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Additionally, 51% of viewers have taken some sort of action after seeing a pause ad, according to the Video Advertising Bureau. As the CTV space continues to grow, pause ads are likely to play an increasingly important role in the marketing. Expanding pause events.

Many brands use genAI to create video and visual content for campaign planning or educational and physician videos. Ad agencies use genAI visuals to create pharma ad campaign mock-ups, saving time and human resources. GenAI 鈥渉uman鈥� avatars can interact directly with consumers, similar to text chatbots.

Our take: Nielsen鈥檚 Big Data + Panel accreditation and sunsetting of its panel-only measurement is symbolic of the new chapter in video advertising. While the company still argues that its panel measurement continues to have a place in the evolving world of digital video and TV consumption, its big data integration shows it recognizes that advertisers will leave outdated solutions behind.

Video ads fared slightly better; banner ads fared slightly worse. There are major generational differences in perceptions of influence. That reflects the fact that baby boomers and Gen Xers are more suspicious of advertising than their younger counterparts.

Key Question: How much money will advertisers spend on upfront linear TV and digital video ads? Key Stat: US upfront linear TV ad spending will fall again this year to $17.53 billion, and it will decline further in 2025, per our forecast. Executive Summary. Upfront linear TV ad spend will decline again this year.

Other platforms like LinkedIn are also making bets on vertical video to boost engagement and tap into the demand for video ad space. The uncertainty around TikTok鈥檚 ban also opens opportunities for competitors to pounce on its market. However, X鈥檚 user growth is moving in the wrong direction, set to decline 3.8% in the US this year to 51.8 million users.

The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour鈥攗p from 2 to 3.5鈥攑lacing it alongside Hulu and Paramount+ in volume. This aligns with Amazon鈥檚 effort to scale its connected TV inventory and offers buyers greater reach. Our take: The added ad time could shift Prime Video鈥檚 role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.

The news: Spotify鈥檚 Partner Program has opened new monetization paths for video podcasters, enabling MP4 uploads and revenue through ads and subscriptions. Creators like Ryth report earning over $55,000 per month, surpassing YouTube earnings. However, the model doesn鈥檛 support dynamic ads for premium subscribers, prompting networks to hold back. Why it matters: Nearly half of all digital media time is spent on video, and Spotify is betting big on that trend鈥攅specially among Gen Z, who increasingly prefer video-first podcast formats. Our take: Spotify鈥檚 approach may alienate ad-heavy networks for now, but video鈥檚 growth and creator enthusiasm suggest its long-term strategy is sound.

The news: At Cannes Lions 2025, Netflix announced it has added Yahoo鈥檚 DSP to its growing list of programmatic partners, joining Google, The Trade Desk, and Microsoft. The expansion boosts flexibility for advertisers targeting Netflix鈥檚 94 million monthly ad-tier users across 12 countries, with new capabilities for first-party data and interest-based buying. Our take: With its Ads Suite now live globally, Netflix is done crawling鈥攊t鈥檚 competing directly with YouTube and social platforms for CTV budgets. As its per-user ad revenues rebound and its content ecosystem broadens, Netflix is evolving into a full-funnel marketing platform poised to reshape premium video monetization.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

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

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