Forecast Report

2022 OTT Video Advertising Forecast, US

Streaming Platforms Turn To Advertising To Combat Slowing Subscriber Growth

September 14th, 2022
Cindy Liu, Forecast Analyst
Cindy Liu Forecast Analyst
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.

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