This article reviews the performance of ad-supported streaming services, highlighting their surging popularity as they accounted for 40.3% of U.S. TV usage in June 2024. The report outlines various platforms' pricing, ad options, and the distribution of ad budgets. It notes a significant decline in cable and broadcast usage, maintaining a trend below 50%. YouTube's executive comments on the shift of viewer behavior and the increasing preference for streaming content, with a second installment set to focus on advertisers' experiences and challenges in this rapidly evolving landscape.
"Streaming households are overtaking pay TV households for the first time in the U.S. and outpacing linear TV growth across the globe."
"There is a shift happening in how and where viewers seek out and consume content. Streaming what they want, when they want."
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