Executive Summary

This is the latest installment in an ongoing series of quarterly video overviews focusing on monetization, audience, platforms and content. On the radar this quarter: Advertiser investment in connected TV (CTV) is growing as more inventory becomes available.

How much will advertisers spend on CTV ads?

In our first ever CTV advertising forecast, US advertisers will spend $6.94 billion in CTV ads in 2019, and about half of these dollars will transact programmatically.

Which companies are driving CTV ad spending?

YouTube will account for about 40% of US CTV ad spending while Roku and Hulu will collectively represent an additional 30%. The remaining third is split among other streaming and TV Everywhere services.

What percentage of social video ad spending does Facebook account for?

Facebook will account for 85.4% of all US social network video ad revenues in 2019, down from 86.0% in 2018.

Which streaming services launched this quarter?

Disney+ and Apple TV+ debuted in Q4 2019. In 2020, HBO Max, Quibi and NBCUniversal’s Peacock will debut, meaning increased competition for the established players.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends and business activity in Q4 2019.

KEY STAT: We estimate that connected TV programmatic video ad spending will rise 72.0% in 2019 to $3.39 billion.