蘑菇AV

Rich media data for 2017-2022 includes in-stream and outstream video ads; data prior to 2017 includes only outstream video ads.

The advancement of programmatic and increasing consumption of short-form and streaming platforms on mobile devices have driven digital video ad market growth. However, growth will decrease to 7.7% in 2025 as video consumption peaks amid an aging society. Meituan leads digital ad spending growth in China as Baidu slips.

As more streaming platforms launch ads and user attention remains high on sites like TikTok and YouTube, advertisers are splitting video budgets between social, streaming, and online video. Here are five charts to help demystify video advertising.

YouTube expanded pause ads to smart TVs last year, following similar strategies from services like HBO Max, Peacock, and Hulu. 51% of viewers have taken action after viewing a pause ad, per the Video Advertising Bureau鈥攅nticing CTV platforms like Netflix to test shoppable pause ad formats.

59% of US consumers want details on costs and promotions from a commerce video ad, according to July 2024 data from the Interactive Advertising Bureau in partnership with Alter Agents. Nearly as many (58%) want clear product demos and details.

And reward-based video ads connect particularly well with younger consumers like Gen Z, one of Discord鈥檚 core audiences. The move could also benefit Discord by giving users exposure to its subscription offering, streamlining the path to purchase by converting free users into paid subscribers once Nitro perks expire.

New integrations with Adobe Express, Innovid, and Sprinklr simplify campaign creation and cross-screen delivery for video ads. Zooming out: This follows LinkedIn touting video's ability to drive B2B outcomes as it hyped BrandLink, which lets brands sponsor creator-led video series, last month. In February, the platform expanded video features for creators and viewers alike.

Spotify can expect another strong year for ad revenues: Investor pressure has the company capitalizing on podcasts for a video advertising expansion.

US local connected TV (CTV) and OTT video ad spending is expected to grow 9.1% this year, reaching $2.79 billion, according to BIA Advisory Services and Premion. Three-fourths of the US population owns a smart TV as of 2025, according to a March report from Edison Research. Use this chart: Marketers can use this chart to defend expanding their OTT and YouTube initiatives.

It鈥檚 still growing quickly, but display is growing even faster thanks to the rapid growth of video advertising in OTT video and social media. Search will also experience an impact from generative search late in the forecast period, which may reduce ad impressions. Retail media continues to be the fastest-growing major ad channel we track, although its growth rate will slow down.

Programmatic Video Ad Spending鈥�**. All 蘑菇AV forecasts were updated in March 2025, except where indicated. *蘑菇AV forecast updated in August 2024. **蘑菇AV forecast updated in December 2024.

Zooming out: Pause ads are gaining traction across CTV for their ability to drive engagement鈥�51% of viewers took action after viewing a pause ad, per the Video Advertising Bureau. Fubo became the first CTV platform to introduce biddable pause ads, with other platforms likely to follow suit.

Examples of in-store retail media include interactive retail displays at the front of the store, checkout, end caps, cooler aisles, and smart carts; at gas stations (e.g., GSTV video ads); at Volta and other electric vehicle charging stations; and at the Redbox kiosks.

The Partner Program allows creators to earn revenue from ad impressions and Premium subscriber engagement with dynamic video ads, offering a YouTube-style revenue-sharing model. Video is the new audio: Spotify鈥檚 push into video podcasts is showing early momentum, but it still faces stiff competition from YouTube鈥檚 dominance.

This forward momentum is powered in part by LinkedIn鈥檚 newest push into video advertising through its rebranded BrandLink program. Why it matters: While LinkedIn鈥檚 hiring-related revenue has slowed according to the earnings report, the platform is reinventing itself as a content and commerce hub for professional audiences.

The UK is a leader in programmatic video ad spending. Growth in programmatic video is strong across all three countries, but the UK is far more developed. In the next couple of years, there will be strong double-digit growth in France, Germany, and the UK鈥攚ith the UK far ahead, proportionally. Again, this trend mirrors the broader digital video advertising space. France and Germany lag.

Premium Lite removes most video ads on YouTube and YouTube Kids but excludes music, downloads, and background play. The new tier complements the growth of YouTube Premium, which includes full features and has steadily expanded in the US. We forecast that Premium subscribers totaled 48.6 million last year and will reach 53.4 million by 2028, covering 15.2% of the US population.

Why it matters: While many consumers are receptive to healthcare social media and video ads, marketers need to be cautious when it comes to personalization.