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TV is important for targeting older consumers: US adults are spending less time with linear TV each year, per our estimates. However, older patients are pharma’s top priority—and they’re the folks most likely to consume traditional media. We forecast that US consumers ages 65+ spend on average over 5 hours per day with linear TV, while those in the 55 to 64 age group watch about 4 hours a day.

The hardware decline: We forecast that 86% of US households will use a connected device this year, climbing to 89.4% by 2028. That relatively slow growth and high penetration means CTV manufacturers can’t rely on hardware sales alone to drive revenues. However, CTV advertising is lucrative and can more than make up for the losses.

FreeWheel debuts contextual marketplace: New tech enables privacy-friendly, precise ad targeting for streaming TV by analyzing video content in real time.

The integration comes at a crucial time, as TikTok will reach 117.9 million US users in 2025, per our forecast. Why it matters: Cross-platform performance has become an imperative in today's fragmented media landscape—and measurement is the top 2025 priority for US marketers by a large margin (see chart).

The push appears to be working: Walmart Connect in the US grew 26% in Q3, and we expect its US advertising revenues to jump 31.6% this year. Our take: Even without Vizio, Walmart was already leveraging its considerable strengths—data from millions of shoppers and a massive physical presence—to rapidly grow its retail media business and gain ground against its chief competitor, Amazon.

The holiday box office competes with the couch: Audiences are returning to theaters, but Netflix is offering blockbuster content.

We forecast that nearly three-quarters (72.7%) of US households will have Prime memberships this year. That might not be such a unique advantage for long: Walmart’s pending acquisition of smart TV manufacturer Vizio could give it similar capabilities.