The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription. Our take: Streaming’s future depends on reaching the next generation, but current models—especially ad-supported tiers—aren’t meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.
The news: Connected TV (CTV) commands higher attention metrics (AU) than online video (OLV) and display advertising thanks in part to its wide variety of interactive ad formats, per industry KPI data provided by Adelaide. Our take: CTV's growing attention metrics reflects its shift toward becoming a performance marketing channel
96.3% of Gen Zers are digital video viewers, compared to 80.5% of the overall US population, per our May 2025 forecast.
The news: Advertisers are prioritizing interactive video ads to capture users and boost engagement as social media and YouTube consume ad spend. 52% of advertisers expect to use interactive features in at least 26% of their ads this year, per Digiday and PadSquad’s 2025 State of the Industry survey. Only 7% neither use and nor plan to use interactive video features in their ads. Our take: In a saturated media market, getting and keeping consumers’ attention is a difficult endeavor. Integrating gamified features and personalized media elements can help ensure that marketing campaigns are seen and not just scrolled past.
Over 260 million people in the US—more than 77% of the population—will watch over-the-top (OTT) video this year, according to a March ĢAV forecast. Of these, nearly all will be watching YouTube.
Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.
Short-form “microdrama” content is surging in China. As the format gains popularity, streaming platforms are exploring new ways to monetize and export the phenomenon to overseas markets.
Most consumers divide their time across gaming, music, podcasts, and social, but streaming remains on top—even as mobile becomes the default for short- and long-form video.
On today’s podcast episode, we discuss how much the merger with xAI can move the needle for X, if the social platform can recoup the kinds of ad dollars it was making before Elon Musk bought them, and where X users have migrated to (if anywhere). Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Marisa Jones and Emmy Liederman. Listen everywhere and watch on YouTube and Spotify.
YouTube’s 2.50 billion monthly active users worldwide outnumber those on all other digital platforms, according to our 2024 forecasts and Spotify data.
CTV ads reach less than 20% of households: The findings indicate that advertisers need a more strategic approach to capitalize on CTV’s massive potential.
Podcast ad revenues surpassed $2 billion in 2024: As revenues maintain consistent growth, advertisers must tap in to meet audiences where they’re at.
YouTube’s Shorts push favors quick hits over deep engagement, leaving influencers to balance reach with revenue in an uncertain ad economy.
Reward-based video ads are increasingly effective at reaching younger consumers, particularly those who play games.
YouTube Shorts views get redefined: Starting March 31, every play counts as a view—but only “engaged views” will determine monetization and deeper insight.
European streaming platform DAZN will spend more on sports rights than any other service worldwide, per February 2025 data from Ampere Analysis.
TikTok videos over 60 seconds perform best, study finds: The shift requires advertisers to rethink their short-form video strategy to meet consumers where they are.
Major creators will hold event to vie for YouTube ad dollars: The Spotter Showcase will unveil crucial data and content slates to draw marketers away from traditional TV.
Meta’s new Stories payout model drops view minimums, aiming to reengage influencers and win back young users.
Everyone from big brands to independent marketers is expected to be comfortable with short-form video creation. But for those who have not worked as creators or have more experience with long-form video, it’s difficult to know where to start.