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OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

As one of the hottest areas of digital advertising, CTV ad spending’s streak of annual double-digit increases could end thanks to tariffs.

CTV ad spending has seen double-digit growth in recent years, but tariffs and economic uncertainty could lead to a flat 2025.

Advertisers battle economic difficulties as they head into upfront negotiations.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.

The traditional TV bundle will further decay as more live sports embrace streaming.

The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

Advertisers and tech vendors look to capitalize on CTV’s growing importance in digital advertising.

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.

Netflix is building an ad business to diversify its revenue streams.

Here are five charts that reveal the scale and outlook for CTV from the perspective of its access points.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.

TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

Netflix and YouTube are siphoning subscription revenues from pay TV’s losses. By the end of 2025, more than half of US video subscription revenues will go to streaming services.

Digital pay TV services are slowing cord-cutting. But the rate at which they replace traditional TV defectors is decelerating.

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.

TV ad spending is declining faster than we expected, but CTV is making up the shortfall, resulting in overall market growth.

Dramatic shifts are in the works for 2024, as genAI, changing media norms, and innovative commerce redefine the business landscape. Our top nine trends explore what’s in store.

Among major streaming services, Netflix’s time spent share exceeds ad revenues the most, indicating it has the most room to expand.

Netflix’s advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

Streaming makes ad spending gains, Netflix experiences growing pains, and advertisers encounter a soft upfront market.

Our first-ever mobile video flash survey explores the latest consumer trends in Latin America’s rapidly evolving digital video landscape, and what they mean for the region’s biggest media companies this year.

Latin America’s digital video audience will be the second largest in the world this year. As greater adoption of paid and ad-supported streaming services takes hold, the region will remain a key market for new user growth on the international stage. Here are our latest forecasts.