蘑菇AV

鈥淭wo-thirds of the US population use connected TVs. In Canada, it鈥檚 nine in 10 people in the population,鈥� our analyst Bill Fisher said on an episode of 鈥淏ehind the Numbers.鈥� 鈥淭his is a really, really valuable piece of advertising real estate.鈥�.

This report compares our 2025 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Click here to view our full programmatic digital display ad spending forecasts for Canada, China, France, Germany, the UK, and the US. But the US programmatic display market is still the biggest by far. At $181.04 billion in 2025, it will be more than twice the size of China鈥檚 market.

Streaming accounts for almost half (45.3%) of total US time spent with ad-supported TV, according to a July report from Nielsen.

The news: Netflix is dialing up its global ad game, with its latest UK hire signaling what鈥檚 to come next for the streaming giant. The company hired Ed Couchman, who previously served as the head of advertising sales for Spotify鈥檚 UK and Northern Europe business, to spearhead UK ad sales, per Business Insider. Couchman has served in ad sales roles at Meta, Snap, and Channel 4 in the past. Our take: Hiring Couchman is a critical step in shifting Netflix鈥檚 ad focus from the US market to reach foreign advertisers who haven鈥檛 taken advantage of its broad reach.

US adults will spend an average of 2 hours and 29 minutes (2:29) per day watching traditional TV in 2025, more than any other media activity, per our May 2025 forecast.

Over 77% of the US population will regularly watch over-the-top video in 2025, surpassing traditional TV viewership. Streaming services now receive more subscription revenues than traditional TV, which now accounts for less than half of US total video subscription revenues鈥攁 share that is expected to slip to one-third by 2028. Streaming is gaining advertiser attention.