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LinkedIn rebrands its Wire Program as BrandLink: The move reemphasizes its pivot toward creator-led B2B video.

Roku delivered strong Q1 results and acquired Frndly TV: The deal boosts live content and supports subscription growth without overspending.

Spotify is scaling video podcast monetization fast: A YouTube-style model and creator tools are fueling the shift.

US Department of Labor Bureau of Labor Statistics.

Samsung Ads launches Creative Canvas to streamline interactive CTV ads: It aims to capture midmarket brands focused on speed and engagement.

41% of US advertisers expecting budget cuts due to tariffs plan to cut from social media, while 24% plan cuts to linear TV and gaming, per February 2025 from the Interactive Advertising Bureau (IAB).

Tariffs haven鈥檛 hit yet鈥攂ut could sting later: While new US trade tariffs had no immediate effects, some advertisers in vulnerable sectors have reduced spending, suggesting softness may show up in Q2 results. Zooming out: To say Google is dealing with a lot would be an understatement. Regulatory pressure is building: Alphabet is now grappling with two landmark antitrust cases.

We forecast that 93.5% of US teens will use YouTube at least once monthly in 2025, the highest penetration since we began tracking usage in 2017. Seventy-three percent of US teens use YouTube once per day, above younger competitor TikTok鈥檚 53%, per Pew Research Center.

We anticipate Netflix鈥檚 US ad revenues will total $2.15 billion in 2025. Will tariffs change Netflix鈥檚 trajectory? Netflix is expected to be insulated from broader events, including tariff threats and resulting macroeconomic issues. Netflix鈥檚 price hikes have been widely accepted by the platform鈥檚 audience, and given current trends, it will likely remain unshaken.

Vizio boosts Walmart鈥檚 retail media edge: New beta program brings exclusive connected TV inventory under Walmart鈥檚 direct control.

That will still only account for 10.5% of total US retail media sales, but it鈥檚 a significant increase from 6.6% in 2024.

Tariffs are destabilizing Hollywood鈥檚 growth: Rising costs and shrinking ad budgets threaten content, licensing, and consumer engagement.

YouTube TV is poised to claim a 10% share of the $85 billion US pay TV market by the end of 2026; our own forecast has the service making just shy of $10 billion this year in the US. Per MediaPost, YouTube generates $0.18 per streaming hour in US ad revenues, behind Pluto TV but ahead of Tubi and The Roku Channel. Why it matters: Our data reinforces the bullish outlook.

The first game, 鈥淭he Six,鈥� turns passive ad breaks into bite-sized trivia experiences, and is now available to advertisers in the US and Canada. GameBreaks appears in the first ad slot of commercial breaks and allows for brand customization, from theming to question content.

In part due to this earnings season, we took our 2024 US search ad spending forecast from 11.1% to 14.5% growth as AI-integrated search rolled out faster than expected. Our 2024 US retail media forecast dropped from 26% to 20.4% due to total growth overexpectations from channel leaders.

US TV and Connected TV Ad Spending Forecasts H2 2024 (蘑菇AV subscription required). The CTV Opportunity (蘑菇AV subscription required). Methodology: Data is from the January 2025 Pixability "US YouTube & Connected TV Media Agency Survey 2025." 124 media agency professionals in the US were surveyed during November 2024.

In H1 2024, US connected TV (CTV) ad impressions served by FreeWheel grew 14% YoY. In Q3 2024, US free ad-supported streaming TV (FAST) ad impressions increased 38% YoY, and global FAST impressions increased 41% YoY, according to Amagi. Total ad spending on CTV is growing. While increased inventory contributes to lower ad prices, it also elevates ad spending.

US eCPMs for digital video, display, and audio formats fell in Q2 2024鈥攖he average decrease was slight on a QoQ basis but more pronounced on a YoY basis.