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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.

Streaming now grabs nearly 44% of US TV time鈥攎ostly ad-supported鈥攁nd more than half of marketers expect to raise connected TV (CTV) budgets in 2025, new research from Nielsen shows. As dollars flow from linear to streaming, unified cross-channel measurement is becoming the new must-have.

The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription. Our take: Streaming鈥檚 future depends on reaching the next generation, but current models鈥攅specially ad-supported tiers鈥攁ren鈥檛 meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.

Netflix will generate more than $14 billion in US OTT subscription revenues this year, more than any other company. Disney will come closest to Netflix, but that鈥檚 after Disney+, Hulu, and ESPN+ revenues are combined. Netflix will account for more than one-fifth of total OTT subscription revenues this year; no other service comes close.

YouTube still leads in streaming: Google鈥檚 video-streaming property currently leads US CTV viewership. YouTube (including YouTube TV) accounts for about 28% of streaming minutes on US CTVs. Amazon Prime Video accounts for 22%, per Evoca, while Netflix holds 15%, per MediaPost. Yes, but: Popular originals and key sports rights like the NBA, WNBA, NASCAR, and NFL boost Prime鈥檚 advertiser appeal.

By next year, 121.1 million US viewers will watch live sports digitally versus 78.6 million on traditional pay TV, per our forecast. By 2027, the gap widens further鈥�127.4 million digital vs. 75.4 million pay TV viewers. Sports streaming accounted for 30.7% of time spent watching sports on US smart TVs in Q4 2024, up from 23.1% in Q2 2023, per Inscape.

Meanwhile, Amazon and Roku joined forces, giving advertisers access to 80 million logged-in households via Amazon鈥檚 Demand Side Platform (DSP) and, by extension, 80% of US CTV households. What this means for Walmart: The retailer is no longer dependent on third parties for CTV consumer access.

In the US alone, programmatic digital display spending is projected to grow from $135.76 billion in 2023 to $228.72 billion by 2027. That trajectory includes a peak growth year in 2024 at 17.4%, followed by a moderate decline to 12% annual growth by 2027.

Under 蘑菇AV鈥檚 moderate tariff forecast鈥攖he most likely outcome following May鈥檚 90-day pause in the US-China trade war鈥�US CTV ad spending will grow 7.1% to $30.69 billion, far below the 16.8% growth under our light tariff scenario. This partnership will help Amazon make its case to budget-conscious advertisers.