforms, US
Connected TV, US
Forecasts
Connected TV, US

"Behind the Numbers" Podcast

The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, and igniting TV shopping
Audio
The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, ...
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+
Audio
The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu ...
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of retail payments
Audio
Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of ...
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information and how physicians feel
Audio
The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information ...
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY health clinic-in-a-box'
Audio
The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY ...
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who will rule the new pay TV world?
Audio
The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who ...
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and Chase's retail media network
Audio
The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and ...
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty products and marketing
Audio
Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty ...
The Banking & Payments Show: The Crypto Renaissance
Audio
The Banking & Payments Show: The Crypto Renaissance
The Daily: How Hispanic Americans use media differently, who uses social media the most, and how kids use the internet
Audio
The Daily: How Hispanic Americans use media differently, who uses social media the most, and how ...
The Weekly Listen: Should teens need permission to access social media, Spotify's video moves, and the path for ride-hailing
Audio
The Weekly Listen: Should teens need permission to access social media, Spotify's video moves, and ...
The Daily: The most interesting ways we are changing how we spend time with media—a TV surprise, TikTok content, and more
Audio
The Daily: The most interesting ways we are changing how we spend time with media—a TV surprise, ...
Reimagining Retail: Where in-store retail media is headed and activations that are moving the needle
Audio
Reimagining Retail: Where in-store retail media is headed and activations that are moving the needle
The Daily: Publishers future, part 2—What's next for publishing, AI disclosure and Spotify's video learning
Audio
The Daily: Publishers future, part 2—What's next for publishing, AI disclosure and Spotify's video ...
The Daily: Publishers future, part 1—What to do about the GenAI issue, BeReal's next move, and X pivots to CTV
Audio
The Daily: Publishers future, part 1—What to do about the GenAI issue, BeReal's next move, and X ...