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US OTT, Pay TV, and YouTube Viewers Forecast 2025 (蘑菇AV subscription required). Methodology: Data is from the July 2025 MAGNA Media Trials and DIRECTV Advertising report titled 鈥淭he Pause: Reaching TV Viewers During Can鈥檛-Miss Moments.鈥� 2,427 US adults ages 18+ were surveyed during March 20-April 16, 2025. All respondents had watched ad-supported TV in the past 24 hours.

96.3% of Gen Zers are digital video viewers, compared to 80.5% of the overall US population, per our May 2025 forecast.

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.

The news: Netflix is proving its power as the dominant subscription streaming platform with several recent ad wins. The streamer announced that it鈥檚 sold all of its available commercial time in preparation for its two Christmas day NFL games, also noting sponsorship deals with partners like Google and FanDuel. Our take: With its strong lead in ad revenue growth, position as the most-used subscription video service in the US, consistently low subscriber churn rate, and content strategy tailored to unique markets, Netflix is likely to continue dominating advertiser investment in connected TV.

US digital ad spending growth will dip below 10% YoY in 2025, but retail media, social networks, and CTV will still perform above the overall average.

Out-of-home (OOH) ads prompt an average 13.3% growth in US ad awareness, outpacing TV (10.2%), digital (3.9%), and connected TV (2.2%), according to a July report from Clear Channel Outdoor and Kantar.

Tariffs threaten to reduce US digital ad spending growth this year. This series explains the effects tariffs will have on ad spending in search, social, CTV, and retail media鈥攁nd which parts of each might fare best and worst.

The Trade Desk (TTD) posted Q2 revenues of $694 million, up 19% YoY and above expectations, driven by strength in connected TV and premium open-web inventory. However, cautious Q3 guidance cited slower advanced adtech adoption among large brands, macroeconomic budget pressures, and tariff-related spending risks. Shares fell nearly 40% in a day. For advertisers, the story underscores the open web鈥檚 importance as an alternative to walled gardens, with US programmatic open-web spend forecast to reach $48.8 billion by 2027. TTD鈥檚 future growth hinges on CTV, cross-channel targeting, and clean-room data collaboration to deliver premium inventory at scale.

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.