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• [New] The number of OTT TV and video subscriptions is set to rise to 2 billion globally by 2025, or 65% more than last year.
• [New] Nielsen expect its latest move in addressable TV will represent the biggest change to measurement and to the TV currency in at least the last decade.
• [New] Ads watched on YouTube and YouTube TV on connected TV devices will be added to Nielsen's Digital Ad Ratings and Nielsen's Total Ad ratings beginning in 2021.
• [New] Apple plans to introduce bonus augmented reality content to its Apple TV + streaming service next year.
• Price hikes for streaming TV has become a new holiday tradition, as Netflix, Disney + and Hulu have increased their subscription prices ahead of 2021.
• Price hikes for streaming TV has become a new holiday tradition, as Netflix, and Disney + have increased their subscription prices ahead of 2021.
• Paid search, the second biggest category after linear TV globally (22% of all ad spend), will decline 1.9%, growing 7% in 2021.
• LG has really pushed to expand its selection of Smart TVs and we predict that the AI-enhanced TVs, with Google Assistant built in, will feature in 2020's sales.
• Local US TV will remain the primary avenue for political campaigns with $3.3 billion of incremental ad revenues, i.e. two thirds of total political ad dollars in 2020.
• US TV advertising is expected to fall 15.0% in 2020 to $60.00 billion, because of widespread reductions in live sports programming and general tightening of ad budgets.
• As previously announced, Nielsen is future-proofing its digital measurement, evolving its National TV currency to include addressable measurement and expanding connected TV coverage to include additional smart TV manufacturers and digital video platforms in 2021.
• Sales of 8K TVs are likely to reach $5 billion in 2021, with equipment and services for producing 8K content generating hundreds of millions of dollars more.
• In 2020 alone, Xiaomi, Vizio and Sharp will start to release OLED TVs, elevating the number of TV companies producing OLED TVs to 19.
• Astro Malaysia is expected to lead the pay TV service market over 2019-2024, supported by its strong foothold in the DTH segment.
• Even the US will be the only market where video entertainment adspend is likely to diminish after 2020, as increasing online earnings do not pay for its ongoing declines in television advertisements and pay-tv subscriptions, reducing available advertisement budgets.
• The market for addressable TV advertising in Germany is expected to grow to more than €500 million by 2025.
• Social media advertising will account for 13% of total global ad spend and rank as the third-largest advertising channel, behind TV and paid search.
• As rising online revenues fail to compensate for the ongoing declines in TV advertising and pay-TV subscriptions, the US is the only market where video entertainment adspend is expected to continue to decline after 2020, reducing available ad budgets.
• The U.S. is one of the only markets where Zenith estimates the video entertainment ad spending will decline after 2020, saying that rising online revenues will not be able to compensate for the ongoing traditional TV's shrinking revenues, which will result in reduced ad spending budgets.
• The US is the only market where video entertainment adspend is expected to continue to decline after 2020, as rising online revenues fail to compensate for the ongoing declines in TV advertising and pay-TV subscriptions, reducing available ad budgets.

Last updated: 10 January 2021