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New pre-home- screen video ads are sparking backlash as Roku’s monetization push clashes with users’ expectations for a paid device experience.

Note that GWI interviews and represents each country's online population ages 16+ (in Canada, Hong Kong, Japan, Israel, Singapore, the UK, and the US) or ages 16-64 (in other markets)—not its total population.

US TV and Connected TV Ad Spending Forecasts H2 2024 (Ä¢¹½AV subscription required). The CTV Opportunity (Ä¢¹½AV subscription required). Methodology: Data is from the January 2025 Pixability "US YouTube & Connected TV Media Agency Survey 2025." 124 media agency professionals in the US were surveyed during November 2024.

Over a third (38%) of US ad buyers are investing at least somewhat more in shoppable ads in 2025, according to December 2024 data from Interactive Advertising Bureau. In addition, 45% of US consumer packaged goods (CPG) brand marketers think shoppable video content is the next frontier for retail media, according to October 2024 data from Path to Purchase Institute and TransUnion.

Form factor is Gemini’s secret weapon: With Gemini landing across every Google touchpoint, it’s poised to dominate as Apple fumbles Siri and Amazon slaps a fee on Alexa+.

US CTV advertising will grow 15.8% this year to $33.35 billion, per our forecast, rising to $46.89 billion by 2028. That makes it one of the fastest-growing sectors in digital advertising; we expect the number of billion-dollar CTV ad businesses in the US to rise from two in 2020 to nine by 2026.

FAST streaming is growing fast: The number of active channels has nearly doubled in several key markets, with the US showing the most growth, but user experience remains key.

This report compares our 2024 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Smart home showdown: 51% of US Gen Zers and 70% of millennials interact with AI-enabled assistants daily, per ThinkNow Research. Rivals like Google and Amazon have a sizable lead in productizing AI within smart home products, and delays are pushing Apple further behind. Google is adding Gemini AI features to Google Home behind Nest Home Aware subscriptions, per The Verge.

Netflix reported 4.9 million global live views and 2.6 million US households tuning in, making it the most-watched Monday Night Raw broadcast in five years, per VideoAmp. Why it matters: Netflix is betting big on wrestling and its mainstream appeal. Negative perception is a hurdle.

The number of streaming services with at least $1 billion in US connected TV (CTV) ad revenue is set to quadruple from 2020 to 2026, per our March 2024 forecast. The boom isn’t without its growing pains, though. Advertisers still need to face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement. We delve into these three challenges and provide solutions.

Ethan, you put together the report for us. The two other gents we have on the call worked on the numbers behind the scenes, but could you set the table for us? What top line is time spent with media looking like this year? Ethan Cramer-Flood (03:35):. Absolutely. Yeah, so this is US time spent with media 2025 hot off the presses.

Spotify never rolled out its Premium Mini option in the US. The mobile-only plan with ad-free music and limited offline listening didn’t get a wide release perhaps to avoid losing higher-paying subscribers.