US CTV Time Spent vs. Ad Spending 2024

YouTube and Netflix Keep Leading the Pack

Report by Ross Benes  | Sep 20, 2024
Download
Report
Executive Summary
Share
Table of Contents
Executive Summary
Most streaming services struggle to crack 5% of the market
Sources
Media Gallery
About This Report
The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.
Topics
Connected TVs
TV Ad Spending
Digital Video Ad Spending
US
Table of Contents
Executive Summary
Most streaming services struggle to crack 5% of the market
Sources
Media Gallery

With ad money pouring into connected TV (CTV), streaming services are doing their best to stand out. YouTube, Amazon, and Hulu have established success in the crowded market. But a group of emerging services is attempting to steal viewers and ad dollars from them.

Key Question: How do the top US streaming services compare with each other in ad revenues and time spent?

US Connected TV Time Spent vs. Share of Ad Revenues, 2024 (% of total connected TV time spent and ad revenues)
E-Mail ChartDownload

Key Stat: YouTube is the only streaming service to receive more than 20% of both US CTV ad revenues and time spent.

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

4charts

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

Table of Contents

  1. Executive Summary
  2. Most streaming services struggle to crack 5% of the market
  1. Sources
  2. Media Gallery

    Charts in This Report

    US Connected TV Time Spent vs. Share of Ad Revenues, 2024 (% of total connected TV time spent and ad revenues)By 2025, There Will Be More YouTube and Social Network Users Than Linear TV Viewers in the US (millions of US YouTube viewers, social network users, and linear TV viewers, 2011–2025)
    Share of Time Spent With TV in the US, by Media Company, July 2024 (% of total)Ad-Supported Share of US Premium Subscription Video-on-Demand (SVOD) Subscriptions and Gross Additions, Q3 2022-Q1 2024 (% of total)

    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 PDF

    authors

    Ross Benes

    Contributors

    Rahul Chadha
    Vivian Dong
    Associate Forecasting Analyst
    Chris Keating
    Director, Research
    Madan Kumar
    Copy Editor
    Evelyn Mitchell-Wolf
    Senior Analyst, Digital Advertising & Media
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor
    Yoram Wurmser
    Principal Analyst

    Latest Reports

    Data Drop: 4 Charts on Banks’ Generative AI Preparedness
    Report
    Data Drop: 4 Charts on Banks’ Generative AI Preparedness
    Attention Metrics Ecosystem 2024
    Report
    Attention Metrics Ecosystem 2024
    US Payments Digital Ad Spending 2024
    Report
    US Payments Digital Ad Spending 2024
    US Ad Spending by Industry 2024
    Report
    US Ad Spending by Industry 2024
    US Creator-Driven Commerce 2024
    Report
    US Creator-Driven Commerce 2024
    US CTV Time Spent vs. Ad Spending 2024
    Report
    US CTV Time Spent vs. Ad Spending 2024
    UK Digital Ad Spending by Industry 2024
    Report
    UK Digital Ad Spending by Industry 2024
    Canada Digital Ad Spending by Industry 2024
    Report
    Canada Digital Ad Spending by Industry 2024
    Affiliate Marketing 2024
    Report
    Affiliate Marketing 2024
    How CMOs Are Maximizing ROI
    Report
    How CMOs Are Maximizing ROI
    7 Charts That Define Digital Markets in 2024 and Beyond
    Report
    7 Charts That Define Digital Markets in 2024 and Beyond
    US Retail Technology 2024
    Report
    US Retail Technology 2024
    Gen Z Path to Purchase 2024
    Report
    Gen Z Path to Purchase 2024
    Worldwide Retail Ecommerce Forecast 2024 Midyear Update
    Report
    Worldwide Retail Ecommerce Forecast 2024 Midyear Update
    Data Drop: 3 Charts on US Audio Creator Revenues
    Report
    Data Drop: 3 Charts on US Audio Creator Revenues

    Popular on EMARKETER

    TikTok launches search ads to boost conversions
    Article
    TikTok launches search ads to boost conversions
    US CTV Time Spent vs. Ad Spending 2024
    Report
    US CTV Time Spent vs. Ad Spending 2024
    US Ad Spending by Industry 2024
    Report
    US Ad Spending by Industry 2024
    US Creator-Driven Commerce 2024
    Report
    US Creator-Driven Commerce 2024
    YouTube holds the largest share time spent with TV
    Article
    YouTube holds the largest share time spent with TV
    Reddit reinvigorates leadership to drive advertising expansion
    Article
    Reddit reinvigorates leadership to drive advertising expansion
    Majority of marketers use YouTube as an awareness driver
    Article
    Majority of marketers use YouTube as an awareness driver
    3 ways Gen Z is leading social media usage
    Article
    3 ways Gen Z is leading social media usage
    October 8 is the new Black Friday
    Article
    October 8 is the new Black Friday
    Meta Connect 2024 reveals AI, VR, and AR innovations
    Article
    Meta Connect 2024 reveals AI, VR, and AR innovations
    What consumers want from brands in 2024: 5 key stats
    Article
    What consumers want from brands in 2024: 5 key stats
    YouTube rolls out major TV app overhaul to strengthen position in streaming wars
    Article
    YouTube rolls out major TV app overhaul to strengthen position in streaming wars
    Attention Metrics Ecosystem 2024
    Report
    Attention Metrics Ecosystem 2024
    FTC calls for aggressive ad industry regulation, but Khan’s tenure is uncertain
    Article
    FTC calls for aggressive ad industry regulation, but Khan’s tenure is uncertain
    Ad agencies warn of retail media’s “diminishing returns”
    Article
    Ad agencies warn of retail media’s “diminishing returns”

