Streaming TV ad spend will rise to $19 billion next year, a Wells Fargo analyst said, compared to 4.3 billion in 2019.
Discovery have already been hit by scatter market declines.
Next year will see a huge shift in ad spend from traditional TV to streaming, according to a Wall Street analyst.
Steven Cahall, a managing director and senior analyst at Wells Fargo, said at the ad industry conference Programmatic I/O that streaming TV ad spend will be $19 billion by 2023 and will make up over 20% of total TV spend, compared to 6% in 2019.
Instead, over the next two years, Cahall said, the surging growth of streaming TV advertising is going to "cannibalize real dollars out of linear television."