Key regions: South Korea, Japan, France, Germany, United States
The OTT Video Advertising market in United States has been experiencing significant growth in recent years.
Customer preferences: Customers in the United States have increasingly turned to OTT (Over-the-Top) video platforms for their entertainment needs. This shift in preference can be attributed to several factors. Firstly, the convenience and flexibility offered by OTT platforms allow users to access a wide range of content anytime, anywhere. Additionally, the ability to personalize content recommendations based on individual preferences has made OTT video advertising more appealing to users. Furthermore, the availability of ad-supported free streaming services has also attracted a large user base.
Trends in the market: One of the key trends in the OTT 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 ad inventory, enabling them to target specific audiences more effectively. This trend is driven by the growing demand for targeted advertising and the need to optimize ad spend. Advertisers are leveraging data analytics and machine learning algorithms to identify and reach their target audience, resulting in higher engagement and conversion rates. Another trend in the market is the rise of connected TV (CTV) advertising. With the proliferation of smart TVs and streaming devices, consumers are increasingly accessing OTT content on their television screens. This shift in viewing habits has created new opportunities for advertisers to reach their target audience through CTV advertising. Advertisers are leveraging the interactive and immersive nature of the TV screen to deliver engaging and impactful ad experiences.
Local special circumstances: The United States has a highly developed digital advertising ecosystem, with a large number of advertisers and publishers. This competitive landscape has led to innovations in OTT video advertising, such as the use of interactive ads and branded content. Advertisers are constantly exploring new ways to capture the attention of viewers and differentiate their brand in a crowded marketplace.
Underlying macroeconomic factors: The strong economic growth in the United States has contributed to the expansion of the OTT Video Advertising market. As consumers have more disposable income, they are willing to spend on entertainment and subscription-based OTT services. Additionally, the increasing penetration of high-speed internet and the widespread adoption of smartphones have made it easier for consumers to access OTT content on the go. In conclusion, the OTT Video Advertising market in the United States is experiencing significant growth due to customer preferences for convenience and personalization, as well as the adoption of programmatic and connected TV advertising. The competitive landscape and strong macroeconomic factors further contribute to the development of this market.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on OTT 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:
Subsegment 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 segment 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 segment. 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.
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