美國(guó)流媒體服務(wù)市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

DIGITAL

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TRENDSStreamingservicesadvertisingintheUnitedStatesCHAPTER

01OverviewOver-the-top(OTT)TVandvideorevenueintheUnitedStatesfrom2023to2029(inbillionU.S.dollars)OTTvideorevenueintheU.S.2023-20292023202420296054.653.552.55040302010021.617.515.62.92.932.62.70.7SVODAVODDTORental3Description:Theover-the-top(OTT)TVandvideorevenueisestimatedtoreach74billionU.S.dollarsintheUnitedStatesin2023.Aforecastsuggestedthattherevenuewillcontinuetoincreasetoover80billionU.S.dollarsin2029.WhileSVODwilllikelyremainthelargestsegment,ad-supportedstreamingwillshowthehighestgrowthrate.ReadmoreNote(s):UnitedStates;August2023;forecastSource(s):DigitalTVResearch;MediaPlayNewsRevenuefrommusicstreamingintheUnitedStatesfrom2010to2022(inbillionU.S.dollars)MusicstreamingrevenueintheU.S.2010-2022141210813.312.410.18.97.45.76442.41.921.410.70.5020102011201220132014201520162017201820192020202120224Description:Musicstreamingrevenuehasincreasedastronomicallyinthelastsixyearsalone-growingfrom1.9billionU.S.dollarsin2014to13.3billionin2022.StreaminghasbecomeapopularpastimeforU.S.musicfansandamajorsourceofrevenuefortheindustry,thoughmanytraditionalconsumerslamenttheresultingdeclineofphysicalmusicformats.PhysicalCDshipmentshavedwindled,whilstdigitalmusicplatformsareflourishing.ReadmoreNote(s):UnitedStates;2010to2022Source(s):RIAAAdvertisingspendingofstreamingservicesintheUnitedStatesin2020and2021(inbillionU.S.dollars)AdspendofstreamingservicesintheU.S.2020-20212.52.02.081.51.221.00.50.0202020215Description:Advertisingspendonmeasuredmediaforstreamingservicestotalednearly2.1billionU.S.dollarsintheUnitedStatesasof2021.Theamountincreasedby70percentincomparisontothepreviousyear.Amongthestreamingservices,Discovery+recordedthehighestexpenditureinadvertisingonmeasuredmedia.ReadmoreNote(s):UnitedStates;2020and2021;measuredmediaspendingonlySource(s):AdvertisingAge;KantarTVadvertisingspendingintheUnitedStatesfrom2023to2027,bytype(inbillionU.S.dollars)TVadvertisingspendingintheU.S.2023-2027,bytypeSpendinginbillionU.S.dollarsCableBroadcast60FASTSVOD02040801001202023202420252026202742.120.7315.6211.3133.6918.1425.4516.9624.0721.9814.7633.7837.4324.4614.6524.9518.7513.5742.5826.16Description:Theadvertisingspendingoffreead-supportedstreamingTV(FAST)intheUnitedStateswasexpectedtomorethandoublebetween2023and2025,surpassingthatofcable,broadcast,andsubscriptionvideo-on-demand(SVOD)bythelatteryear.Inadditiontothat,spendingonstreamingoverall(FASTandSVOD)wasprojectedtoovertakethatoflinearTV(cableandbroadcast)by2025.ReadmoreNote(s):UnitedStates;2022;forecastSource(s):StreamTVInsider;TVREVCompoundannualgrowthrate(CAGR)ofselectedad-supportedvideostreamingservicesintheUnitedStatesbetween2022and2026Adrevenuegrowthofad-supportedvideostreamingservicesintheU.S.2022-202645%39.3%40%35%30%25%20%15%10%5%25.3%23%22%21%17%12%10%0%NetflixDisneyPlusPeacockWarnerBros.DiscoveryTubiTheRokuChannelPlutoTVHulu7Description:From2022to2026,adrevenueofvideo-on-demandgiantNetflix'sisprojectedtogrowatacompoundannualgrowthrate(CAGR)ofaround39percent.DisneyPlusandPeacockfollowwitharound25and23percentCAGR,respectively.

