“The streaming ad market is diversifying, and will only continue to do so,” our analyst Ross Benes said at our “Attention! Trends and Predictions for 2023” summit.
Before the pandemic, Roku, Hulu, and YouTube made up about half (45.9%) of the US connected TV (CTV) ad market. That market has expanded significantly. Despite solid US CTV ad revenue growth across all three companies, their combined share will account for around one-third of the $26.92 billion that will go to CTV in 2023.
Netflix’s tricks: “Given just the scope of [its] business, Netflix could become one of the largest players in streaming advertising within a few years,” said Benes.
Disney original: Disney+’s pivot to ad-supported video has a leg up on Netflix. “Streaming ads may be new to this service, but it’s not new to the company,” said Benes.
Peacock’s flock: “Peacock is going to be a pretty significant player in streaming advertising,” said Benes.
Looking downstream: Players like Hulu and YouTube face a shrinking share of CTV ad spend in the US, not because they’re getting weaker but because the market is getting stronger. Time spent with streaming is climbing, and ad dollars will follow as more streamers introduce ads. Marketers can spread out ad revenues across platforms like never before.
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