TV & Audio Expert Predictions
TV & Audio Expert Predictions
Although we don’t know exactly what to expect from the TV & Audio industry in 2024, here's a closer look at some top expert predictions from our partners at Roku and Kochava:
Streaming Surpasses 50% of US Viewership in 2023, Anticipating Advertiser Shifts in 2024
“2023 was an exciting and pivotal year for streaming. For the first time, linear TV officially fell below 50% of total viewing in the US, while streaming viewership reached a new high of 38.7%. In 2024, we expect these viewership trends to continue, and we predict advertisers will cut the cord as they continue to shift their investment into streaming, reaching desired audiences in new ways. We’re also excited about all the new opportunities in the streaming space. This past year, we unveiled the ability to buy products directly from the TV, and we predict that in 2024, brands will be leaning into these action-driving capabilities.”
TaraLynn Marinho Head of Performance Sales, Roku
Smart TVs Boost Ad Space Surge, Sparking Shifts to Performance-Based Pricing in Streaming
“The evolution of smart TVs as robust ad platforms, explosion of FAST channels, and launch of ad-supported tiers by traditional subscription video on demand platforms are leading to a proliferation of ad space. The increase in inventory and competition for ad dollars will likely result in lower advertising costs as platforms vie to attract advertisers. As outcomes-based measurement becomes mainstream, shifts in pricing models are also likely as cost per install and cost per action become viable alternatives to CPM-based approaches. Many ad platforms are growing in their confidence to shift to performance-based buying due to their ability to prove value and ROI.”