ReadmoreNote(s):UnitedStates;November2022;forecastSource(s):Activate;MoffettNathanson;MorganStanley;S&PGlobal;StandardMediaIndexDistributionofdigitalvideoadviewsintheUnitedStatesin1sthalf2023,bydistributionplatformtypeDigitalvideoadviewsintheU.S.2023,byplatformVirtualmultichannelvideoprogrammingdistributors6%STBSVoD6%Digitalcontentaggregator6%TVE41%DTC18%Freead-supportedstreaming(FAST)23%8Description:Inthefirsthalfof2023,freead-supportedstreaming(FAST)servicesaccountedfor23percentofdigitalvideoadviewsintheUnitedStateswhereasvirtualmultichannelvideoprogrammingdistributors,suchasYouTubeTV,accountedforsixpercentofthetotal.ReadmoreNote(s):UnitedStates;H12023;representsactivityonFreewheel'splatformbroaderindustrymetricsmayvarySource(s):FreeWheelCHAPTER

02VideostreamingAdvertisingrevenueoffreead-supportedstreamingTV(FAST)servicesintheUnitedStatesfrom2019to2025(inbillionU.S.dollars)AdrevenueoftheFASTmarketintheU.S.2019-2025766.15.35432104.53.92.61.20.72019202020212022*2023*2024*2025*10Description:Theadvertisingrevenueoffreead-supportedstreamingTV(FAST)intheUnitedStatesisexpectedtoreachoversixbillionU.S.dollarsby2025.Thismarksanincreaseofabout3.5billionU.S.dollarscomparedwiththeestimateof2021.

ReadmoreNote(s):UnitedStates;2019to2021;estimates;forecastdatafromJuly2022;*Forecast.ReadmoreSource(s):VarietyAdvertisingrevenuesofselectedad-supportedvideostreamingservicesintheUnitedStatesin2022(inbillionU.S.dollars)Adrevenuesoftopad-supportedvideostreamingservicesintheU.S.20224.03.43.53.02.52.01.51.00.50.01.210.60.60.60.4HuluPeacockPlutoTVParamountPlusTubiTheRokuChannelHBOMax/DiscoveryPlus11Description:In2022,theadvertisingrevenueintheUnitedStatesofvideoondemandplatformHuluwasprojectedtoreach3.4billionU.S.dollars.ItwasfollowedbyPeacockandPlutoTVwith1.2andonebillionU.S.dollarsinadrevenue,respectively.

ReadmoreNote(s):UnitedStates;November2022;forecastSource(s):Activate;MoffettNathanson;MorganStanley;S&PGlobal;StandardMediaIndexAdvertisingrevenuesofselectedad-supportedvideo-on-demand(AVOD)platformsworldwidein2022,byregion(inmillionU.S.dollars)AdrevenuesofAVODplatformsworldwide2022,byregionInternationalrevenue*U.S.revenue1,2001,00080060040020008518243085683252612636438Roku34FreeveePlutoTVTubiSamsungTVPlus12Description:In2022,theadvertisingrevenueofvideo-on-demandplatformPlutoTVamountedto851millionU.S.dollarsintheUnitedStates,whileitsnon-U.S.revenueamountedto261milliondollars.Roku'sU.S.adrevenuetotaled824milliondollars,whileitsnon-U-S.adrevenueaddedupto38million.ReadmoreNote(s):Worldwide;2022;*Non-U.S.revenue.ReadmoreSource(s):AmpereAnalysisLeadingstreamingplatformstowhichadvertisingprofessionalsallocatedupfrontspendingintheUnitedStatesasofMarch2023TopstreamingplatformstowhichadprofessionalsallocatedupfrontspendU.S.2023Shareofrespondents0%10%20%30%40%50%48%60%70%80%HuluYouTubeTVPeacockRoku74%46%45%Paramount+Tubi35%22%SamsungPlutoTVVizio19%15%13%SlingTVFreeWheelOther*9%8%10%13Description:AccordingtoasurveyconductedamongbrandandadvertisingprofessionalsintheUnitedStatesinMarch2023,74percentofrespondentssaidtheychoseHuluastheirgo-toplatformforupfrontspendingallocation.YouTubeTVfollowedwith48percent,while46percentofrespondentsmentionedPeacock.ReadmoreNote(s):UnitedStates;March2023;*IncludesAmazon,CW,Discovery+,Disney+,ESPN+,Apple+,HBOMax/WarnerBros.,Discovery,Facebook/Instagram,Snap.

