CTV Advertising in North America & Europe

Discussion Topics

Today’s numbers and tomorrow’s prospects and challenges.

The days when subscriptions alone were enough to turn an OTT service into a successful and growing business are officially over. TV is going back to its origins in terms of monetization, but this time it’s a data-driven affair where marketers are able to plan, activate and monitor advanced advertising campaigns addressed to very specific streaming audiences. Advertising accounted for 38% of global OTT market revenues in 2023, a figure that will jump to 50% within the next five years. Already in 2024, streaming ad revenue is expected to boast a 19% YoY growth thanks to the momentum generated by new ad-tiers (Netflix, Disney+, Prime Video and many others), rapidly expanding CTV ad inventories and the continuous growth of the FAST sector. The US market is by far the largest market in value, but the development of hybrid streaming offers and the growth of video ad inventories across other Western economies is boosting perspectives in Europe. Who will be champions of ad-supported streaming this year? Can media groups and local platforms compete with the likes of YouTube and TikTok? How will FAST channel line-ups get integrated in the distribution strategy of a growing number of platforms?

• Overview of the ad-supported video landscapes in North America and Europe
• Global platforms’ footprint and expansion strategy
• From AVOD to FAST: linear viewing making a digital comeback
• Overview of Dataxis 2024 CTV Ad Days and Retail Media Days events in North America and Europe