Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Q4 2021 Digital Video Trends

Connected TV Keeps Surging

About This Report
Connected TV and programmatic video ad spending continues to exceed expectations in the US.
Table of Contents

Executive Summary

This is the latest installment in an ongoing series of quarterly video overviews focusing on monetization, audience, and content. On the radar for Q4: updated US forecasts for connected TV (CTV) and programmatic ad spending.

How much will advertisers spend on connected TV?

In October, we raised our 2022 US CTV ad spending forecast from $17.44 billion to $19.10 billion.

What share of programmatic ad spending goes toward video?

Video will account for more than half of all US programmatic display ad spending in 2022.

Do people go back to the streaming services they cancel?

Nearly half of millennials and 34% of Gen Zers in the US reported renewing a streaming video subscription within a year of canceling it, per August 2021 polling by Deloitte.

How will Netflix divide its content spending between originals and licensed shows?

Netflix will raise the share of content budget spent on originals from 37.8% in 2020 to 46.5% in 2025, according to S&P Global Market Intelligence’s research group Kagan.

WHAT’S IN THIS REPORT? This report covers key events in the digital video industry based on data, trends, and business activity in Q4 2021. It includes updated forecasts for connected TV and programmatic video ad spending.

KEY STAT: CTV will account for nearly 1 in 10 US programmatic display ad dollars in 2021.


Ross Benes


Chuck Rawlings
Senior Researcher
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client