Global Ad Trends: Next Gen TV

This report summarises the latest research from WARC's Data platform, with a focus on next generation TV. Key findings include: 
  • Linear TV adspend has fallen by $47bn over the last five years, while online video spend is up by $39bn during this time.
  • The advertiser-funded video-on-demand (AVOD) sector – inclusive of pureplay services such as Hulu and broadcasters’ own platforms – is set to double in value to 2025, to a total of $54bn.
  • Linear impressions are in decline as audiences increasingly opt for streams. Two in five consumers have an internet-enabled TV, and next gen TVs accounted for three-quarters of all streamed video time in 2020.
  • CTVs account for two in five streamed ad impressions. This is double the...

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