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Peacock reduced losses, gained subscribers in Q1: The successes indicate that the streaming platform could become more enticing for advertisers.

CTV ad spending to grow 16.8% in 2025: While economic uncertainty and an increasingly fragmented ecosystem remain concerns, CTV promises success.

AVOD options also continue to make gains, giving firms like Roku a leg up. For advertisers, streaming saturation means cheap access to consumers. With subscription revenues set to slow, streamers will rely on advertising to maintain growth.

Digital eclipsed traditional pay TV among live sports viewers in 2023. As that lead grows, the growth of women鈥檚 sports and betting apps provides marketers with opportunities to reach new audiences.

The emergence of free ad-supported streaming TV (FAST) channels like Pluto TV (whose Canadian distribution rights are held by Corus Entertainment) and Tubi (whose distribution rights are owned by Rogers Sports & Media) is also bolstering time spent with digital video. Listening favors digital audio over radio. Digital audio will account for 56.9% of total time spent with audio in Canada in 2024.

A prolonged recession may cause some streaming users to downgrade from premium tiers to more affordable plans with ads鈥攐r cancel subscriptions altogether in favor of free ad-supported streaming. This would increase time spent with ad-supported content, expanding inventory and potentially easing advertiser pullback. Impact on Digital Ad Spending by Industry.

Amazon turned almost all of its Prime Video audience into an ad-supported video-on-demand (AVOD) audience early in 2024, and we believe the venture is off to a strong start. Amazon鈥檚 overall OTT ad revenues will be a robust $4.72 billion this year, but much of that will derive from Amazon鈥檚 legacy ad-supported OTT services like Fire TV, Twitch, and FreeVee.

狈别迟蹿濒颈虫鈥檚 ad-supported video-on-demand experiment got off to a bumpy start in late 2022 and early 2023, but by 2024, the US leader in subscription OTT (sub OTT) viewership had righted the ship. With its ad tier proving to be incredibly popular and its ad tech improving, we forecast 43.0% growth for 2025, reaching $2.07 billion.

Why CPMs are falling at Upfronts: Increased inventory and viewership is causing streamers to soften prices during the buying season.

Samsung GameBreaks turns ads into games: A new CTV ad unit lifts brand recall by 53% and signals a shift toward high-engagement, opt-in formats.

Free ad-supported streaming TV (FAST) services average 9 minutes of ads per hour, well below linear TV's 15 minutes, per Wurl Analytics. Why it matters: Economic pressures and platform competition are reshaping streaming business models. Rising subscription costs drive consumer behavior, with inflation concerns pushing viewers toward ad-supported options.

Amazon sunsetted Freevee, its free, ad-supported streaming service, merging it with Prime Video to consolidate its streaming advertising offerings. Sports continues to be a major driver of ad spending for Prime Video. The company announced in September that it had secured 50 new advertisers for Thursday Night Football along with returning brands like Verizon and Allstate.