Forecast Report

2022 OTT Video Advertising Forecast, US

Streaming Platforms Turn To Advertising To Combat Slowing Subscriber Growth

September 14th, 2022
With contributors:
Mike Proulx , Kelsey Chickering , Michael O'Grady , Benjamin Nagle , Christine Turley

Summary

As subscriber growth cools, streaming platforms are leaning into ad-supported tiers to lure cost-conscious consumers. Forrester expects that in 2022, over-the-top (OTT) video platform advertising spend will reach over $15 billion in the US, up 38% from 2021. At the same time, OTT advertising offers marketers the ability to reach audiences on premium video content with more targeting capabilities than traditional linear TV. As a result, OTT advertising will more than double in the next four years, reaching $32.4 billion by 2026. This report presents our US OTT video advertising forecast for 2022 to 2027.

Want to read the full report?

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.