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Sub OTT is increasingly dominant within digital video, even if it鈥檚 not yet the top choice for video overall. By 2027, sub OTT streaming will account for 46.7% of all time with digital video and 31.5% of total video.

Tariffs could increase production costs for OTT platforms. But there鈥檚 good news, too: Consumers may shift to lower-cost, ad-supported tiers, increasing inventory and luring otherwise-hesitant ad buyers. Link to reports. Below are the links to the search, social, CTV, and RMN reports. Impact of Tariffs on US Search Ad Spending. Impact of Tariffs on US Social Ad Spending.

It鈥檚 still growing quickly, but display is growing even faster thanks to the rapid growth of video advertising in OTT video and social media. Search will also experience an impact from generative search late in the forecast period, which may reduce ad impressions. Retail media continues to be the fastest-growing major ad channel we track, although its growth rate will slow down.

The news: Magnite today introduced pause ads across several streaming providers, including DirecTV, Fubo, and Dish Media, to capitalize on the momentum of pause ads as a key opportunity to engage and convert connected TV (CTV) viewers. Our take: Pause ads have demonstrated their worth in the quickly growing CTV landscape鈥攂ut those who see the most success with the format will be the ones who innovate before pause ads become standard practice.

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.

Acxiom, IPG Mediabrands, and IRIS.TV have partnered to launch Acxiom Contextual CTV, a privacy-safe targeting tool powered by IRIS_ID. The solution analyzes content context鈥攇enre, subject, tone鈥攚ithout using personal identifiers, addressing rising privacy concerns as cookies disappear. Already present in 17鈥�40% of US bidstream inventory, IRIS.TV enables more accurate targeting, while early pilots show higher video completion rates and stronger brand lift. Publishers benefit too, with CPMs rising as much as 25%. With CTV ad sales projected to hit $46.9 billion by 2028, this approach could set a new industry standard for performance, compliance, and contextual relevance.

The news: YouTube鈥檚 lead in connected TV (CTV) advertising faces a real threat as Amazon Prime Video gains momentum. But that standing might be short-lived鈥擜mazon鈥檚 Prime Video is on track to surpass YouTube as the top CTV advertising platform by 2027, per Morgan Stanley as cited by Business Insider. Our take: Marketers should expect CTV ad dollars to shift toward Amazon鈥檚 ecosystem by 2027. Early investment in Amazon鈥檚 premium, shoppable ads can secure top inventory and sharpen targeting as streaming evolves.

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

Marketers have long associated connected TV (CTV) with big-budget national campaigns, but that鈥檚 rapidly changing. As CTV technology becomes more sophisticated and accessible, local businesses are entering a new era of precise, data-driven advertising that blends digital accountability with TV鈥檚 scale.

The news: Consumer packaged goods (CPG) marketers plan to hop on the AI train and scale up their retail, social, and connected TV (CTV) ad spending, but challenges around audience and data fragmentation remain. Nearly two-thirds (62%) of CPG marketers expect to increase their retail media spending in the second half of 2025, per MediaOcean鈥檚 2025 H2 Market Report, compared with 59% for social platforms and 55% for CTV. Our take: Using creative AI tools like one recently added to YouTube Shorts to resize and retarget content for different social platforms can maximize campaign reach. CPGs are huge advertisers, and when they pivot, they can influence the entire market. Broader marketers should follow their lead not only in spending but by immediately testing AI tools in high-impact internal areas like CTV creative or retail copy optimization.

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

On today鈥檚 podcast episode, we discuss the biggest discrepancy by device with regards to where we spend our time versus how many ad dollars are aimed there, why social players want to take a page from YouTube鈥檚 CTV playbook, and why sub OTT鈥檚 unusual path to advertising has created major misalignments. Join Senior Director of Podcasts and host, Marcus Johnson, Principal Forecasting Writer, Ethan Cramer-Flood, and Senior Analyst, Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

The news: Despite strides in streaming, linear TV still maintains an 86% share of overall ad impressions鈥攏early 17 billion daily impressions, per iSpot.tv. iSpot estimates that linear TV grew 3.3% in overall ad spend in the first sixth months of 2025, reaching $21.9 billion. Our take: While linear ads may lag behind the precision of CTV, they still command massive reach that drives results. Millions of viewers still watch live TV, preserving linear鈥檚 ad potential. A successful ad strategy will tap into its enduring influence while gradually allocating spend toward CTV to align with shifting viewing habits.

The news: Xfinity unveiled its StreamStore on Wednesday, raising the stakes in the connected TV (CTV) arms race by aggregating 450 apps and 200,000 titles with integrated billing. The one-stop interface turns Xfinity into a centralized gateway鈥攍ess a cable provider, more a streaming superstore, per Variety. Our take: CTV consolidation will streamline ad strategies, surfacing opportunities to tap bundles like StreamSaver for targeted sponsorships, co-branded campaigns, and contextual placements. It will also engage viewers across multiple services while reducing subscription fatigue. Advertisers will likely scramble to secure premium placements and test integrated campaigns within StreamStore鈥檚 bundled ecosystem before competition intensifies.

The news: Magnite and Dentsu are expanding their partnership in the Europe, Middle East, and Africa (EMEA) region to streamline video and connected TV (CTV) capabilities, per a press release. The agreement will use Magnite鈥檚 SpringServe video platform across markets like the UK and Spain to support Dentsu鈥檚 programmatic CTV offering, Total TV. Our take: Magnite and Dentsu鈥檚 partnership marks a critical expansion, giving advertisers a better opportunity to deliver impactful, precise, and measurable video and CTV experiences at scale across key markets.

The news: Pause ads are gaining momentum as a promising format that boosts the potential of connected TV (CTV) ads to capture user attention, per findings from a Magna and DirecTV study. Our take: While pause ads promise potential, advertisers must implement strategies that increase their鈥� appeal to drive measurable outcomes. Viewers across age groups prefer pause ads that offer the ability to save offers/reminders. And younger generations favor pause ads that have clickable buttons linking to the brand鈥檚 site or app (53% for Gen Z and 50% for millennials) or that offer scannable QR codes.