蘑菇AV

Connected TV (CTV) will continue accounting for a growing share of US consumers鈥� media time. Nearly 20% of US adults鈥� media time will be spent on CTV in 2025, per our forecast. CTV鈥檚 share of ad spending, however, lags behind consumer engagement levels. Click here to view our full forecast for US time spent with CTV. GenAI continues disrupting search.

Why it matters: In just a few short years, ad-supported streaming subscriptions have nearly become the default for US consumers, signalling a willingness to consume advertising and an appetite for cheap access to entertainment.

54% of global marketers are slashing ad spend, says Nielsen: The need for adaptability, rather than bigger budgets, is more prominent than ever.

Follow us on Instagram.

The chart is US-only, with plans to expand to different regions. YouTube shared key data about its increasing Shorts engagement, with viewership up 20% YoY and 70% of YouTube channels now posting Shorts. Zooming out: The updates are part of YouTube鈥檚 push to become the go-to for advertisers targeting different content mediums to reach broader audiences.

Netflix鈥檚 ad revenues are growing steadily, projected to surpass $2 billion in US revenues in 2025 and $3 billion by 2027, per our forecast. The growth is supported by the launch of its in-house ad tech stack, and could increase once the company rolls out to new markets.

In its fiscal Q1 2026 results, the company reported that global advertising revenues jumped 50% YoY, with Walmart Connect鈥攖he retailer鈥檚 US retail media arm鈥攔ising 31%. That performance includes early gains from its Vizio acquisition, as the company begins linking retail data to streaming inventory in a closed-loop environment.

YouTube strikes deal to broadcast first game of the NFL season: The move responds to fans embracing digital for sports and presents an opportunity for advertisers.

Looking at paid and linear: As free TV experiences growth鈥攁verage daily time spent with FAST for US adults is expected to reach 19 minutes per day, growing 10% YoY, in 2025鈥攑aid streaming services and linear could bear the brunt of the shift. Streaming services continue gaining viewers worldwide, but the cost of streaming is increasing.

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women鈥檚 sports and betting apps provides marketers with opportunities to reach new audiences.

惭补虫鈥檚 US ad revenues are forecast to nearly double from $0.41 billion in 2023 to $0.80 billion by 2027, per our forecast. Advertisers stayed engaged despite brand confusion, prioritizing content over logos. But unclear branding often signals deeper uncertainty about direction. Our take: Reverting back to HBO Max is a cleanup job.

That will still only account for 10.5% of total US retail media sales, but it鈥檚 a significant increase from 6.6% in 2024.

The new formats are set to run on ad-supported Prime Video content鈥攚hich reaches 130 million monthly US viewers, of which 88% have shopped on Amazon, per the Upfront presentation. We predict that overall US Prime viewers will reach over 166 million in 2025.

Shorts now dominate prime screen space on connected TVs, signaling YouTube鈥檚 bid to normalize mobile-first formats in the living room鈥攚hether users like it or not.

ESPN鈥檚 new platform marks a bold digital pivot: Meanwhile, Fox is launching Fox One to stay competitive in the streaming era.