According to EMARKETER's forecast, by 2026, nine streaming services will generate over $1 billion in ad revenue, a significant increase from just two in 2020.
Ross Benes remarks that the introduction of ad tiers, especially in platforms like Amazon Prime Video, has significantly increased the availability of ads, leading to decreased costs across the board.
While viewership of CTV is rising rapidly, it will only capture 8.1% of total ad spend by 2026, indicating that viewers are growing faster than ad investments.
Linear TV continues to dominate in reach, accounting for almost six times as many ad impressions as CTV, which makes it more effective for upper-funnel messaging.
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