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Meta is way ahead of competitors in US video ad spend, with 30.1% share this year compared with YouTube’s 8.3% and TikTok’s 6.5%, according to our forecast. TikTok is on YouTube’s tail as it gains share, but the short video newcomer won’t surpass YouTube before the end of our forecast period in 2025.

For comparison, US digital video ad spending increased 1,776% in the past 10 years. We have included YouTube’s gross ad revenues in this chart to better demonstrate the advertiser opportunity—this is what they’re spending on the platform. Elsewhere in this report, where relevant, we revert to net ad revenues to provide comparisons with other platforms, as a measure of YouTube’s advertising success.

The Hollywood strike is a chance to explore cheaper ad formats: With new content spending plummeting, streamers are sweetening the deal to keep advertisers on board.

Digital will help keep total media ad spending buoyant this year, just. A rebound is expected for 2024, with video advertising growing faster than any other format. Proportionally, though, video spend will remain relatively small in France and Germany.

US programmatic video ad spend will grow $22.51 billion between 2023 and 2025, a 30.2% increase, according to our forecast.

US social video spend is still growing, reaching 45.2% of total digital video ad spend, or $48.89 billion, this year, per our March 2024 forecast. But that share growth is slowing, with rates increasing just 1% between 2024 and 2026.

Demand for sports and low-cost streaming are driving ad-supported subscriptions at Netflix and Peacock, but YouTube remains king of digital video ad spend. Amazon’s next move is to grow the retail media market. The company is licensing its ad tech to other retailers in a pilot program as its own retail media growth begins to slow.

Ad spending is moving to CTV, and marketers want to compare performance on CTV with video ad campaigns on mobile web and mobile in-app delivery. Industry KPIs, Insider Intelligence’s new benchmarking tool, lets advertisers evaluate the performance of their video ad dollars.

Retailers are catching up with other industries on video spending. Social media’s shift to shoppable video and retail media’s move into connected TV (CTV) will bring more retail ad dollars to digital video. Fashion and food service are weighing down retail’s ad spending growth.

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.

The news: Spotify’s Partner Program has opened new monetization paths for video podcasters, enabling MP4 uploads and revenue through ads and subscriptions. Creators like Ryth report earning over $55,000 per month, surpassing YouTube earnings. However, the model doesn’t support dynamic ads for premium subscribers, prompting networks to hold back. Why it matters: Nearly half of all digital media time is spent on video, and Spotify is betting big on that trend—especially among Gen Z, who increasingly prefer video-first podcast formats. Our take: Spotify’s approach may alienate ad-heavy networks for now, but video’s growth and creator enthusiasm suggest its long-term strategy is sound.

In the first 100 days of his second term, President Trump has reshaped business strategy across retail, tech, healthcare, and media. Here’s how tariffs, regulation, and market volatility are forcing brands to rethink spend, growth, and planning.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what’s next for search, social, streaming, and retail media.