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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)鈥攏ot its total population.

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鈥檛 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.

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.

US connected TV (CTV) ad spend will continue to grow through 2027, when it will reach $40.90 billion, according to our forecast. Apart from a small bump next year, ad spend on TV (including broadcast and cable TV) will decline over the next few years. Still, TV鈥檚 share of total ad spend is larger than CTV鈥檚, indicating it remains a key player in marketers鈥� ad strategies.

US connected TV (CTV) ad spend will grow 63% between this year and 2027, for a total of $40.90 billion, according to our forecast.

Women's sports viewership continues its upward trajectory with the NCAA women's basketball championship game drawing over 8 million viewers and peaking at 9.8 million, per ESPN ratings. While that figure is down over 2024鈥檚 18.5 million, it represents a longer trend of sustained growth in women鈥檚 sports viewership. This phenomenon can no longer be attributed to one single star athlete鈥擟aitlin Clark鈥攂ut to an overall increase in women鈥檚 sports popularity.

In 2024, the number of CTV viewers in the US surpassed the number of linear TV viewers, per our forecasts. As a result, advertisers are deploying more of their budgets on CTV, where they benefit from more real-time measurement signals. By 2027, more ad dollars will be directed to CTV than linear TV, according to our estimates.

Prioritizing privacy. 9.3% of US adults now identify as part of the LGBTQ+ community, up from 3.5% in 2012, Gallup reports. However, while visibility has notably grown, fear around self-identification remains strong.

Streaming grew in March, but tariffs could threaten the CTV ecosystem: Despite upward trends, the CTV ad market could become stagnant in the year ahead.

Vizio boosts Walmart鈥檚 retail media edge: New beta program brings exclusive connected TV inventory under Walmart鈥檚 direct control.

Samsung TV Plus is forecast to grow steadily in the US, reaching 25.9 million viewers by 2029, but its share of the population is expected to plateau at just 7.5%. Outside the US, Samsung TV Plus continues to expand with programmatic support from Magnite in markets like Singapore, the Philippines, and Thailand. Our take: Addressability is the new battleground鈥攁nd Samsung wants in.

Tariffs are destabilizing Hollywood鈥檚 growth: Rising costs and shrinking ad budgets threaten content, licensing, and consumer engagement.