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The number of companies with more than $1 billion in annual US connected TV (CTV) ad sales jumped from two in 2020 to five this year. In a recent 蘑菇AV webinar "CTV Watch: How Streamers Compare in Time Spent and Ad Revenues,鈥� our analyst Ross Bones explained the top trends in CTV viewership and ad spend.

Average daily time spent in digital games will rise 1.5% in the US this year to reach one hour and three minutes (1:03) per person, per our January forecast. Total game ad revenue will jump 5.7% this year to $8.6 billion, per our March forecast. Many popular games, like Fortnite, Roblox, and Marvel Rivals, are not story-driven or single-player. Use this chart:.

鈥淲hether a subscriber actually translates to time spent with the platform is sort of up in the air.鈥�. 5. Creators will get a boost. The fragmented, churn-addled video landscape is good news for creators, who can take advantage of free-to-use platforms where users are watching their content. Next year, more people will watch YouTube and use social networks than will watch linear TV, per our forecast.

驰辞耻罢耻产别鈥檚 time spent figures also round to about 0:34 per day. But despite claiming 7.5% of adults鈥� digital media time, YouTube will only draw 5.8% (gross) of all digital ad spending. Among ad platforms that focus on keeping users engaged, only Meta overindexes against time spent.

Just to walk through some of those numbers we already talked to, the reason linear has more is there's an hour more per day per viewer in time spent with linear and the ad loads are higher.

In another example, Coca-Cola's "Create Real Magic" campaign used AI tools to allow consumers to personalize ads, driving strong user engagement. Yes, but: Challenges remain. Recent controversies, like Toys R Us鈥� AI-generated video backlash, highlight potential risks of AI missteps, reminding marketers of the importance of human oversight.

US consumers will spend an average of three hours and 45 minutes (3:45) on mobile device apps per day in 2025, nearly all (92.7%) of the total time spent with mobile devices, according to our June 2024 forecast. US mobile in-app ad spend will grow 13.8% this year to reach $190.57, 82.6% of total mobile ad spend, per our January 2025 forecast.

Simplifying repetitive creative tasks and improving workflows鈥� overall impact is relatively moderate, focusing more on operational improvements than direct user engagement. It鈥檚 easy to adopt but should be tested to evaluate its broader potential. Explore opportunities to assess feasibility for high-impact, difficult-to-implement uses:. Generate video.

Threads鈥� current format relies heavily on the 鈥渇or-you鈥� algorithmic feed popular on social media platforms鈥攈elpful for ensuring a constant stream of content to sustain user engagement, but placing creators at a disadvantage.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.

SGE also prioritizes diverse content formats, like video and fresh, up-to-date content. Content quality鈥攏ot quantity鈥攄rives SEO and user engagement. High-quality content is essential for SEO and search rankings. In addition, user engagement metrics鈥攍ike time on site and bounce rates鈥攚ill affect rankings.

Dive deeper: For more insights on how US social networks are driving up engagement and time spent, read our US Social Network Forecasts 2025.

Features that provide constant access to platform services can reduce user frustration and encourage more time spent in the app. Our take: Although Spotify has invested in new content areas such as music videos and podcast comments, it鈥檚 a primarily audio application.

Consider channels outside the status quo as part of your video play. TikTok may not factor into many media planners鈥� TV strategies, but maybe it should. While TikTok鈥檚 environment is entirely different from TV鈥檚, its audiences are huge, and they鈥檙e exclusively consuming video.

Liz Reid, who leads Search at Google, noted these changes have delivered more time spent on advertiser-linked sites. Yes, but: AI Mode traffic can鈥檛 currently be measured, Search Engine Land reports; clicks from AI results are labeled as 鈥淒irect鈥� or 鈥淯nknown鈥� in analytics due to a lack of referral data.

Disney+ has higher ad prices than its corporate sibling Hulu, but Disney+ generates less ad revenues per ad-supported viewer because it accounts for less time spent. Peacock and Paramount+ will use live sports programming to increase ad revenues. Live sports will likely have a bigger impact on Peacock than they will for Paramount+.

Ad inventory expansion: More time spent on phones means more potential ad impressions鈥攅ven in deserts, mountains, or oceans. Satellite-connected users become reachable audiences. Emergency context marketing: Messaging in real-time emergencies (e.g., wildfires) opens space for timely and localized alerts and services.

Due to the Olympics, NBCU鈥檚 share of total time spent with TV and streaming increased from 8.5% in June to 13.4% in August, according to Nielsen. In August, NBCU accounted for more time spent with TV than any other company, after trailing Disney and YouTube two months prior. Expect a similar influx of sports viewing when the World Cup starts in 2026 for men and 2027 for women.

Time spent on Netflix exceeds Max, Tubi, Peacock, The Roku Channel, Pluto TV, and Apple TV+ combined, per MoffettNathanson. Collective time spent with Hulu, Disney+, ESPN+, and Amazon Prime Video exceeds Netflix by just 11%. Seeking profitability, streamers increase subscription prices. Streaming services were busy increasing subscription prices.

Brazil leads the world in time spent with online press (2 hours and 40 minutes daily), per GWI data. That figure is driven by high device usage and possibly elevated engagement with news shared on social platforms, making it a great opportunity for NBC News Now.

The beta feature simplifies music remixing for creators, signaling 驰辞耻罢耻产别鈥檚 push to rival TikTok in video innovation.

The success of messaging platforms will increasingly depend on their ability to balance user engagement, monetization, and privacy concerns while expanding beyond traditional communication features. Platforms without robust messaging risk losing users to competitors with more comprehensive communication tools.

What it means: If the platform is banned, that time spent could move to other forms of digital video, including connected TV (CTV). 36.6% of US internet users use TikTok, but 76.2% of US internet users watch CTV, per our forecast. US subscription OTT viewers already average 2 hours and 37 minutes (2:37) per day watching the platforms, per our forecast.

鈥淭his format allows consumers to buy products directly from video content, providing a convenient and integrated shopping experience. The growth of CTV, which combines the broad reach of television with the interactive capabilities of digital devices, is expected to further accelerate the use of shoppable 惫颈诲别辞,鈥� Babcock said. In-store is also broadening retail media鈥檚 audience.