among buy-side ad investment decision-makers, primarily at agencies and brands
Method of interview
Email survey
Supplementary notes
Responses below 20 percent not shown at source.Â
Survey question: "What excites you most about the continued growth and evolution of the video streaming ecosystem (incl. TV / CTV / Online Video / Social Video)?"
Citation formats
Top areas of excitement video streaming advertising in the U.S. 2024
According to a survey carried out among advertising buyers in the United States between November and December 2024, 46 percent of respondents stated they were excited about the improved targeting and personalization offered by the video streaming ecosystem. This was followed by 44 percent of respondents citing better cross-platform measurement.Â
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
IAB (U.S.). (January 16, 2025). Leading areas of excitement around the growth of video streaming advertising among marketers in the United States as of December 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/1552915/top-areas-of-excitement-video-streaming-advertising-us/
IAB (U.S.). "Leading areas of excitement around the growth of video streaming advertising among marketers in the United States as of December 2024." Chart. January 16, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/1552915/top-areas-of-excitement-video-streaming-advertising-us/
IAB (U.S.). (2025). Leading areas of excitement around the growth of video streaming advertising among marketers in the United States as of December 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/1552915/top-areas-of-excitement-video-streaming-advertising-us/
IAB (U.S.). "Leading Areas of Excitement around The Growth of Video Streaming Advertising among Marketers in The United States as of December 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 16 Jan 2025, /statistics/1552915/top-areas-of-excitement-video-streaming-advertising-us/
IAB (U.S.), Leading areas of excitement around the growth of video streaming advertising among marketers in the United States as of December 2024 ÌÇÐÄÆƽâ°æ, /statistics/1552915/top-areas-of-excitement-video-streaming-advertising-us/ (last visited July 31, 2026)
Leading areas of excitement around the growth of video streaming advertising among marketers in the United States as of December 2024 [Graph], IAB (U.S.), January 16, 2025. [Online]. Available: /statistics/1552915/top-areas-of-excitement-video-streaming-advertising-us/
