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New York Times expands ad targeting: The Athletic and other lifestyle properties enable brands to reach engaged audiences, reducing focus on hard news topics.

Global cinema thrives: Record openings, strong international performance, and theatrical-streaming hybrids signal a box office comeback.

Although traditional radio advertising remains a $10.5 billion business in the US, it鈥檚 slowly shrinking. Digital audio advertising, by contrast, will grow 6.8% in 2024 to reach $7.12 billion.

New York Times demonstrates steady growth in Q3: Digital subscriptions and content verticals drive revenue as leadership outlines long-term subscriber strategy.

30-second TV ad spot costs are falling: Football remains the costliest ad inventory, but viewer pivots to digital are bringing down costs.

Alongside this shift, many young adults are losing faith in institutions and traditional media. This trend is troublesome for healthcare stakeholders, but it also presents an opportunity.

Social and traditional media are forecast to suffer the biggest pullbacks, though channels like digital display, gaming, and podcasts may also see slowdowns. Q2 and Q3 are expected to be the most volatile periods, as economic indicators shift and tariffs take effect.

For years, digital media consumption grew faster than traditional media declined, creating a net increase in overall media time. That dynamic has fundamentally changed. US consumers are now reallocating their media time in a zero-sum fashion, with approximately 10 minutes of traditional media time (TV, radio, print) shifting to digital platforms.

Social media (41%) and traditional media (43%) are expected to take the largest spending cuts, while linear TV, gaming (24%), digital display (20%), and podcasts (16%) will also see declines. When will it happen? The biggest spending pullbacks are likely to occur in Q2 (34%) and Q3 (37%), as advertisers react to mid-year economic shifts. Tariffs are accelerating ad budget cuts.

It excludes time with traditional media (TV, radio, and print), which accounts for an additional 4-plus hours, as shown in the previous section. Click here to view our various forecasts for US time spent with digital media, by activity. Sub OTT leads a very crowded digital field, and it鈥檚 still gaining share thanks to healthy growth.

Brands that want to continue investing in traditional media can look to options like free ad-supported streaming services (FAST) to meet customers dissatisfied with paid streaming.

Traditional media formats in Canada are losing audience in general鈥攎ore quickly than in the US. TV viewership, radio listenership, and magazine readership were all higher in the US. Only newspaper readership was higher in Canada: 38.0% versus 36.2% in the US. Traditional media adoption is where an age divide is particularly noticeable.

Traditional media formats like TV and print are likely to suffer further as marketers pull back on long-term commitments, which will undoubtedly impact Upfront negotiations. The situation introduces additional volatility just as advertisers are heading into seasonal planning periods for back-to-school, holiday, and Q4 campaigns, which could drive more cautious investment.

There are also minor differences between the data for respondents 65 and older and the data for respondents ages 16 to 64 that鈥檚 featured in our report: The 65 and older cohort tends to use traditional media more and digital devices/media less, for example. Japan.

Our take: NBCU鈥檚 strategy differentiates it from both pure streaming players and traditional media networks that haven鈥檛 successfully developed integrated approaches. NBCU鈥檚 integrated media approach will help strategically guide viewers between traditional TV and Peacock, reducing dependence on traditional TV alone for generating ad revenues.

New measurement frameworks that better communicate ROI and concrete examples of its AI benefits will appeal to clients focused on business outcomes over traditional media metrics. WPP鈥檚 recent acquisition of InfoSum will contribute to bolstering its AI appeal, ideally giving the company a much-needed boost in upcoming quarters.

The firm anticipates that ad revenues for traditional media owners, excluding cyclical ads, will decrease 1% from 2024 to $103 billion in 2025, including a 3.7% decline in local TV and a 5.9% decrease in linear鈥攂ut offset by a 14.3% gain in streaming, reaching $12.4 billion.

Out-of-home (OOH) advertising is offering more opportunities for advertisers to take advantage of context, measurement, and experiential innovations to drive conversions. 鈥淭ry it more. Use it not just for that one stunt,鈥� said Anna Bager, president and CEO at the Out of Home Advertising Association of America (OAAA). Instead of focusing on one tentpole stunt, marketers should be using multiple OOH formats to supplement digital campaigns, Bager said.

The number of FTE creators has grown 5 times as fast as the traditional media sector annually since 2020. Yes, but: Burnout, unpredictable income, and increasing competition are simultaneously prompting many creators to seek more traditional jobs. (We predicted this in our Creator Economy Trends to Watch 2025 report).