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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.

DOJ continues the push to dismantle Google: The search giant will need to battle regulators to defend its dominance, while advertisers should prepare for fragmentation.

The DOJ鈥檚 proposal to unwind Google鈥檚 ad stack could reshape digital advertising鈥攑otentially leveling the playing field for advertisers and giving publishers more leverage

We鈥檒l be watching whether it can sustain Platform growth above 15% as comps tighten later in the year鈥攅specially without the benefit of last year鈥檚 political ad spending.

LinkedIn ad growth may be losing its shine in the near term, but its long game remains intact. Gaming, often overlooked, is steadily becoming a more dependable contributor. The only red flag? A company known for infrastructure bravado is now thinking twice before breaking ground. That鈥檚 a subtle but important signal in an AI arms race that may be getting ahead of itself.

Whether or not TikTok gets banned in the US, Snapchat stands to gain from TikTok鈥檚 volatility. Advertisers are increasingly hesitant about investing in TikTok, with the platform鈥檚 CPMs falling significantly. Creators are diversifying their content and investing in alternatives like Snapchat.

Spotify showed resilience with strong Q1 gains: Still, margin pressures and licensing costs could challenge momentum ahead.

This could direct more advertisers towards paid Google ad placements to recover lost organic traffic, forcing brands to increase ad spend with Google to maintain visibility. This strengthens antitrust arguments that Google wields its search power to entrench its ad tech dominance.

Snap resets its brand story: Grace Kao joins as CMO to lead a creative reinvention, following ad gains and rising interest in immersive media.

We anticipate Netflix鈥檚 US ad revenues will total $2.15 billion in 2025. Will tariffs change Netflix鈥檚 trajectory? Netflix is expected to be insulated from broader events, including tariff threats and resulting macroeconomic issues. Netflix鈥檚 price hikes have been widely accepted by the platform鈥檚 audience, and given current trends, it will likely remain unshaken.

The rebrand is a small step in Apple鈥檚 overall ad strategy to combat slower ad growth, but past efforts to expand its ad business haven鈥檛 been wildly successful. Apple鈥檚 services revenues missed the mark in Q4 2024, falling below investor expectations鈥攕uggesting that its ad initiatives might not be performing as well as hoped.

This feature represents TikTok鈥檚 continued investment in the US creator economy, cementing its position as a platform committed to the US market despite regulatory scrutiny.

Companies are already considering the future if taxes are deployed: 鈥淚t will create higher costs for us to use Meta and other channels, so expenditures will probably dip in certain sectors,鈥� bringing down demand, Mick Rigby, CEO of Yodel Mobile, told MediaPost. Our take: EU taxation of Meta and Google鈥檚 digital ad revenues, if implemented, and could influence where advertisers choose to spend.

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 features will be tested with a small group of US YouTube Premium members for specific English language queries. Results are tailored to searches centered on location-based and shopping information. Zooming out: Google already rules AI search, and the new YouTube features are another step in the company鈥檚 efforts to use its search dominance to promote its offerings.

In March, Meta rolled out new carousel ads that drive both ecommerce and in-store purchases, with early tests showing a 21% higher incremental return on ad spend compared to ecommerce-only formats, Meta鈥檚 group lead for retail and ecommerce Karin Tracy told Adweek. Why it matters: Meta is chasing retail media, a fast-growing category with US spending projected to rise 18% in 2025 and 16.8% in 2026.

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The news: Connected TV (CTV) household reach was low in 2024, with the average ad campaign reaching only 19.64% out of the 95 million US households in Innovid鈥檚 ad tech platform, per a new Innovid study. The number of times the average household saw any given CTV ad was lower YoY, decreasing slightly from 7.42 times in 2023 to 7.09 times in 2024.

Nearly $30 billion in ad spend will skip the ad triopoly: Meta, Google, and Amazon will see pullbacks as advertisers explore other options

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.

Canada鈥檚 trade war with its largest trading partner is underway. While uncertainty remains around the scope and depth of US tariffs, Canadian brands and retailers need to rebalance a heavy reliance on US-based customers and suppliers.

Some 40% of US adults say they have shared items from an OOH ad to social media after seeing the ad, according to October 2024 data from The Harris Poll. OUTFRONT has dubbed this phenomenon of OOH content going viral organically 鈥渟ocial out-of-home,鈥� noted senior vice president of national sales Marc Miller.

Marketers are rediscovering OOH鈥檚 power for brand-building: In a post-click world, visibility and trust matter more than ever.

Reassess ad spend. "I would X out brand-building initiatives, focus on performance-based ad spending like search," said Stambor. Communicate pricing clearly. "With price increases likely to come, now is the time for brands to start the messaging around that," Wolff advised. "Be surgical about it.

Samsung Ads launches Creative Canvas to streamline interactive CTV ads: It aims to capture midmarket brands focused on speed and engagement.