US TV and Connected TV Ad Spending Forecasts H1 2024

Politics Boosts Linear TV, Streaming Services Push Ad Tiers

The 2024 Summer Olympics and US elections will keep linear TV spending flat before it continues descending. To hedge against financial losses, streaming services have emphasized their advertising tiers, which are gaining users.

Key Question: How are TV and CTV ad spending performing, and what do those trends mean for ad buyers and sellers?

Key Stat: Netflix will generate $70.44 in ad revenues per ad-supported viewer in 2024—53.6% more than Hulu—per our new forecast. However, Hulu will have more than six times the number of US ad-supported viewers as Netflix. And its CTV ad revenues will be more than four times the size of Netflix’s.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Olympics and political ad spending will help keep linear TV ad outlays flat
  1. Linear TV still carries the load for political advertisers
  2. Hybrid ad options are the norm for streaming services
  1. Sources
  2. Media Gallery

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Ross Benes


Vivian Dong
Associate Forecasting Analyst
Max Willens
Senior Analyst
Yoram Wurmser
Principal Analyst

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