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The news: Instagram and TikTok are working on plans to develop connected TV (CTV) apps to mimic the success of YouTube鈥檚 big-screen push, per The Information. Our take: Advertisers may be hesitant to spend on placements before user adoption is proven. TikTok and Meta should prepare for initial losses and, to ensure a robust content pipeline for TV, introduce new simple editing tools or financial incentives to help creators optimize vertical posts for the horizontal big screen.

The news: As the 2025 economy tightens under the pressure of tariffs, AI disruption, and shifting global trade policy, brands are embracing adaptability. Retail growth forecasts have been slashed, inflation-wary consumers are scaling back, and even luxury sentiment is weakening. Our take: Resilient brands are leaning into agile planning, reallocating media spend to ROI-focused channels like search and digital out-of-home, and anchoring value in trust and quality鈥攏ot just price. As emotional volatility shapes consumer decisions, marketers who show relevance and reassurance will lead. The brands that win won鈥檛 wait for stability鈥攖hey鈥檒l build strategies that succeed amid constant change.

The news: Linear ad impressions declined 4.25% YoY in Q1, falling from about 92% of impressions in early 2023 to around 86% in March 2025, per iSpot鈥檚 Q1 TV Ad Transparency Report. But despite the decline, linear ad spend grew 4% in Q1, reaching $12.34 billion鈥攊ndicating that while audience preferences are shifting, advertiser interest in linear remains steady. Our take: The most effective ad strategies will strike a balance between sustaining investment in linear to capitalize on its scale and reliability, and steadily increasing investment in streaming to align with evolving viewer behavior and future-proof campaign performance.

Though growth rates are slowing, the company's US podcast ad revenues are expected to rise from $204.6 million in 2023 to $426.5 million in 2027. Spotify and YouTube are racing to dominate video podcasting, each rolling out new tools to attract users and advertisers. Netflix is moving into video podcasts to rival YouTube, offering long-form creators more exposure and income potential.

YouTube dominates US streaming viewership and is expected to cross 250 million viewers next year, per our forecast. The platform commands 67% more US viewing time than Netflix.

The rest of the year is top-of-mind for leaders in marketing and retail, which they expect to be challenging but riddled with opportunities to stand out from competition.

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Smaller markets played a role in lower viewership, with Oklahoma City and Indianapolis ranking 47th and 25th among US TV markets. But market size isn鈥檛 the whole story鈥攜oung viewers favor highlight-driven, mobile formats over live TV. Altman Solon found 18鈥�24-year-olds watch 2.7 hours of sports highlights weekly, more than viewers 35 and older who prefer full broadcasts (see chart).

At Cannes Lions 2025, commerce media partnerships once again reigned supreme. Once the domain of digital shelf tactics and retail data, commerce media is now reshaping how brands show up across social platforms, connected TV (CTV), and in-store displays. This year鈥檚 festival offered a glimpse into a more integrated, AI-driven future鈥攐ne where conversational ads, programmatic pipes, and real-world touchpoints blur the lines between media and purchase.

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US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.

US ad revenues for Netflix are projected to reach $2.15 billion in 2025, per our forecast. That鈥檚 up nearly 56% from 2024, and will climb to $3.12 billion by 2027. Revenue per ad-supported viewer plunged 60% in 2024 to $34.41 as Netflix expanded its user base鈥攂ut is expected to rebound to $52.80 by 2027.

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The news: YouTube Shorts now average 200 billion daily views, a 186% increase from 70 billion in 2024. The platform also sees 1 billion daily TV watch hours, leading Nielsen鈥檚 streaming rankings with 12.5% of total TV viewership, surpassing Netflix, Disney+, and Prime Video. Our take: As audiences increasingly favor quick, viral videos, marketers have the opportunity to explore partnering with rising creators and scaling campaigns across mobile and CTV to maximize reach and impact.

The news: Advertisers are prioritizing interactive video ads to capture users and boost engagement as social media and YouTube consume ad spend. 52% of US brands and agencies expect to use interactive features in at least 26% of their ads this year, per Digiday and PadSquad鈥檚 2025 State of the Industry survey.

The news: The Trade Desk has partnered with Rembrand to bring AI-generated in-content product placements to its Kokai platform. Advertisers can now programmatically insert branded elements like packaging or signage into videos across the open internet and connected TV. Rembrand claims these placements increase unaided awareness by 1.5x and boost brand recall by up to 31%. TTD also added three AI creative partners: Nova, Spaceback, and Bunny Studio. Our take: This marks a shift toward immersive, scalable ad formats that don鈥檛 disrupt the viewer experience. The move strengthens TTD鈥檚 AI credentials while giving brands new ways to be seen鈥攚ithout being skipped.

Ultimately, the goal is to get users familiar with the idea of purchasing products from their TVs: 鈥淵ou can imagine a world where you are sitting down with your family to watch a movie on your Vizio TV, and we鈥檙e able to then allow you to buy pizza,鈥� Seth Dallaire, chief growth officer of Walmart US, said in an interview at Cannes Lions.

The news: Streaming watch time outpaced cable and broadcast combined for the first time ever. Streaming accounted for 44.8% of TV viewing in May, per Nielsen, compared with broadcast鈥檚 20.1% and cable鈥檚 24.1%.Our take: With TV viewership increasingly fragmented, advertisers that abandon cable and broadband entirely could leave many consumers behind. Brands should use a hybrid placement model that makes selective investments in linear TV while using streaming to reach younger cord-cutters, helping to retain flexibility as user habits fluctuate.

Some 35% of US and UK content and creative professionals want to enhance platform performance tracking and reporting to enhance their content ROI, per an October 2024 survey from Canto in partnership with Ascend2.

Despite these efforts, livestream shopping hasn鈥檛 become big business in the US like it has in China. But the popularity of TikTok Shop, which is integrated with TikTok Live, has kept growth in consumer adoption of livestream shopping in the double digits. We expect that US livestream buyers will surpass 60 million by 2028.