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Streaming grew in March, but tariffs could threaten the CTV ecosystem: Despite upward trends, the CTV ad market could become stagnant in the year ahead.

[NEW_PARAGRAPH]Now sub-OTT streaming, the general category that Netflix is in, is one of the categories that is still doing well. I mentioned before that a lot of big categories are stagnant or declining. Streaming services, they're still going up, but Netflix not really. It went down by not much, like a percent and a half last year, lost a couple minute or two among users this year.

The over-the-top (OTT) streaming landscape is rapidly becoming as crowded as the early days of cable TV. It is vital that marketers understand the scale, reach, and prospects of the various players in the industry.

CTV time鈥攚hich does not include traditional cable TV viewed via a CTV, but does include all forms of OTT streaming, digital pay TV, digital audio, and other apps accessed via a CTV鈥攈as risen rapidly in recent years. We project it will finally catch up with old-fashioned linear TV in 2026. Click here to view our various forecasts for US time spent with media, by device.

YouTube is positioning itself as an all-in-one streaming platform, attracting advertisers and reshaping VOD consumption habits.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.

Sub OTT streaming services are extraordinarily popular in the US, but until recently, many of the largest platforms were inaccessible to advertisers. Because of this, the medium features low ad revenues and high time spent鈥攖he biggest gap of any digital media category we track. Netflix is the primary example of this phenomenon.

WBD grows streaming profits as TV revenues decline: It added 6.4 million Max subscribers, but TV ad declines and cord-cutting continue.

The rise of OTT streaming and short video on social media has propelled a rapid increase in video advertising for most industries. Retail lagged far behind the average in video ad spending, but it has started to close the gap over the past five years.

Connected TV (CTV) and streaming services will make new inroads this year to further capture audiences and enhance offerings to marketers. Precise measurement and predictable buys are giving those that opted out of linear TV the confidence to invest in streaming.