蘑菇AV

The trend: Most healthcare and pharma marketers plan to increase their CTV/over-the-top (OTT) spending in the next year, according to Nielsen鈥檚 Global Annual Marketing Survey. Our take: CTV鈥檚 gain of healthcare and pharma ad dollars isn鈥檛 necessarily linear TV鈥檚 loss. Campaign strategies for linear should focus on brand awareness, while CTV allows drug ads to be highly targeted.

The shift in spending aligns with viewing habits: Time spent with CTV is increasing, and nearly three-quarters of the US population will be CTV users by 2029, per our forecast. And for the first time this year, time spent with CTV is projected to outpace time spent with traditional TV鈥攊ndicating that CTV provides an increasingly lucrative opportunity for advertisers to reach target audiences.

CTV鈥檚 fragmentation is well-documented, but adding retail media adds complexity. 39% of US CTV/OTT advertisers cited fragmentation/too many providers as their biggest challenge, according to an April 2024 Advertiser Perceptions survey commissioned by Premion. More platforms make campaign execution harder. Consumers might see the same ad too many times on different services.

YouTube dominates US streaming viewership and is expected to cross 250 million viewers next year, per our forecast. The platform commands 67% more US viewing time than Netflix.

Over three-quarters (76.9%) of US marketers agree that last click is the easiest way to track campaigns but not the best way to measure, according to July 2024 research from 蘑菇AV and Snap.

US ad revenues for Netflix are projected to reach $2.15 billion in 2025, per our forecast. That鈥檚 up nearly 56% from 2024, and will climb to $3.12 billion by 2027. Revenue per ad-supported viewer plunged 60% in 2024 to $34.41 as Netflix expanded its user base鈥攂ut is expected to rebound to $52.80 by 2027.

YouTube also leads all other digital platforms for US time spent. US adults will spend an average 37 minutes per day on the platform in 2025, ahead of Netflix (36 minutes), Facebook (20 minutes), Instagram, and TikTok (17 minutes each). Ad spending on YouTube will be up over 750% in 2025 versus 2015.

LinkedIn鈥檚 CTV Ads鈥攏ow available for buyers in the US and Canada鈥攄eliver four times better targeting than linear TV, according to iSpot, and now include expanded access to Paramount鈥檚 streaming inventory. New integrations with Adobe Express, Innovid, and Sprinklr simplify campaign creation and cross-screen delivery for video ads.

Key Stat: Depending on the severity of tariffs, US linear TV upfront ad spending will decline between $2.78 billion and $4.12 billion during the 2025 broadcast year. This report can help you develop media strategy and allocate budget for campaigns (brands and agencies). Executive Summary. US linear TV upfront ad spending will take a hit this year.

Trump鈥檚 鈥淟iberation Day鈥� tariffs landed harder than expected. Uncertainty remains, given the pause on reciprocal tariffs for countries willing to negotiate with the US鈥攁long with an escalating trade war with China. Which markets will take the greatest hits? And how might our US forecasts change?

The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour鈥攗p from 2 to 3.5鈥攑lacing it alongside Hulu and Paramount+ in volume. This aligns with Amazon鈥檚 effort to scale its connected TV inventory and offers buyers greater reach. Our take: The added ad time could shift Prime Video鈥檚 role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.

The news: Rewards app Fetch and measurement platform Kochava teamed up to offer loyalty rewards to streaming users, per Marketing Brew. Loyalty+ users can earn points from streaming movies or series, watching specific episodes, or downloading streaming apps. Video on demand (SVOD) services can offer incentives based on their chosen KPIs. Our take: Little treats from big streamers can add up and boost loyalty, provided the incentives are worthwhile and requirements aren鈥檛 burdensome. Watching TV for several hours for a fraction of a Starbucks drink, for example, won鈥檛 likely improve platform stickiness.

The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising鈥檚 future at its IAB Tech Lab event鈥攁nd proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action鈥攂ut advertisers must reimagine their creative strategy to capitalize on this potential.

The news: Amazon鈥檚 Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon鈥檚 shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale鈥攊t鈥檚 redefining what CTV access looks like in 2025.