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State of the Screens

Magna: OTT Will Reach $2 Billion In 2018

By October 3, 2018No Comments

OTT ad spend by year according to Magna:
1)
2017 — $1.4B
2)
2018 — $2.0B (↑ 40%)

Share of TV spend (% of total):
1)
Linear TV — $63B (96%)
2) OTT — $2B (3%)
3) Addressable TV — $800M (1%)

YoY digital ad growth by format:
1)
Social — ↑ 38%
2) Video — ↑ 27%
3) Search — ↑ 18%

U.S. video ad spend by year (% growth) according to eMarketer:
1)
2018 — $98B
2)
2019 — $103B (↑ 5%)
3) 2020 — $110B (↑ 7%)
4) 2021 — $114B (↑ 4%)
5) 2022 — $119B (↑ 4%)

Digital share of video ad spend by year:
1)
2018–28%
2)
2019–33%
3) 2020–37%
4) 2021–40%
5) 2022–43%

National ad market (% change) according to Magna:
1)
2017 — $194B (↑ 5%)
2) 2018 — $207B (↑ 5%)
3) 2019 — $212B (↑ 4%)
4) 2020 — $222B (↑ 3%)
5) 2021 — $224B (↑ 3%)
4) 2022 — $234B (↑ 3%)
5) 2023 — $237B (↑ 3%)

More #1: Has OTT Advertising’s Time Arrived?

More #2: Taking Connected TV Data from Academic to Action

More #3: Who Will Control Hulu After Comcast Acquires Sky?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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