    Latest Forecasts

    Ride Share Sales, US
    Forecasts
    Ride Share Sales, US
    Digital Ad Spending, Bolivia
    Forecasts
    Digital Ad Spending, Bolivia
    Total Media Ad Spending, Bolivia
    Forecasts
    Total Media Ad Spending, Bolivia
    Traditional Media Ad Spending, Bolivia
    Forecasts
    Traditional Media Ad Spending, Bolivia
    Digital Ad Spending, Ecuador
    Forecasts
    Digital Ad Spending, Ecuador
    Traditional Media Ad Spending, Ecuador
    Forecasts
    Traditional Media Ad Spending, Ecuador
    Total Media Ad Spending, Ecuador
    Forecasts
    Total Media Ad Spending, Ecuador
    Digital Ad Spending, Paraguay
    Forecasts
    Digital Ad Spending, Paraguay
    Total Media Ad Spending, Paraguay
    Forecasts
    Total Media Ad Spending, Paraguay
    Traditional Media Ad Spending, Paraguay
    Forecasts
    Traditional Media Ad Spending, Paraguay
    Digital Ad Spending, Qatar
    Forecasts
    Digital Ad Spending, Qatar
    Total Media Ad Spending, Qatar
    Forecasts
    Total Media Ad Spending, Qatar
    Traditional Media Ad Spending, Qatar
    Forecasts
    Traditional Media Ad Spending, Qatar
    Digital Ad Spending, Saudi Arabia
    Forecasts
    Digital Ad Spending, Saudi Arabia
    Total Media Ad Spending, Saudi Arabia
    Forecasts
    Total Media Ad Spending, Saudi Arabia

    "Behind the Numbers" Podcast

    The Daily: AI models that can “reason”, the push to invent a new AI device, and the possibility of “Safe SuperIntelligence”
    Audio
    The Daily: AI models that can “reason”, the push to invent a new AI device, and the possibility of ...
    Reimagining Retail: The Unofficial Most Interesting Retailers List (September)
    Audio
    Reimagining Retail: The Unofficial Most Interesting Retailers List (September)
    The Daily: Very specific 2024 predictions (Fall edition) part 2—Why ByteDance will sell TikTok, a kids online safety law, and a Dish/DirecTV merger
    Audio
    The Daily: Very specific 2024 predictions (Fall edition) part 2—Why ByteDance will sell TikTok, a ...
    The Daily: Very specific 2024 predictions (Fall edition) part 1—Rejecting GenAI, Chrome’s consent workflow, and Tubi ascends
    Audio
    The Daily: Very specific 2024 predictions (Fall edition) part 1—Rejecting GenAI, Chrome’s consent ...
    The Weekly Listen: What happens if TikTok is (or isn’t) banned in the US, what marketers get most wrong about consumers, and more
    Audio
    The Weekly Listen: What happens if TikTok is (or isn’t) banned in the US, what marketers get most ...
    The Daily: Google’s digital ad tech antitrust trial—The DoJ’s case against them and the search giants defense
    Audio
    The Daily: Google’s digital ad tech antitrust trial—The DoJ’s case against them and the search ...
    Reimagining Retail: Gen Z’s path-to-purchase—What most folks get wrong about them and how social media influences in-store behavior
    Audio
    Reimagining Retail: Gen Z’s path-to-purchase—What most folks get wrong about them and how social ...
    The Daily: How generations use social media—Gen Z’s actual favorite platform, the one Boomers are adopting the fastest, and more
    Audio
    The Daily: How generations use social media—Gen Z’s actual favorite platform, the one Boomers are ...
    The Daily: What to make of democratic countries (like Brazil) banning social media apps (like X)
    Audio
    The Daily: What to make of democratic countries (like Brazil) banning social media apps (like X)
    The Weekly Listen: Does Facebook actually have a young person problem, the interactive ads of the future, and more
    Audio
    The Weekly Listen: Does Facebook actually have a young person problem, the interactive ads of the ...
    The Daily: How travel Is changing—Has it actually fully recovered, how budget airlines are pivoting, and more
    Audio
    The Daily: How travel Is changing—Has it actually fully recovered, how budget airlines are pivoting, ...
    Reimagining Retail: Why are so many new peer-to-peer resale marketplaces are being launched and how they can succeed
    Audio
    Reimagining Retail: Why are so many new peer-to-peer resale marketplaces are being launched and how ...
    The Banking & Payments Show: Financial Media Networks
    Audio
    The Banking & Payments Show: Financial Media Networks
    The Daily: Why the California AI bill matters so much, what AI rules are missing, and more
    Audio
    The Daily: Why the California AI bill matters so much, what AI rules are missing, and more
    The Weekly Listen: Why Pavel Durov’s arrest spooked social media giants, swapping barcodes for QR ones, and more
    Audio
    The Weekly Listen: Why Pavel Durov’s arrest spooked social media giants, swapping barcodes for QR ...