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The creator economy, plus CTV and commerce media more recently, have made affiliate marketing more visible among marketers.

Advertisers and tech vendors look to capitalize on CTV鈥檚 growing importance in digital advertising.

A third of CTV/OTT advertisers say inconsistent measurement standards is their biggest challenge, while 32% say the same about disparate reporting across multiple buys, per Advertiser Perceptions鈥� survey. A single CTV service can have up to 114 different supply paths, according to Benes.

Marketers can use this to recognize high growth areas of investment strategies and acknowledge the uncertainty shown in TikTok investments as a potential nudge to diversify their social ad spend.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Click here to view our full forecasts for US time spent per day with sub OTT video and US sub OTT ad revenues. Marketers can access sub OTT audiences more easily now, but the gap between ad spending and time spent continues to widen.

Digital ad spend tops $300 billion in 2024: Video dominates growth, driving display advertising's share and reshaping ad strategies through social and OTT.

Connected TV (CTV) is now an integral part of retail media. Media networks can offer rich third-party data, while CTV platforms have advanced targeting capabilities and an engaged audience. But just how big is the opportunity?

In particular, the surge of sub OTT subscribers, connected TV users, and short-form video viewers in recent years has coincided with the erosion of traditional TV consumption. Digital media time surges in India. In 2025, time spent with digital media in India is expected to increase the fastest among the countries we forecast.

US Time Spent With Sub OTT Streaming 2025 (蘑菇AV subscription required). Gen Z Technology and Media Preferences 2025 (蘑菇AV subscription required).

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.

[NEW_PARAGRAPH]Now sub-OTT streaming, the general category that Netflix is in, is one of the categories that is still doing well. I mentioned before that a lot of big categories are stagnant or declining. Streaming services, they're still going up, but Netflix not really. It went down by not much, like a percent and a half last year, lost a couple minute or two among users this year.

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).