ReadmoreSource(s):eMarketer;InsiderIntelligence;iSpot.tvLeadingcontentgenresonfreead-supportedstreamingTV(FAST)servicesintheUnitedStatesin2ndquarter2022,byshareofadimpressionsLeadinggenresonFASTservicesintheU.S.2022,byadimpressionsshareShareofadimpressions0%5%10%15%20%25%30%35%40%NewsEntertainmentCrime36%8%7%Movies6%Sports3%14Description:Duringastudyoffreead-supportedTVservicesintheUnitedStates,itwasfoundthatthenewscontentgenrewasthebestperformingintermsofadvertisingeffectiveness,withnewschannelsonthemeasuredFASTplatformsgarnering36percentofadimpressionsinthesecondquarterof2022.Atthesametime,theentertainmentcontentchannelsattractedeightpercentofadimpressionsinthecountry.ReadmoreNote(s):UnitedStates;Q22022Source(s):AmagiCorporationMostpopularad-supportedvideo-on-demand(AVOD)andfreead-supportedstreamingTV(FAST)servicesintheUnitedStatesandCanadain2ndquarter2022MostpopularAVOD/FASTservicesintheU.S.andCanada2022Shareofrespondents0%5%10%15%20%25%TheRokuChannelTubi21.5%19.7%19.4%PeacockPlutoTV17.1%Crackle11.2%11.1%SamsungTVPlusCrunchyrollAmazonFreeveeVudu7.2%6.9%6.7%6.4%6%5.8%GlobalTVTwitchDailymotionFilmRise5%LGChannelPlex4.5%4.4%15Description:Asofthesecondquarterof2022,themostpopularad-supportedvideostreamingserviceintheU.S.andCanadawasTheRokuChannel,with21.5percentofrespondentswatchingcontentonthisFASTplatform.SecondcameTubi,closelyfollowedbyPeacock.ReadmoreNote(s):Canada,UnitedStates;Q22022;4,503respondents;18yearsandolderSource(s):TiVoLeadingfreead-supportedstreamingTV(FAST)servicesthatprovideexcellentorgoodvalueaccordingtoconsumersintheUnitedStatesasofJune2022MostvaluedFASTservicesintheU.S.2022Shareofrespondents0%10%20%30%40%50%60%70%80%TheRokuChannelCBS84%80%FreeveePlutoTVTubi78%78%77%Crackle67%16Description:DuringaJune2022surveyamongTVviewersintheUnitedStates,84percentofrespondentssaidTheRokuChannelwasafreead-supportedstreamingTV(FAST)servicethatprovidedexcellentorgoodvaluetothem.Thiswasfollowedby80percentofrespondentscitingCBS,while78percentmentionedFreevee.ReadmoreNote(s):UnitedStates;June2022;3,004respondents;14-74years;amongconsumerswhohaveusedfreead-supportedstreamingTVservicesandwatchedatleast1hourofTVperweekSource(s):HubEntertainmentResearch;MediaPlayNewsCHAPTER

