蘑菇AV

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women鈥檚 sports and betting apps provides marketers with opportunities to reach new audiences.

That will still only account for 10.5% of total US retail media sales, but it鈥檚 a significant increase from 6.6% in 2024.

Click here to view our full forecast for US creator economy revenues. Predictions. Audio services will battle for podcast creators. In 2025, US podcast listeners will spend 1 minute more per day on podcasts than US TikTok users will spend on TikTok, per our forecasts. The talent agency landscape will shift to accommodate creators.

Samsung TV Plus is forecast to grow steadily in the US, reaching 25.9 million viewers by 2029, but its share of the population is expected to plateau at just 7.5%. Outside the US, Samsung TV Plus continues to expand with programmatic support from Magnite in markets like Singapore, the Philippines, and Thailand. Our take: Addressability is the new battleground鈥攁nd Samsung wants in.

Tariffs are destabilizing Hollywood鈥檚 growth: Rising costs and shrinking ad budgets threaten content, licensing, and consumer engagement.

OTT video is popular whether it鈥檚 free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.

Viewer preferences are also shifting: 58% of US video viewers say ads in creator content feel more contextually relevant, and creator content is more likely than studio content to be seen as engaging, personal, and exclusive.

US eCPMs for digital video, display, and audio formats fell in Q2 2024鈥攖he average decrease was slight on a QoQ basis but more pronounced on a YoY basis.

While HBO hasn鈥檛 integrated these partnerships into the show itself, they could be a preview into how retail and Connected TV (CTV) will continue their convergence. 62.7% of US consumers discover new brands or products from TV, and well over a third (38.7%) searched online to consider buying something that they saw on TV, per a September 2024 蘑菇AV survey conducted with Shopsense AI.

Similarly, more US consumers are cutting the cord and switching to streaming services and connected TVs as their primary video channels. These changes will contribute to a continued decrease in CPMs this year. The one exception: Sports stand apart as the major category where prices are expected to increase.