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Trump may pursue 100% tariffs on movies produced overseas: The proposal promises to upend the American film industry.

It would be poorly timed given the proliferation of ad-supported subscription OTT tiers, free ad-supported streaming TV (FAST), and digital pay TV services counting on CTV鈥檚 momentum. But CTV is also well-positioned to ride out 2025鈥檚 instability if the worst-case economic scenario does not come to pass. Click here to view our full forecast for US connected TV ad spending.

Target鈥檚 disappointing Q1 sets the stage for a difficult year: Softer discretionary spending and backlash against its DEI rollback are challenging the retailer鈥檚 ability to manage tariffs.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

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

Digital pay TV offerings鈥攁lso known as virtual multichannel video programming distributors (vMVPDs)鈥攊nclude services like YouTube TV, Fubo, and Sling TV, which deliver linear TV programming digitally. The rest of the streaming sector will make larger gains during that period, increasing its share of video subscription revenues by about 8 percentage points.

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.

As one of the hottest areas of digital advertising, CTV ad spending鈥檚 streak of annual double-digit increases could end thanks to tariffs.

HBO Max is back after a lengthy branding misstep: The pivot reflects the enduring power of HBO鈥檚 cultural and commercial identity.

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.

HBO's hit show 鈥淭he White Lotus,鈥� is extending its off-screen influence with a series of retail partnerships. Though the show revolves around miserable rich people on vacation, it keeps viewers engaged with fashion, scenery, and unattainable luxury. Brands including Banana Republic, H&M, and Kiehl鈥檚 have seized the opportunity.

Netflix House shows the power of brand marketing: The streamer鈥檚 retail play capitalizes on cheap real estate and consumer demand for experiences.

The news: The FTC has conditionally approved Omnicom鈥檚 $13.5 billion acquisition of IPG, but with a historic behavioral restriction: the merged ad giant is barred from coordinating ad placements based on political or ideological content. This addresses rising concerns over informal industry efforts to blacklist partisan publishers, especially those on the right. Our take: The ruling sends a clear warning that media buying behavior is under federal scrutiny. While brands can still control where their ads appear, holding companies must now walk a tighter line. The age of unregulated middlemen in ad placement may be ending.

The legacy television business鈥� decline shows no signs of stopping, with traditional pay TV viewers falling by the millions. Major media conglomerates are feeling the pressure to evolve or face extinction. Warner Bros.

The news: Cannes Lions 2025 kicks off June 16, with media companies and platforms turning the festival into a proving ground for brand innovation. Spotify is merging live acts like Cardi B with audiobook tastings and celebrity panels, while Canva hosts CMO roundtables alongside design influencers. Google, Uber, and Influential are anchoring talks on TV, sports, and creator-driven engagement鈥攚ith yacht-side podcasts and fundraising activations adding a new layer of purpose. Our take: This year鈥檚 Cannes isn鈥檛 about opulence鈥攊t鈥檚 about ownership. Brands that bring substance, not just spectacle, will emerge with more than headlines鈥攖hey鈥檒l leave with lasting partnerships and fresh strategic playbooks.