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TV screens now account for 36% of YouTube viewing in the U.S., edging ahead of web and mobile, while "Saturday Night Live" tops reach with 38.6M users and Shorts fuel growth among top channels.

Así lo establece el reporte de publicidad global "Trends: The changing shape of TV" de Warc Media. El informe concluye que la presión de YouTube y los nuevos modelos de compra están cambiando el futuro de la televisión.

According to WARC Media’s recent analysis, the decline reflects a broader decade-long erosion. Between 2014 and 2024, linear TV ad expenditure dropped by 27.5% in absolute terms, and by 50.8% when adjusted for inflation.

48% of TV viewers engage with social media around shows, 31% shop via links or QR codes during content, and 45% of 18–34-year-olds buy products tied to what they watch—redefining the future of live and ad-supported television.

The new product connects Large Language Models to Gracenote’s verified entertainment data in real time, enabling CTV platforms to deliver accurate, personalized content recommendations while reducing hallucinations and improving monetization.