OTT/CTV Grows: Pluto TV Forecast To Hit $1.1 Billion Ad Revs In 2022
As part of the ongoing rise of OTT/CTV, Pluto TV will sharply grow 45% in advertising revenues to $1.14 billion in 2022 -- up from $790 million this year, according to eMarketer.
For the ViacomCBS free ad-supported video service, this also includes all digital ads -- on desktop, laptops, mobile, tablets and other internet-connected devices.
Another estimate from Interactive Advertising Bureaus says 60% of this year’s rise in advertising for all OTT/CTV platforms will come from linear TV budgets. Second, 37% of OTT/CTV spend will come from digital display. The next shift expected: Budgets from digital out of home, print and traditional OOH -- each at 11%.
Of all ad spending, media/marketing executives anticipate OTT streaming services will see the biggest rise in ad spending -- 42%, according to an Advertiser Perceptions survey.
After OTT, comes virtual multichannel program distributors (vMVPDs), where respondents estimate 36% will see a hike. Data-driven linear TV, will be at 28%.
Though money is projected to move from linear TV to OTT/CTV this year, estimates are that linear TV will see a 26% hike in budgets this year.
Also moving up: addressable linear TV, 25%; programming linear TV, 22%; demand-side platforms for OTT; 20% and set-top box video on demand, 17%.
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April 6, 2021 at 10:40AM