As part of the ongoing rise of OTT and CTV, Pluto TV will sharply grow 45% in advertising revenues to $1.14 billion in 2022 -- up from $790 million this year, according to eMarketer.
For the ViacomCBS free ad-supported video service, this also includes all digital ads -- on desktop, laptops, mobile, tablets and other internet-connected devices.
Another estimate from the Interactive Advertising Bureau (IAB) says 60% of this year’s rise in advertising for all OTT and CTV platforms will come from linear TV budgets.
In addition, 37% of OTT and CTV spend will come from digital display. The next shift expected is budgets from digital out-of-home, print and traditional OOH -- each at 11%.
Of all ad spending, media and marketing executives anticipate that OTT streaming services will see the biggest increase in ad spending -- at 42%, according to an Advertiser Perceptions survey.
After OTT comes virtual multichannel program distributors (vMVPDs), which respondents estimate will see a 36% hike, while data-driven linear TV will be at 28%.
Although money is projected to move from linear TV to OTT and CTV this year, estimates are that linear TV is expected to see a 26% hike in budgets this year.
Also projected to move up are addressable linear TV, at 25%; programming linear TV, 22%; demand-side platforms for OTT; 20%, and set-top box video-on-demand, 17%.