The shift is clear—viewers have moved to CTV | Streaming faster than advertisers and marketers have adjusted their budgets. This isn’t uncommon; historical trends show that ad spending often lags behind audience behavior. But the question remains: Are budgets moving fast enough?
Last week, I shared that 58% of U.S. media professionals plan to increase their CTV | Streaming investment, while 32% intend to cut broadcast budgets https://bit.ly/4c2SH4m This is a step in the right direction, but I believe the transition will happen even faster than many expect.
E-Marketer remains one of my most trusted sources, but I think they’ve underestimated the pace of this shift. Newton’s First Law applies here—once inertia is broken, acceleration follows. Based on what I’m seeing with my clients, the move from Traditional TV and Cable to Streaming is happening rapidly.
For reference, I’m using Nielsen’s Gauge data in this example. While I’ve never been its biggest fan, this particular data point aligns with what I’m seeing across multiple sources.
So, where do you stand? Are budgets shifting quickly enough to match the reality of audience behavior? Lets talk about local #CTV & #Streaming
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