Although new streaming advertising-supported options and services are growing, the total time spent watching TV in May via advertising-related networks/platforms -- on all linear TV, streaming and digital services  -- remains weak, according to estimates from veteran ad-research executive Brian Wieser on his substack column Madison and Wall.

He estimates that 13.2% of all TV/video viewing -- gross ratings points (GRPs) -- came from total ad-related networks and streaming viewing, slightly down from 13.3% a year ago.

“This figure has stabilized and perhaps won’t decline much more,” writes Wieser. Still, he notes that as a comparison to three years ago, it’s more dramatic: In May 2021, it was a 14.6% share. 

Over that period -- for an extended number of years before -- there has been sharp declines in linear TV viewing overall, roughly in mid-teens percentages per year.

At the same time, looking more narrowly at just streaming ad-supported TV viewing share, Wieser says that viewing time is rising. It is now 9.8% of overall gross ratings points -- up from 7.7% in May 2023 -- and will grow to low double-digit percentage share soon, he says.

But an overall gap remains on ad-supported streaming -- between the viewing time and advertising spend. 

As a reference point, he estimated that 27% of all TV-video ad spending went into digital/streaming platforms, projected to grow to 30% by the end of this year.

Industry estimates are that total connected TV ad revenue spending this year will be around $21 billion to $23 billion.

Traditional linear TV ad spend is projected to be $60.6 billion, according to eMarketer.