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The first game, 鈥淭he Six,鈥� turns passive ad breaks into bite-sized trivia experiences, and is now available to advertisers in the US and Canada. GameBreaks appears in the first ad slot of commercial breaks and allows for brand customization, from theming to question content.

In part due to this earnings season, we took our 2024 US search ad spending forecast from 11.1% to 14.5% growth as AI-integrated search rolled out faster than expected. Our 2024 US retail media forecast dropped from 26% to 20.4% due to total growth overexpectations from channel leaders.

Key stat: US digital live sports viewers now outnumber traditional pay TV live sports viewers, per our September 2024 forecast. 114.1 million people in the US will watch live sports via digital this year, compared to 82.0 million pay TV viewers. Streamers are consequently investing more in sports rights, which means even more people cutting the cord and watching via digital.

Despite content fatigue鈥�57% of US adults say the number of platforms is overwhelming and 38% say they have trouble figuring out what to watch鈥攙iewers gravitate toward high-quality programming that cuts through the clutter. With streaming saturation flattening global revenues, quality programming is emerging as a crucial lever for growth.

Younger consumers are increasingly turning to these services, and FAST options like the Roku Channel, Pluto TV, and Tubi account for a higher share of US TV use (4.3%) than Peacock, Max, and Paramount+ combined (3.7%), per a Nielsen Gauge report, indicating these channels are gaining value.

The number of companies that generate more than $1 billion in annual US CTV ad sales grew from two in 2020 to five in 2024

Dive deeper: Read our US Gamers by Generation 2025 report.

Marketers have renewed their focus on measurement in 2025 as they鈥檙e asked to do more with less. 47% of US brand and agency marketers say attribution/measurement is a leading investment priority in 2025, according to October 2024 data from InMarket. 64% of US ad buyers will focus more on cross-platform measurement this year, according to IAB鈥檚 data.

Instacart adds AI-powered tools for advertisers as ad growth slows: The new features make it easier for brands to create and optimize campaigns.

Read the rest of the report, US Time Spent With Sub OTT Streaming 2025.

Companies large and small will net hundreds of billions in US incremental ecommerce and digital ad dollars in the next two years. Who will be the big winners?

While Apple TV+ lost money, Services revenue hit $96.2 billion in 2024鈥攕howing Apple鈥檚 broader ecosystem is carrying the weight of its content ambitions.

Stop us if you鈥檝e heard this before: Streaming TV is really popular. Sounds obvious, right? Once a nascent technology dominated by Netflix and Hulu, today鈥檚 streaming landscape reached new heights in recent years鈥攂olstered by pandemic-driven viewing habits. Now there are hundreds of channels, with major media companies creating their own Netflix competitors鈥攆rom Max to Disney+ to Peacock and beyond.

LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.

How time spent with media, device ownership, and media adoption stacks up in the United States.