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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.

Moreover, 69% of CTV/OTT marketers rank it as one of the three most important media types for their goals, according to Advertiser Perceptions and Premion. What it means: Advertisers who have dipped their toe into the channel are gaining valuable insights on their target audiences. You don鈥檛 need an all-or-nothing strategy.

According to Nielsen鈥檚 鈥�2025 Annual Marketing Report,鈥� 56% of global marketers plan to increase their OTT and CTV spending in 2025, up from 53% in 2024. This makes CTV one of the few digital channels with growing investment year-over-year, especially in the Americas. CTV鈥檚 appeal lies in more than audience size.

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: Google reduced its sub-$500 million smart TV budget by 10%, laid off a quarter of its 300-person TV staff, and scaled back investments in connected TV (CTV) initiatives like Google TV and Android TV, per The Information. The latest changes prioritize YouTube and cloud, which now drive Alphabet鈥檚 $110 billion annual run rate. Our take: Advertisers should reallocate budgets toward YouTube鈥檚 growing ad ecosystem while exploring emerging CTV platforms like Roku and Amazon Fire TV. Google鈥檚 retreat creates openings for competitors to capture market share in CTV advertising.

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.

The news: Instagram and TikTok are working on plans to develop connected TV (CTV) apps to mimic the success of YouTube鈥檚 big-screen push, per The Information. Our take: Advertisers may be hesitant to spend on placements before user adoption is proven. TikTok and Meta should prepare for initial losses and, to ensure a robust content pipeline for TV, introduce new simple editing tools or financial incentives to help creators optimize vertical posts for the horizontal big screen.

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 will bring inventory from Roku to its demand-side platform (DSP), the two announced at Cannes Lions, starting in Q4 2025. Our take: Amazon鈥檚 Roku partnership is a well-timed announcement to convince advertisers to stick with their CTV ecosystems even amid tightening budgets.

The news: Connected TV (CTV) commands higher attention metrics (AU) than online video (OLV) and display advertising thanks in part to its wide variety of interactive ad formats, per industry KPI data provided by Adelaide. Our take: CTV's growing attention metrics reflects its shift toward becoming a performance marketing channel

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

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

LinkedIn doubles down on B2B video and CTV: New tools help marketers capture attention and drive full-funnel impact.

Fubo debuts biddable pause ads: The move is the first time a CTV platform has offered biddable pause ads, but will require rapid scaling to remain effective.

MNTN debuts as a public company with a $1.6 billion valuation: Its performance-focused CTV adtech aims to bring small businesses into streaming.