During a survey conducted in early 2019, U.S. marketers representing direct-to-consumer brands were asked about their plans for advertising spending on video formats. More than 70 percent of respondents said they expected their spending on digital video and advanced TV advertising to increase in the next 12 months. At the same time, 62 and 60 percent of DTC marketers said they planned increasing ad spend on OTT and connected TV and broadcast and cable TV, respectively.
Planned changes in video advertising spending according to direct-to-consumer (DTC) marketers in the United States as of March 2019, by format
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Planned changes in video advertising spending according to direct-to-consumer (DTC) marketers in the United States as of March 2019, by format
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based on a sample of DTC brands with minimum $1m in ad spend
Method of interview
Online survey
Supplementary notes
*Direct to Consumer Marketers comprised 17% of the total sample. Question: "In the next 12 months, would you expect the amount of [your company’s/your clients’] spend on the following types of advertising to increase, stay the same or decrease?"
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IAB (U.S.). (April 29, 2019). Planned changes in video advertising spending according to direct-to-consumer (DTC) marketers in the United States as of March 2019, by format [Graph]. In Statista. Retrieved March 13, 2025, from https://www.statista.com/statistics/1130808/us-dtc-video-ad-spend-change/
IAB (U.S.). "Planned changes in video advertising spending according to direct-to-consumer (DTC) marketers in the United States as of March 2019, by format." Chart. April 29, 2019. Statista. Accessed March 13, 2025. https://www.statista.com/statistics/1130808/us-dtc-video-ad-spend-change/
IAB (U.S.). (2019). Planned changes in video advertising spending according to direct-to-consumer (DTC) marketers in the United States as of March 2019, by format. Statista. Statista Inc.. Accessed: March 13, 2025. https://www.statista.com/statistics/1130808/us-dtc-video-ad-spend-change/
IAB (U.S.). "Planned Changes in Video Advertising Spending According to Direct-to-consumer (Dtc) Marketers in The United States as of March 2019, by Format." Statista, Statista Inc., 29 Apr 2019, https://www.statista.com/statistics/1130808/us-dtc-video-ad-spend-change/
IAB (U.S.), Planned changes in video advertising spending according to direct-to-consumer (DTC) marketers in the United States as of March 2019, by format Statista, https://www.statista.com/statistics/1130808/us-dtc-video-ad-spend-change/ (last visited March 13, 2025)
Planned changes in video advertising spending according to direct-to-consumer (DTC) marketers in the United States as of March 2019, by format [Graph], IAB (U.S.), April 29, 2019. [Online]. Available: https://www.statista.com/statistics/1130808/us-dtc-video-ad-spend-change/
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