US TV and Connected TV Ad Spending Forecasts H1 2024

Politics Boosts Linear TV, Streaming Services Push Ad Tiers

Report by Ross Benes  | May 10, 2024
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Executive Summary
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Table of Contents
Executive Summary
Olympics and political ad spending will help keep linear TV ad outlays flat
Linear TV still carries the load for political advertisers
Hybrid ad options are the norm for streaming services
Sources
Media Gallery
About This Report
Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.
Topics
Connected TVs
US
Table of Contents
Executive Summary
Olympics and political ad spending will help keep linear TV ad outlays flat
Linear TV still carries the load for political advertisers
Hybrid ad options are the norm for streaming services
Sources
Media Gallery

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?

Netflix’s Lead in Ad Revenue Per Ad-Supported Viewer Will Narrow
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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.

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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

Charts in This Report

Netflix’s Lead in Ad Revenue Per Ad-Supported Viewer Will NarrowConnected TV (CTV) Will Account for All Growth in the Converged TV Market After 2024
US TV Political Ad Spending, 2016-2024 (billions and % of total political ad spending)Since the Last US Presidential Election, CTV Will Blow Past Other Formats/Platforms in Ad Spending Growth (% change in US political ad spending, by format or platform, 2020-2024)
Subscriptions Will Account for at Least Two-Thirds of Streaming Revenues

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authors

Ross Benes

Contributors

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