03AudiostreamingDigitalaudioadvertisingspendingintheUnitedStatesfrom2016to2022(inbillionU.S.dollars)DigitalaudioadspendintheU.S.2016-202276545.94.93.132.732.251.832101.1201620172018201920202021202218Description:In2022,digitalaudioadvertisingspendingintheUnitedStatesstoodat5.9billionU.S.dollars,upfrom4.9billionayearearlier.Thisconstitutesayear-on-yearincreaseof20percent.ReadmoreNote(s):Source(s):IAB(U.S.);PwC;SearchEngineLandPodcastadvertisingrevenueintheUnitedStatesfrom2015to2025(inmillionU.S.dollars)U.S.podcastadvertisingrevenueintheU.S.2015-20254,5004,0003,5003,0002,5002,0001,5001,0003,982.83,249.12,277.61,825.31,448.7842.32020708.12019479.120185000313.92017169.12016105.72015202120222023*2024*2025*19Description:PodcastadvertisingintheUnitedStatesgeneratedmorethan1.8billionU.S.dollarsinrevenueasof2022.Theindustry25percentincreasecomparedto2021.Withnogrowthceilinginsight,podcastadrevenueintheU.S.mightreachfourbilliondollarsin2025.ReadmoreNote(s):UnitedStates;2015to2022;amongcompaniesthatgeneraterevenueonpodcastplatforms;*Forecast.ReadmoreSource(s):IAB(U.S.);PwCSpotifypodcastadvertisingrevenueintheUnitedStatesfrom2019to2024(inmillionU.S.dollars)SpotifypodcastadrevenueintheU.S.2019-2024450400350300250200150100414286.5191.9108.9202152.25023.70201920202022*2023*2024*20Description:Spotify'spodcastadvertisingrevenueintheUnitedStatesamountedto108.9millionU.S.dollarsin2021,markinga108.5percentincreasefromthepreviousyear.Themusicstreamingplatform'spodcastadrevenuewasprojectedtofurtherincreaseoverthefollowingthreeyears,beforereachinganestimated414milliondollarsin2024.ReadmoreNote(s):UnitedStates;2019to2021;*Forecast.Referstoaudioadvertisingwithinapodcast.Includesalltypesofadvertisingonpodcasts.ReadmoreSource(s):eMarketerGrowthofSpotifypodcastadrevenueintheUnitedStatesfrom2020to2024SpotifypodcastadrevenuechangeintheU.S.2020-2024140%120%120%100%80%60%40%20%0%108.5%76.2%49.3%2023*44.5%2024*202020212022*21Description:In2021,Spotify'spodcastadvertisingrevenueintheUnitedStatesincreasedby108.5percent,from52.2to108.9millionU.S.dollars.Thisfolloweda120percentincreasein2020,from23.7to52.2milliondollars.Growthwasprojectedtoslideintodouble-digitterritoryin2022,withanexpectedincreaseof76.2percent.ReadmoreNote(s):UnitedStates;2020and2021;*Forecast.Referstoaudioadvertisingwithinapodcast.Includesalltypesofadvertisingonpodcasts.ReadmoreSource(s):eMarketerShareofpodcastinSpotify'sadvertisingrevenuetheUnitedStatesfrom2019to2024PodcastshareofSpotifyadrevenueintheU.S.2019-202425%20%19.4%18.1%16.7%15%14.1%9.7%10%5%5.3%20190%202020212022*2023*2024*22Description:In2021,Spotify'spodcastadvertisingrevenueintheUnitedStatesreached14.1percentofthecompany'stotaladvertisingrevenue.Thatwasa4.4percentagepointincreaseascomparedto2020.Growthisprojectedtocontinuein2022,witha2.6pointincrease,indicatingtheheighteninginterestinpodcastadsamongadvertisers.ReadmoreNote(s):UnitedStates;2019to2021;*Forecast.Referstoaudioadvertisingwithinapodcast.Includesalltypesofadvertisingonpodcasts.ReadmoreSource(s):eMarketerLeadingpodcastadvertisersintheUnitedStatesin4thquarter2022,byadspend(inmillionU.S.dollars)LargestpodcastadvertisersintheU.S.2022SpendinginmillionU.S.dollars10

1505202530TeladocHealth(BetterHelp)Amazon2617.5Shopify9FlutterEntertainment(FanDuel)AthleticGreensHelloFresh7.576.35.7SimpliSafePeloton5DraftKings4.74.4PepsiCo23Description:Inthe4thquarterof2022,BetterHelp'sparentcompanyTeladocHealthwastheleadingpodcastadvertiserintheUnitedStates.Itspodcastadspendingstoodat26millionU.S.dollars,whilethatofrunner-upAmazonstoodat17.5million.Thetotal2022podcastadspendintheU.S.wasestimatedat1.73billionU.S.dollars.PodcastadspendingintheU.S.isexpectedtocontinuetogrow,withexpendituresprojectedtosurpass2.5billiondollarsby2024.

ReadmoreNote(s):UnitedStates;Q42022;basedonananalysisofpostadvertisingdatafromthetop3,000podcastintheUnitedStatesasrankedbyApplePodcasts,supplementedbyMagellanAI'sproprietarymodeltoestimateadvertisingspendSource(s):InsideRadio;MagellanAICHAPTER

04ConsumerinsightsShareofTVviewerswhothinkthenumberofadsservedonselectedad-supportedvideo-on-demand(AVOD)platformsisreasonableintheUnitedStatesasofNovember2022TVviewersacceptingofvolumeofadsduringshowsonAVODplatformsU.S.2022ReasonablenumberNoopinionToomany70%60%50%40%30%20%10%0%61%53%46%45%44%43%37%37%33%33%32%31%30%30%28%27%

27%27%27%25%23%22%22%16%Discovery+HBOMaxPeacockParamount+HuluFreead-supported

Multichannelvideo

LiveTV(MVPD)streamingTV

programmingservices(FAST)

distributor(MVPD)25Description:Accordingtoasurveyconductedviewersofamongad-supportedvideo-on-demandplatformsintheUnitedStatesinNovember2022,61percentofrespondentsthoughtthenumberofadsservedonParamount+wasreasonable.Thiswasfollowedby53percentofrespondentsacceptingthevolumeofadsonHBOMax.Conversely,45percentofrespondentsthoughtthenumberofadsonliveTV(MVPD)wastoohigh.

