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According to new research from eMarketer, Netflix will easily dominate when it comes to viewers and viewing time, but TikTok’s ad revenue lead will be difficult for Netflix to overcome.

Older players like Hulu and YouTube face a shrinking share of CTV ad spend in the United States, not because they are getting weaker but because the market is getting stronger, according to eMarketer.

Excluding vMVPDs, which deliver live TV over the internet, pay TV will decline 7.2% this year to 66.4 million households, eMarketer revealed in its latest report. That figure will drop to 54.3 million households by the end of 2026.

El objetivo de la alianza es maximizar los ingresos publicitarios en la televisión conectada de la compañía de medios, además de garantizar una visualización de alta calidad de los anuncios.

TikTok is looking to expand its connected TV ad presence, according to a new job posting, ramping up its battle with YouTube to bring short-form video to TVs and capture more revenues in that lucrative channel.