Premium Subscription Channels Race to the Bottom (Line)
by Isabel Greenfield
6 Min Read
Your destination for the latest CTV stats, trends, and insights.
2 Min Read
It looks like we will see the fall of linear TV within our lifetimes. A new report from eMarketer reveals that while US linear TV ad spending will grow by 4.1% to $68.35 billion this year, that number will drop by $3.41 billion by the year 2026. In fact, only a quarter of advertisers report that they will be increasing their ad spend on linear over the next year. This is in part due to the decline in users who watch TV through linear—a number that is expected to fall by six million over the next two years.
However, overall spend on TV advertising is still expected to grow. This is due to the rise of Connected TV, which will reach $18.89 billion this year and more than double to $38.83 billion by the end of 2026. The viewership of this channel is also expected to climb, surpassing linear audiences by 2025 with 235.5 million viewers. Ultimately, despite the decline estimated for linear TV audiences and ad spend, brands can still expect to have a strong TV-based ad channel to advertise through in the form of Connected TV.
Ad Industry To Create New Streaming Viewability and Connected TV Standards
Broadband TV News
WPP’s media investment group GroupM has partnered with media companies across the advertising industry to create new standards in streaming viewability and Connected TV measurement.
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TikTok Adds to Connected TV Viewing With Vizio Integration
Broadcasting + Cable
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