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YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

With physical sales fading and subscription interest rising, smart in-game ads offer consistent revenues without alienating players.

US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.

This report compares our 2025 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Total time spent with media per day in the US is no longer growing meaningfully, but there will still be significant churn between devices, activities, and platforms as consumers choose how to spend their time.

This is the first installment of our biannual 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

How does AppLovin generate revenues? AppLovin鈥檚 business model is built on two primary revenue streams:. The bulk of AppLovin鈥檚 revenues has traditionally come from its advertising software business. In Q4 2024, the company generated about 73% of its revenues ($999 million) from ad placements, mediation fees, and programmatic ad bidding through its proprietary platforms.

The news: Roblox鈥檚 lack of third-party measurement tools is becoming a hurdle for advertisers. The platform has minimal independent insights into standard metrics like reach and performance outcomes, per Digiday. As a result, potential customers are hesitant to start investing in ads on Roblox, which could dampen company growth. Our take: Roblox commands enormous engagement, especially with younger users, and it has a wealth of assets to attract advertisers and bolster its revenue. However, without accessible measurement offerings that meet industry standards, Roblox鈥檚 growth as a major ad channel may remain limited.

Scopely鈥檚 $3.5 billion acquisition of Niantic鈥檚 games division strengthens its position in mobile gaming. Pok茅mon Go鈥檚 live-service model opens new revenue streams through in-game advertising, branded integrations, and sponsorships.

Epic Games forced Apple to unwind App Store rules, setting a precedent that weakens Apple鈥檚 payment monopoly and threatens its fastest-growing services revenue stream.

NetEase lays off Marvel Rivals鈥� US-based team despite record success: The shooter hit 20 million downloads and $136M in revenue, representing broader industry volatility.

This is the second installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

How can in-game ad buyers calibrate their ad spending and budget allocations against the market, and how can publishers and solution providers assess whether their ad revenues are in line with industry trends?

Why 鈥淢inecraft鈥� is succeeding: The movie is based on the best-selling video game of all time, meaning it has a larger鈥攁nd more family-friendly鈥攁udience than other video game adaptations. However, a significant reason behind the success of 鈥淎 Minecraft Movie鈥� is the film鈥檚 massive marketing push, studded by an array of high-profile collaborations and immersive brand tie-ins.

Meanwhile, in Q4, FanDuel reclaimed its top spot in US gross gaming revenues (GGR) with 35%, according to Eilers & Krejcik Gaming. DraftKings had briefly taken the lead during Q3. Gambling ad spend seeks out live sports coverage. US ad spend in the gambling and casino sector reached $734.8 million for the period of January 2023 to November 2023, per MediaRadar.

Despite financial troubles among some esports and gaming video platforms, ad revenues will continue to grow for both media.