ReadmoreNote(s):UnitedStates;November2022;3,001respondents;14-74years;respondentswatchingatleastonehourofTVperweekSource(s):HubEntertainmentResearchShareofviewerswhowouldratherwatchadsthanpaymoreforad-freevideoservicesintheUnitedStatesfromQ22021toQ22023Viewerswhowouldratherwatchadsthanpaymoreforad-freeservicesU.S.2021-2023I'drathersavemoneyI'dratheravoidads100%90%80%70%60%50%40%30%20%10%0%40%41%42%43%44%60%59%58%57%56%Q22021Q42021Q22022Q42022Q2202326Description:AccordingtoasurveyconductedamongTVviewersintheUnitedStatesinthesecondquarterof2023,59percentofrespondentssaidtheywouldratherwatchadsifitmeanttheywouldsavefourorfiveU.S.dollarspermonth.Conversely,41percentofrespondentssaidtheywouldratheravoidadsevenifthatcostthemfourorfivedollarsmorepermonth.ReadmoreNote(s):UnitedStates;May2023;3,063respondents;14-74years;respondentswatchingatleastonehourofTVperweekSource(s):HubEntertainmentResearchShareofconsumerswhopreferredpaidad-freevs.freead-supportedstreamingcontentintheUnitedStatesasofNovember2022Popularityofad-supportedstreamingcontentintheU.S.202240%34%35%30%25%20%15%10%5%33%32%0%Preferad-freepaidcontentPreferfree-with-adscontentPrefertieredcontentofferingbothpaidandad-supportedoptions27/statistics/1225609/ctv-content-advertising-preference-usaDuringaNovember2022surveycarriedoutamongconsumersfromtheUnitedStates,34percentofrespondentsstatedthattheypreferredfreead-supportedstreamingcontent,whereas33percentsaidtheyoptedforpaid,ad-freestreamingcontent.ReadmoreNote(s):UnitedStates;November2022;3,001respondents;14-74years;consumerswatchingatleast1hourofTVperweekSource(s):HubEntertainmentResearch;TVTechShareofadultswithafavorableorunfavorableattitudetowardsvideostreamingadsintheUnitedStatesasofMay2022,byadtypeConsumerattitudestowardsvideostreamingadsintheU.S.2022,byadtypeFavorableUnfavorable80%70%60%50%40%30%20%10%0%67%56%41%40%38%37%35%34%27%21%Pre-rolladsPauseadsProductplacementBrandedplacementsStandardadsthatinterruptwhatyouarewatchingbeforeyoucanwatchmore28Description:Duringamid-2022surveyamongadultsintheUnitedStates,56percentofrespondentssaidtheyhadafavorableviewofpre-rollads-adsrunningbeforethecontentthatusuallyallowuserstoenjoytherestad-free-onstreamingvideoservices.Incomparison,27percentsaidtheyhadanunfavorableview.Pauseads-adsonlyappearingwhenavideoispaused-werereceivedfavorablyby38percentofrespondents.Conversely,67percentoftheintervieweeshadanunfavorableviewof[...]

ReadmoreNote(s):UnitedStates;May2022;18yearsandolder;excludingresponsesof"heardof,noopinion"and"neverheardof"Source(s):CoxMedia;InsiderIntelligence;MorningConsultStreamingserviceswiththemostannoyingcommercialsaccordingtoviewersintheUnitedStatesasofMay2022StreamingserviceswithmostannoyingadsaccordingtoviewersintheU.S.2022KindofannoyedbythecommercialsVeryannoyedbythecommercials80%70%60%50%40%30%20%10%0%26%16%35%14%36%13%11%41%30%27%HuluPeacockParamount+Discovery+HBOMax29Description:AccordingtoasurveyconductedamongstreamersintheUnitedStatesbetweenAprilandMay2022,over65percentofrespondentssaidtheywereannoyedbyadsonHulu.CommercialsonPeacockwereseenasannoyingby51percentofrespondents,while50percentcitedadsonParamount+.ReadmoreNote(s):UnitedStates;April29toMay4,2022;2,460respondents;amongTVTimeappusersSource(s):TheStreamable;WhipMediaPercentageofconsumersfindingstreamingTVadsormobileadsmorehelpfulforinformingholidaypurchasesintheUnitedStatesasofAugust2023Shoppers'preferenceforCTV&mobileadsforholidaypurchaseinfointheU.S.202339%40%35%30%25%20%15%10%5%28%0%CTVadsMobileads30Description:AccordingtoasurveyconductedamongconsumersintheUnitedStatesinAugust2023,39percentofrespondentssaidtheyfoundconnectedTV(CTV)adstobemorehelpfulthantheirmobilecounterpartswhenitcametoinf