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The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.鈥�

LiveRamp CEO's growth strategy: Neutral positioning and network effects fuel commerce media and CTV expansion as ad budgets rebound.

tvScientific raises $25.5 million in a series B: The CTV ad tech firm has attracted major brand and measurement partners as the sector continues to grow.

With party games, GTA, and AI-powered development, Netflix is diversifying. But inconsistent strategy and low TV gaming interest could make this a tough sell.

Precision audience targeting is the top CTV/Over-the-top (OTT) advertising benefit for advertisers (39%), according to an April 2024 Advertiser Perceptions and Premion study. Meanwhile, streamers will continue to claim a significant stake in live sports.

Thirty-nine percent of CTV/OTT advertisers cited transparency on where ads were running as one of their biggest challenges in CTV/OTT marketing, according to an April 2024 Advertiser Perceptions and Premion study. As more brands move their ad dollars over to CTV, our analyst Ross Benes calls overexposure 鈥渢he biggest bugaboo in streaming.鈥�. Finding your audience and keeping it.

Retail media networks (RMNs) are expanding beyond retailers' websites and apps, pushing into connected TV (CTV) and in-store displays. As the industry matures, experts predict 2025 will be marked by significant growth in these off-site channels, with new technologies and partnerships reshaping how brands reach consumers throughout their shopping journey.

On today's podcast episode, we discuss what the verdict is on Netflix's sports streaming experimentation and how small and mid-sized advertisers are spending more on CTV ads. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes and Vice President Paul Verna. Listen everywhere and watch on YouTube and Spotify.

In 2025, digital advertising will be shaped by connected (CTV) consolidation, stricter data privacy measures, and AI-driven marketing. CTV growth may spark mergers, while privacy regulations push brands to rely on first-party data. AI will continue to enhance campaign performance and creativity, transforming how marketers engage audiences.

Don鈥檛 count Roku out: The CTV provider hit 90 million US households, cementing its leadership even as the sector undergoes major consolidation.

As connected TV takes center stage in advertising, brands are turning to creative strategies that capture attention and maintain audience engagement. Strong branding and frequent updates to campaigns are key to staying ahead in the competitive streaming space.

Zooming out: As over-the-top (OTT) video subscribers steadily grow and linear TV shrinks, broadcasters are relying on major streamers鈥� enormous reach鈥擭etflix had over 300 million global subscribers as of Q4 2024鈥攖o grow viewership, opening a bevy of possibilities for streamers.

Catch up on how FAST services are shaking up TV advertising.

OTT digital video services are now popular everywhere, although fee-based sub OTT is not yet mainstream in every country. The outlook is positive for both free and paid OTT around the world, but growth will slow significantly.

Among digital activities, subscription OTT (sub OTT), social networks, and digital audio take up the most time. Sub OTT and free ad-supported streaming TV (FAST) are among the few activities still seeing meaningful annual growth in time spent. Most others will be stagnant or even decline. For active users of specific formats, traditional TV (4:01) remains the most popular, followed by sub OTT (2:43).

Virtual product placement surges: Rembrand鈥檚 $23M funding fuels growth in AI-driven ad tools, regional targeting, and post-production flexibility.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.