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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).

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.鈥�

Fragmentation and too many providers is a concern for marketers, with 39% of CTV/OTT advertisers citing transparency in ad placements as an issue, per the Advertiser Perceptions study. A lack of standardization in measurement across streaming platforms also can make it difficult for advertisers to gauge the impact of a campaign. 5. The CTV landscape is continuously evolving.

Optimize reach by balancing linear buys with OTT and social video placements. And don鈥檛 sleep on FAST鈥攊t鈥檚 an ad-friendly growth space. Related 蘑菇AV reports:. US Time Spent With Media 2025 Midyear Edition (蘑菇AV subscription required). Gen Z Technology and Media Preferences 2025 (蘑菇AV subscription required).

US OTT, Pay TV, and YouTube Viewers Forecast 2025 (蘑菇AV subscription required). Methodology: Data is from the July 2025 MAGNA Media Trials and DIRECTV Advertising report titled 鈥淭he Pause: Reaching TV Viewers During Can鈥檛-Miss Moments.鈥� 2,427 US adults ages 18+ were surveyed during March 20-April 16, 2025. All respondents had watched ad-supported TV in the past 24 hours.

Bundling channels will be a critical advantage for Fubo as overall OTT subscriber growth reaches maturity. Will it pay off? The bundle benefits from having clearer positioning than competitors like YouTube TV that combine sports with general entertainment, meaning Fubo can aim to own an all-sports, all the time angle and attract viewers solely seeking sports.

Netflix鈥檚 reputation as an industry leader in non-US content, with films tailored to international markets, contributes to its dominance as the leading sub OTT platform globally鈥攁nd Couchman鈥檚 hiring signals to UK advertisers that Netflix is serious about deepening its presence in the region with localized, strategic advertising opportunities backed by global expertise.

YouTube is positioning itself as an all-in-one streaming platform, attracting advertisers and reshaping VOD consumption habits.

But subscription OTT (sub OTT) platforms will have 22 million more monthly viewers this year, per our forecasts. In advertising, viewer attention on sub OTT platforms is undermonetized compared with traditional TV. For each hour spent viewing sub OTT content, these platforms average 5 cents of ad revenues per viewer, compared with 17 cents for traditional TV.

WBD grows streaming profits as TV revenues decline: It added 6.4 million Max subscribers, but TV ad declines and cord-cutting continue.

Bender, a Kohl鈥檚 director who took over the top job in May after the ouster of Ashley Buchanan, said the company will add more coupon-friendly brands and revamp store layouts to win back shoppers. Kohl鈥檚, which has logged quarterly sales declines for more than three years, is 鈥渇ocused on showing progressive improvement each quarter,鈥� he said.

Our OTT subscription revenues forecast doesn鈥檛 include Amazon. Because it is not possible to break out how much of Amazon Prime鈥檚 subscription revenues are attributable to streaming, we exclude Prime from our OTT subscription revenues forecast.

OTT digital video services are now popular everywhere, although fee-based sub OTT is not yet mainstream in every country. The outlook is positive for both free and paid OTT around the world, but growth will slow significantly.

US OTT, Pay TV, and YouTube Viewers Forecast 2025 (蘑菇AV subscription required). Gen Z Technology and Media Preferences 2025 (蘑菇AV subscription required). Note: Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos, or other content.

The new TV looks like YouTube: Forget old-school programming鈥擸ouTube鈥檚 Shorts, podcasts, and second-screen features are reshaping television into an interactive, on-demand experience powered by creators.

Growth is being driven by sustained social and OTT video adoption, particularly on mobile. However, growth will decelerate to 12.9% in 2026 and 9.1% by 2029 as market penetration reaches saturation. Digital ad spending in Australia is led by digital out-of-home. Overall digital ad spending in Australia will reach $11.33 billion in 2025, up 6.3% compared with total media鈥檚 4.3%.