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 concerns you the most about the continued growth and evolution of the video streaming ecosystem (incl. TV / CTV / Online Video / Social Video)?"
Citation formats
Top marketer concerns around video streaming growth in the U.S. 2024
According to a survey carried out among advertising buyers in the United States between November and December 2024, ** percent of respondents stated more cross-platform measurement standards were a concern they had surrounding the growth of the video streaming ecosystem. This was followed by ** percent of respondents mentioning the ecosystem's complexity.Â
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IAB (U.S.). (January 16, 2025). Leading concerns around the growth of video streaming among marketers in the United States as of December 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 21, 2026, from /statistics/1553122/top-marketer-concerns-video-streaming-growth-us/
IAB (U.S.). "Leading concerns around the growth of video streaming among marketers in the United States as of December 2024." Chart. January 16, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 21, 2026. /statistics/1553122/top-marketer-concerns-video-streaming-growth-us/
IAB (U.S.). (2025). Leading concerns around the growth of video streaming among marketers in the United States as of December 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 21, 2026. /statistics/1553122/top-marketer-concerns-video-streaming-growth-us/
IAB (U.S.). "Leading Concerns around The Growth of Video Streaming among Marketers in The United States as of December 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 16 Jan 2025, /statistics/1553122/top-marketer-concerns-video-streaming-growth-us/
IAB (U.S.), Leading concerns around the growth of video streaming among marketers in the United States as of December 2024 ÌÇÐÄÆƽâ°æ, /statistics/1553122/top-marketer-concerns-video-streaming-growth-us/ (last visited July 21, 2026)
Leading concerns around the growth of video streaming among marketers in the United States as of December 2024 [Graph], IAB (U.S.), January 16, 2025. [Online]. Available: /statistics/1553122/top-marketer-concerns-video-streaming-growth-us/
