Digital Video Advertising - United States

Ad spending in the Digital Video Advertising market in the United States is forecasted to reach US$85.39bn in 2024.
The expected annual growth rate (CAGR 2024-2030) of 7.90% indicates a projected market volume of US$134.80bn by 2030.
With a projected market volume of US$85.39bn in 2024, the majority of revenue will be generated the United States.
In 2030, 84% of total ad spending in the Digital Video Advertising market is anticipated to be generated through mobile.
The average ad spending per internet user in the Digital Video Advertising market is projected to be US$266.20 in 2024.
Connected TV ad spending in the Digital Video Advertising market is expected to reach US$22.77bn in 2024.
The Connected TV market is forecasted to exhibit an annual growth rate (CAGR 2024-2030) of 10.81%, resulting in a projected market volume of US$42.15bn by 2030.
Ad spending on short-form videos in the Digital Video Advertising market is projected to reach US$38.79bn in 2024.
The expected annual growth rate (CAGR 2024-2030) for ad spending on short-form videos is 11.43%, leading to a projected market volume of US$74.27bn by 2030.
In the United States, the trend in Digital Video Advertising is shifting towards interactive and personalized content to engage consumers effectively.

Definition:
Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps on computer screens, smartphones, tablets, and other internet-connected devices. Videos that seamlessly match the form and function of the environment (e.g., news websites, video platforms) in which they appear (so-called native advertising) are also included in Digital Video Advertising.

Additional information:
Digital Video Advertising comprises advertising spending, connected-TV advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending. Figures are based on Digital Video Advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Video Advertising include Comcast Corp., The Walt Disney Company, YouTube, TikTok, and Facebook. For more information on the data displayed, use the info button right next to the boxes.

All ad formats within webpage-based videos, app-based video players, social media networks, or social media apps
Pre-roll, mid-roll, and post-roll video ads
Text- or image-based overlays that appear in video players
Native advertising
Connected TV advertising
Ad spending on short-form videos

Traditional TV advertising video formats broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Addressable TV ads, targeted advertising to individual households via set-top boxes; including cable and satellite using addressable technologies such as Dynamic Ad Insertion (DAI)

The Digital Video Advertising market in the United States has experienced significant growth in recent years, driven by changing customer preferences and advancements in technology.

Customer preferences: Customers in the United States have shown a strong preference for digital video advertising due to its engaging and interactive nature. With the rise of smartphones and high-speed internet, consumers are increasingly consuming video content on their mobile devices. This shift in consumer behavior has led advertisers to invest more in digital video advertising to reach their target audience effectively.

Trends in the market: One of the key trends in the digital video advertising market in the United States is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of digital ad inventory, enabling them to target specific audiences and optimize their ad campaigns in real-time. This trend has been fueled by the availability of data and advanced targeting capabilities, allowing advertisers to deliver personalized and relevant ads to consumers. Another trend in the market is the growing popularity of over-the-top (OTT) platforms. OTT platforms, such as Netflix and Hulu, have gained significant traction in the United States, offering on-demand video content to consumers. Advertisers are leveraging these platforms to reach their target audience through targeted video ads, as consumers spend more time streaming content on these platforms.

Local special circumstances: The United States has a highly competitive and fragmented digital video advertising market. With numerous players, including social media platforms, video streaming services, and traditional broadcasters, vying for ad spend, advertisers need to carefully plan their strategies to stand out in the crowded market. This has led to increased creativity and innovation in ad formats and targeting techniques to capture the attention of consumers.

Underlying macroeconomic factors: The strong economy of the United States has also contributed to the growth of the digital video advertising market. With a high disposable income and a culture of consumerism, Americans are more likely to engage with digital advertising and make purchases based on the ads they see. Additionally, the United States has a well-developed infrastructure for digital advertising, including robust internet connectivity and widespread smartphone adoption, which further supports the growth of the market. In conclusion, the Digital Video Advertising market in the United States is thriving due to changing customer preferences, including increased mobile video consumption, and advancements in technology. Advertisers are leveraging programmatic advertising and targeting capabilities to deliver personalized and relevant ads to consumers. The popularity of OTT platforms and the competitive nature of the market further contribute to the growth of the digital video advertising market. The strong economy and well-developed infrastructure in the United States also play a significant role in supporting the growth of the market.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers video ad formats (web-based, app-based, social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from industry reports and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. Then we benchmark key countries or regions (United States, China, Europe, Asia, and Africa) results with country-specific advertising organizations or associations. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

From six-second bumper ads to multi-minute compilations, video marketing is constantly evolving, and audiences everywhere never fail to tune in. As the number of digital video viewers keeps rising every year, marketers embrace video as a promotional tool more vividly than ever. In 2023, digital video ad spending amounted to almost 176.63 billion dollars. Unsurprisingly, the United States remains the country with the highest spending on digital video ads, followed by China and the United Kingdom. Connected TV (CTV) and social video are among the most popular content marketing tactics worldwide, and the post-pandemic era has only consolidated companies’ dependency on these tools.