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Click here to view our full forecast for US creator economy revenues. Predictions. Audio services will battle for podcast creators. In 2025, US podcast listeners will spend 1 minute more per day on podcasts than US TikTok users will spend on TikTok, per our forecasts. The talent agency landscape will shift to accommodate creators.

NBCU will sell Versant鈥檚 US ad inventory during the next two upfront cycles. Zooming out: NBCU鈥檚 evolving content ecosystem is part of the legacy media giant鈥檚 push to offset shrinking traditional TV revenues. Sports deals will allow NBCU to maintain a live viewership advantage and command premium ad rates, combatting declining traditional TV ad revenues.

OTT video is popular whether it鈥檚 free or paid. Every global region and country we track is engaged with these platforms, some very deeply. But new viewers will be hard to find.

After last quarter鈥檚 rare miss, The Trade Desk delivers: Strong earnings and UID2 adoption signal confidence for 2025 and beyond.

The update introduces a My Netflix hub and real-time personalization tools, all aimed at helping users find something fast鈥攁nd not flee to YouTube.

Studio and linear remain a dark cloud for WBD and Paramount: Revenues were down YoY for both companies, but streaming remains a beacon of hope.

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.

Streaming is dominating US viewership, accounting for 43.8% of total viewing time, per Nielsen, and most of the time spent streaming is coming from YouTube and Netflix. Free ad-supported streaming television (FAST) channels are showing promise, with broadcasting media company MediaCo noting 18% YoY growth in its FAST viewer base. AI-powered tools are transforming marketing.

Looking ahead: Disney+ is projected to generate $4.12 billion in US subscription revenues in 2025, per our forecast. That鈥檚 up 8.6% from the prior year, while its ad-supported tier should bring in $1.27 billion鈥攎arking a 20.1% increase. Hulu's ad business, after contracting in 2023, is on track to reach $2.78 billion in 2025, up 4.3% YoY.

Spotify鈥檚 play counts and YouTube鈥檚 two-person plan signal a fierce fight for viewers in the podcast space鈥檚 visual future.

Some 60% of US marketers expect a 6% to 10% decline in ad budgets due to tariff-related pressures, according to a February IAB study, and only 9% of US consumers say tariffs won鈥檛 change their spending habits, per a February Numerator study. While connected TV (CTV) is expected to continue growing, the impact of leaner advertiser and consumer budgets remains uncertain.

Our take: For now, performance wins; even before tariffs entered the picture, far more US advertisers planned to boost performance ad spending over brand advertising. Ad buyers are acting with caution, not necessarily because they don鈥檛 see long-term value in brand-building鈥攂ut because the current environment makes it hard to wait for payoffs.

Roku delivered strong Q1 results and acquired Frndly TV: The deal boosts live content and supports subscription growth without overspending.

US eCPMs for digital video, display, and audio formats fell in Q2 2024鈥攖he average decrease was slight on a QoQ basis but more pronounced on a YoY basis.

Forty percent state they are increasing ad spend for CTV/OTT channels because ads can reach these audiences, with another 38% appreciating the channel鈥檚 ability for precision audience targeting. Thirty-five percent claim CTV/OTT advertising helps them capture declining audiences from traditional TV.