广告资金将流入连接电视市场 -- 市场快讯

投资观察2025-12-17

1350 ET - 摩根士丹利的分析师表示，流媒体和连接电视将驱动2026年广告支出的强劲增长，预计美国广告支出明年将增长10%至11%。广告的货币化趋势与用户参与度紧密相关，目前流媒体占总电视观看时间的45%，因此广告支出有望向连接电视转移。分析师表示：“随着明年更多体育内容和政治广告进入连接电视，我们预计美国连接电视广告收入增长将强劲加速。”这一趋势将为Roku提供强有力的市场支持，其庞大的用户基础、日益深化的流媒体合作关系以及新的货币化机会将助力其在2026年加速增长。分析师将Roku的评级上调至增持。(nicholas.miller@wsj.com)

(完) 道琼斯新闻电讯

2025年12月16日 13:50 ET (18:50 GMT)

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