蘑菇AV

While manufacturers are finding short-term opportunities by shipping more goods to countries other than the US, that strategy may not last for long amid growing worries that cheap Chinese imports could undercut local businesses.

YouTube also leads all other digital platforms for US time spent. US adults will spend an average 37 minutes per day on the platform in 2025, ahead of Netflix (36 minutes), Facebook (20 minutes), Instagram, and TikTok (17 minutes each). Ad spending on YouTube will be up over 750% in 2025 versus 2015.

Click here to view our full forecast for US search ad spending. And click here for the accompanying crosstabs. Tariffs won鈥檛 change genAI search development, but they will weigh on ad spending growth. As a lower-funnel channel with clear purchase intent signals, search tends to be resilient to economic headwinds. But it鈥檚 not immune to tariff-related supply chain disruptions.

The company鈥檚 investments, which include building out its own logistics network to improve delivery times, has helped it deliver strong growth as the US-led trade wars disrupt much of the global economy. Mercado Libre, which doesn鈥檛 export to the US, has largely sidestepped that volatility鈥攑ositioning it to capitalize on regional growth even as rivals face headwinds.

This is the second 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.

Amazon introduced greater brand safety controls on its DSP in February after Amazon, Google, and Meta were criticized by Congress for placing ads on sites with child sexual abuse content. 41% of US marketers are decreasing ad spend with media companies because of concerns over brand safety and suitability controls for ads鈥攁nd more may follow suit without greater control over where ads run across platforms

The trend: Most healthcare and pharma marketers plan to increase their CTV/over-the-top (OTT) spending in the next year, according to Nielsen鈥檚 Global Annual Marketing Survey. Our take: CTV鈥檚 gain of healthcare and pharma ad dollars isn鈥檛 necessarily linear TV鈥檚 loss. Campaign strategies for linear should focus on brand awareness, while CTV allows drug ads to be highly targeted.

Companies are willing to pay big for high-profile events like the Super Bowl, and live sports programming accounts for a significant portion of US TV ad spend. Live events create natural ad opportunities that young viewers show high acceptance of.

The news: Podcasts are becoming a popular way for brands to reach engaged audiences, with viewership mounting and new platforms throwing their hats in the ring. Podcast viewership is thriving, reaching over 140 million US listeners in 2025, according to our forecast. Listeners will surpass 150 million by 2027. Our take: Podcasts are shaping up to become a strong contender in media consumption, with nearly 70% of US adults ages 18 to 24 listening at least one per month, per our forecast. As platforms battle to be the leading home for podcasts, advertisers need to pay attention and tailor strategies.

Key Stat: Depending on the severity of tariffs, US linear TV upfront ad spending will decline between $2.78 billion and $4.12 billion during the 2025 broadcast year. This report can help you develop media strategy and allocate budget for campaigns (brands and agencies). Executive Summary. US linear TV upfront ad spending will take a hit this year.

Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.

TikTok shifts away from free traffic for US merchants: The change will require businesses to pay for ads for visibility, but TikTok remains a critical touchpoint.

We forecast programmatic display ad spending for six major markets: Canada, China, France, Germany, the UK, and the US. Programmatic display ad spending will grow the fastest in Western European countries this year. These markets are regaining momentum after inflation and an energy crisis depressed ad spending growth in 2022 and 2023.

If not for China, the ecommerce giant would be nearly as dominant internationally as it is in the US. In its home market, Amazon accounts for over 75% of retail media spending. Globally, its share drops considerably, but that鈥檚 because Amazon has little business in China and captures almost none of its domestic ad spending.

The 2024 US presidential election ushered in a new normal in brand safety, with prominent social media companies such as X and Meta shifting the burden of content moderation from internal teams and contractors to users.

The news: Podcast ad spending intention will reach an 11-year high in 2025, and more advertisers are investing in the medium than ever, per a Cumulus Media and Signal Hill Insights report. Podcast ad spend intention reached 69% among agencies and advertisers surveyed, the highest in the eleven years tracked by Cumulus and Signal Hill. 78% are already investing in podcast advertising, five times higher than the amount investing in 2015. Our take: As listenership spikes, podcasts will continue being a key investment for savvy advertisers鈥攁nd those who know how to maximize the medium鈥檚 potential will come out on top.

Retailers that aimed to be media giants are hitting headwinds as ad growth slows. To stay competitive, retail media networks must rethink org structure, sharpen media skills, and plan smartly to thrive in a more challenging landscape.

According to March data from Koddi, 66% of US retail media buyers plan to boost video spend on platforms like YouTube, TikTok, and Instagram, while 63% expect to grow overall social media budgets. And social media activity (likes, comments, etc.) is considered to be a valuable type of customer data for driving marketing decisions among nearly 3 in 10 US brand and agency marketers.

Mobile app install ad spending in the US is forecast to reach over $27 billion in 2025, up nearly 11% from last year, per our forecast. Mobile in-app ad spending is projected to grow even faster, rising 12.6% in 2025 to nearly $190 billion. By 2029, mobile will make up nearly 68% of total digital ad spending in the US, climbing from 66% this year.