John,

Ad spending growth has come back to earth in the US, but not for connected TV (CTV).

Total media ad spending will increase by just 7.0% this year, while digital spending will increase by 12.0%. CTV, meanwhile, will cruise along with 27.2% growth, a figure reminiscent of the good old days of boomtime ad spending.

OUR PREDICTION FOR 2023

Disney+ and Netflix will make a splash in ad revenue growth, then languish. The two streaming giants had a 0% share of CTV ad spending at the beginning of 2022, so their growth and share grab in 2023 will look impressive. But it won’t take long for the intensity of the competitive environment to constrain their outlook for 2024 and beyond.

This is just one insight available in the Forecast Trends to Watch for 2023 report from Insider Intelligence. If you’re currently considering where to place your budget, resources, and energy this year, then we invite you to obtain a complimentary preview of the report here.

Best, The Insider Intelligence Team

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