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Netflix’s enhancements to its ad-supported tier has helped it amass 5 million monthly active users worldwide, though its password crackdown could slow momentum. Meanwhile, Max, the combined streaming service of HBO Max and Discovery+, debuted to “early positive feedback,” and Paramount+ hopes partnering with Showtime will prevent it from losing subscribers.

Ad-supported video-on-demand (AVOD) services will gain more than triple the US viewers that subscription OTT video will this year, per our forecast. AVOD will add 13.3 million viewers, including 4.3 million from free premium platforms, for a total of 157.1 million. Meanwhile, subscription OTT services will gain 4.3 million viewers to reach 222.2 million.

YouTube is positioned to be an advertising powerhouse. It’s one of the original digital video players, courting advertisers at a time when connected TV advertising is climbing. The platform’s Google ties offer it a more trustworthy reputation in the US than TikTok. And use is already extremely high. But YouTube’s high standing also makes growth difficult. Here are five charts summarizing YouTube’s position and potential.

A quarter of US adults recently cut their spending on video streaming subscriptions due to inflation, per a Morning Consult survey. Slightly less cut back on music streaming subscriptions (24%) and cable or satellite TV (23%). Across all entertainment categories studied, more adults either didn’t pull back or didn’t pay for the product or service in the first place.

On today's episode, we discuss whether the most watched program in the US (the NFL) has a looming viewership problem, Disney+ and Hulu joining forces, whether the free returns party is over, ride-hailing apps giving mixed messages, YouTube viewership on TV screens, the best-selling video games in history, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Paul Verna.

A Disney purchase of Hulu would upend the streaming industry: Comcast CEO Brian Roberts said it’s willing to sell its stake to Disney, ending a stalemate.

Disney adapts to industry challenges: House of Mouse emphasizes ESPN's sports offerings and nonscripted content at upfronts.

NBCUniversal highlights Peacock at upfront: Media titan reflects the industry's digital tilt amidst picketing and leadership changes

Price hikes helped Disney offset subscriber losses: Disney remained relatively still in its earnings report, but the year ahead will have major shifts.

TikTok promotes learning and automation at product summit: Simplicity is a big buzzword for TikTok this year, with automation at the heart of simplifying the ad creative process.

OTT video subscription revenues will hit $50.56 billion this year, an increase of 12.5% YoY, according to our forecast. Revenues will climb to $64.12 billion by the end of 2026.

YouTube is no longer separate from the streaming wars: Almost half of its viewership is on TVs, and advertisers are spending heavily on the platform.

Time spent is decreasing across cable and broadcast TV but increasing in streaming. In Q4 2022, streaming boosted overall time spent with TV among US adults, reversing the decline in TV viewing over the past few years, according to Nielsen.

Shorts wants to take ad dollars from TikTok: YouTube uses the NewFronts to tout their short-form video format.

UK regulators block Microsoft’s attempt to consolidate a gaming behemoth, sending Activision Blizzard stock spiraling. Microsoft faces a tough antitrust fight.

Roku stands its ground in Q1 as revenues edge up 1%: Roku has the third-largest share of CTV spending, showing how tight the market is.

Netflix gets a boost from Latin America in Q1: The region is a vital market for new users and incremental revenue growth, despite the controversial clampdown on password sharing.

Netflix Q1 shows growth is becoming harder to achieve: Paid sharing will prove dividends—as will strength in global markets.

We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year—in other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.

Citing security concerns, the bill now goes to Gov. Greg Gianforte, who banned TikTok on state-owned devices. TikTok is pushing back, but other states could accelerate all-out bans.