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  • Current: IDC Perspective: Advertising Growth in Connected TV for 2023 Is Driving Media Technology Vendor Innovations for Native Cloud Services

 target audience: TECH BUYER  Publication date: Jun 2023 - Document type: IDC Perspective - Doc  Document number: # US50631124

IDC Perspective: Advertising Growth in Connected TV for 2023 Is Driving Media Technology Vendor Innovations for Native Cloud Services

By:  Alex Holtz

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Content

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List of Figures



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Table of Contents


  • Executive Snapshot

    • Figure: Executive Snapshot: Advertising Growth in Connected TV for 2023 Is Driving Media Technology Vendor Innovations for Native Cloud Services

  • Situation Overview

    • The Market

    • Figure: U.S. Annual Digital Video Ad Spend by Type ($B)

    • Figure: Percent of Spenders that Consider "Must Buy" as Necessary for Media Plan

    • Figure: U.S. Pay TV versus Non-Pay TV Households, 2018–2026 Forecast

    • Figure: U.S. TV versus CTV Ad Spending, 2021–2027

    • Table: CTV versus Total TV Ad Spend Forecast for United States, 2021–2027

    • Technology Trends and Vendors

    • Figure: U.S. Subscription OTT Video*, AVOD**, and Free Premium Video Streaming*** Viewer Gains, 2022–2024

    • Figure: The Many Steps Involved in Getting Brand Commercials from the Final Stages of Production to Screens Where Consumers View Them

    • Figure: Amagi Glass-to-Glass Workflow Solution

    • Figure: Brightcove Architecture

  • Advice for the Technology Buyer

  • Learn More

    • Related Research

    • Synopsis