EMARKETER 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


Our goal at EMARKETER 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 EMARKETER 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 EMARKETER.
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

Sizing up Netflix's, YouTube's, and Amazon's streaming viewing and advertising

To understand how streaming viewing and advertising align, we analyzed various services’ ad revenues and time spent estimates. Our ad revenue figures come from Insider Intelligence forecasts. Time spent estimates come from Nielsen’s The Gauge. Among our findings:

Netflix’s time spent exceeds its ad revenues the most. Netflix accounts for more than one-fifth of total streaming time spent, but because it has so few viewers on its new ad plans, it will represent just 2.5% of US CTV ad revenues in 2023. This indicates that, due to its massive userbase, Netflix has the most potential to expand ad revenues.

YouTube leads in time spent and ad revenues. On a gross basis, it accounts for nearly one-fourth of total US CTV ad revenues and streaming time spent. YouTube is operated by the world’s largest ad seller, the vast majority of its viewers use the free ad-supported version, and the service features heavy ad loads, which contributes to heightened ad revenues.

Amazon will make a big splash in streaming advertising. In September, Amazon announced that Prime Video will have ads by default beginning in early 2024 in the US, UK, Germany, and Canada. The move could shake up the market. Amazon estimated that ads on Prime Video will reach more than 115 million US viewers per month, according to a pitch deck obtained by Insider.

Streaming services operate under various business models, so comparing them isn’t exactly apples to apples. A streaming service that underindexes on advertising may be doing so intentionally because it relies most on subscription fees to fund content production and it doesn’t want to increase churn by opening up the advertising firehose too widely. Meanwhile, other services are free and serve ads to all viewers. Notable issues affecting streaming usage and revenue comparisons include advertising loads, prices, and sign-up rates.

We break down these issues in our new reportUS CTV Time Spent vs. Ad Spending 2023.”