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Our upfront/NewFront digital video ad spending forecast includes digital video ad spending committed in advance. While many digital publishers present their new offerings and secure ad dollars during the IAB Digital Content Newfronts, our forecast includes other meetings throughout the year where digital video ad spend is obtained upfront. It includes advertising that appears on any digital device.

Though growth rates are slowing, the company's US podcast ad revenues are expected to rise from $204.6 million in 2023 to $426.5 million in 2027. Spotify and YouTube are racing to dominate video podcasting, each rolling out new tools to attract users and advertisers. Netflix is moving into video podcasts to rival YouTube, offering long-form creators more exposure and income potential.

US ad revenues for Netflix are projected to reach $2.15 billion in 2025, per our forecast. That鈥檚 up nearly 56% from 2024, and will climb to $3.12 billion by 2027. Revenue per ad-supported viewer plunged 60% in 2024 to $34.41 as Netflix expanded its user base鈥攂ut is expected to rebound to $52.80 by 2027.

The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour鈥攗p from 2 to 3.5鈥攑lacing it alongside Hulu and Paramount+ in volume. This aligns with Amazon鈥檚 effort to scale its connected TV inventory and offers buyers greater reach. Our take: The added ad time could shift Prime Video鈥檚 role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.

The news: Amazon鈥檚 Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon鈥檚 shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale鈥攊t鈥檚 redefining what CTV access looks like in 2025.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

Prime Video offers show-level ad reporting: The move positions it as a testing ground for streaming鈥檚 evolution, where transparency matters as much as viewer data.

Brazil鈥檚 digital advertising economy continues to thrive, driven by retail media investment, growing video ad spend, and slower social ad spending. This report explores trends shaping Brazil鈥檚 digital advertising landscape in 2025.鈥�

According to the IAB, US CTV ad spending is expected to reach $26.6 billion in 2025, up from $23.7 billion this year. While social video still edges CTV in growth, the space is rapidly attracting attention thanks to its blend of mass reach and digital precision. Most major platforms prioritize direct brand deals and managed service buying.

Most consumers accept ads in streaming: An Attest study highlighted the growing preference for ad-supported options as streaming proves sustainable.

Why it matters: In just a few short years, ad-supported streaming subscriptions have nearly become the default for US consumers, signalling a willingness to consume advertising and an appetite for cheap access to entertainment.

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Netflix鈥檚 ad revenues are growing steadily, projected to surpass $2 billion in US revenues in 2025 and $3 billion by 2027, per our forecast. The growth is supported by the launch of its in-house ad tech stack, and could increase once the company rolls out to new markets.

Looking at paid and linear: As free TV experiences growth鈥攁verage daily time spent with FAST for US adults is expected to reach 19 minutes per day, growing 10% YoY, in 2025鈥攑aid streaming services and linear could bear the brunt of the shift. Streaming services continue gaining viewers worldwide, but the cost of streaming is increasing.

The new formats are set to run on ad-supported Prime Video content鈥攚hich reaches 130 million monthly US viewers, of which 88% have shopped on Amazon, per the Upfront presentation. We predict that overall US Prime viewers will reach over 166 million in 2025.

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.

Tariffs drive ad pullbacks: Temu and Shein reduce US ad spending ahead of policy shift, signaling fallout across ecommerce and social platforms.

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.

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.