蘑菇AV

Despite content fatigue鈥�57% of US adults say the number of platforms is overwhelming and 38% say they have trouble figuring out what to watch鈥攙iewers gravitate toward high-quality programming that cuts through the clutter. With streaming saturation flattening global revenues, quality programming is emerging as a crucial lever for growth.

Younger consumers are increasingly turning to these services, and FAST options like the Roku Channel, Pluto TV, and Tubi account for a higher share of US TV use (4.3%) than Peacock, Max, and Paramount+ combined (3.7%), per a Nielsen Gauge report, indicating these channels are gaining value.

We estimate that US affiliate marketing spending will top $10 billion for the first time this year and will exceed $15 billion in 2028. Click here to view our full forecast for US affiliate marketing spending. Some advertisers and publishers have gotten off to a rough start in 2024. Revenue growth for some has not recovered after a tough end to 2023.

Dive deeper: Read our US Gamers by Generation 2025 report.

Marketers have renewed their focus on measurement in 2025 as they鈥檙e asked to do more with less. 47% of US brand and agency marketers say attribution/measurement is a leading investment priority in 2025, according to October 2024 data from InMarket. 64% of US ad buyers will focus more on cross-platform measurement this year, according to IAB鈥檚 data.

Instacart adds AI-powered tools for advertisers as ad growth slows: The new features make it easier for brands to create and optimize campaigns.

OTT will account for more than half (53.5%) of US video subscription revenues by 2025, when it will reach $71.92 billion, according to our December 2023 forecast.

While Apple TV+ lost money, Services revenue hit $96.2 billion in 2024鈥攕howing Apple鈥檚 broader ecosystem is carrying the weight of its content ambitions.

Connected TV (CTV) is revolutionizing television advertising by combining engaging content with targeted, data-driven strategies. With 75% of the US population watching OTT video, according to 蘑菇AV, advertisers have a golden opportunity to reach their ideal audiences.

Stop us if you鈥檝e heard this before: Streaming TV is really popular. Sounds obvious, right? Once a nascent technology dominated by Netflix and Hulu, today鈥檚 streaming landscape reached new heights in recent years鈥攂olstered by pandemic-driven viewing habits. Now there are hundreds of channels, with major media companies creating their own Netflix competitors鈥攆rom Max to Disney+ to Peacock and beyond.

LinkedIn expands ad strategy: CTV and event ads are driving 6-7x ROI, helping B2B marketers reach engaged audiences.

The platform will have 80.7 million monthly US users in 2024, per our forecast. US Gen Z users will reach 21.1 million this year, a 13.6% increase from 2023, making them the platform's fastest-growing demographic. Our forecast has LinkedIn's global ad revenues reaching $7.31 billion this year, with double-digit growth for the next three years.

New pre-home- screen video ads are sparking backlash as Roku鈥檚 monetization push clashes with users鈥� expectations for a paid device experience.

254.2 million people in the US will watch OTT video this year, per our February 2024 forecast. YouTube is close behind, with 241.8 million people watching on the platform.

Read the rest of the report, US Time Spent With Sub OTT Streaming 2025.

Over a third (38%) of US ad buyers are investing at least somewhat more in shoppable ads in 2025, according to December 2024 data from Interactive Advertising Bureau. In addition, 45% of US consumer packaged goods (CPG) brand marketers think shoppable video content is the next frontier for retail media, according to October 2024 data from Path to Purchase Institute and TransUnion.

Form factor is Gemini鈥檚 secret weapon: With Gemini landing across every Google touchpoint, it鈥檚 poised to dominate as Apple fumbles Siri and Amazon slaps a fee on Alexa+.