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Read the rest of the report, US Time Spent With Sub OTT Streaming 2025.

US streamers will see $66.23 billion in OTT subscription revenues this year, per our December 2023 forecast. Most of that money will come from the biggest players鈥擭etflix, Disney+, Hulu, YouTube, and Paramount+鈥攂ut over a third ($22.91 billion) will come from other streamers. This potential subscription and ad revenue are why brands like Chick-fil-A and the Dallas Stars NHL team are launching their own streaming services. Here are the driving forces behind the growth of these niche platforms.

Forty percent state they are increasing ad spend for CTV/OTT channels because ads can reach these audiences, with another 38% appreciating the channel鈥檚 ability for precision audience targeting. Thirty-five percent claim CTV/OTT advertising helps them capture declining audiences from traditional TV.

In 2024, the number of CTV viewers in the US surpassed the number of linear TV viewers, per our forecasts. As a result, advertisers are deploying more of their budgets on CTV, where they benefit from more real-time measurement signals. By 2027, more ad dollars will be directed to CTV than linear TV, according to our estimates.

Prioritizing privacy. 9.3% of US adults now identify as part of the LGBTQ+ community, up from 3.5% in 2012, Gallup reports. However, while visibility has notably grown, fear around self-identification remains strong.

Click here to view the full forecasts for US traditional pay TV subscription revenues, digital pay TV subscription revenues, and OTT excl. digital pay TV subscription revenues. YouTube has quietly developed a strong subscription business.

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.

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.

The news: Connected TV (CTV) household reach was low in 2024, with the average ad campaign reaching only 19.64% out of the 95 million US households in Innovid鈥檚 ad tech platform, per a new Innovid study. The number of times the average household saw any given CTV ad was lower YoY, decreasing slightly from 7.42 times in 2023 to 7.09 times in 2024.

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?