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US OTT, Pay TV, and YouTube Viewers Forecast 2025 (Ä¢¹½AV subscription required). Gen Z Technology and Media Preferences 2025 (Ä¢¹½AV subscription required). Note: Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos, or other content.

Why CPMs are falling at Upfronts: Increased inventory and viewership is causing streamers to soften prices during the buying season.

Nielsen’s Gauge previously found that FAST services like the Roku Channel, Tubi, and Pluto TV account for a higher share of US TV use (4.3%) than the combined usage of Paramount+, Peacock, and Max (3.7%), which all include advertisements for specific subscription tiers. This indicates that advertisers could find more value in FAST services than ad-supported subscription video-on-demand.

But we do estimate that US adults will spend about an hour more per day watching traditional TV (2 hours, 55 minutes) than subscription streaming services (1 hour, 49 minutes) this year. Despite the influx of sports events to streaming, most sports still run through traditional TV.

Netflix is the leading subscription-based platform, although it launched an ad-supported tier in late 2022. Following Netflix’s lead in both ad-supported and subscription-based video are Amazon Prime Video, Disney+, Apple TV+, and Crave from Bell Media. Crave—which is home to HBO Max content in Canada—is a homegrown service and has gained more than 1 million subscribers since 2020.

TV Media revenues declined 4%, driven by a 4% drop in ad revenues and 7% decline in affiliate and subscription fees as cord-cutting continues to erode the traditional TV business. CBS still dominates in viewership, with seven of the top 10 primetime shows and NFL broadcasts delivering massive audiences.

As the CTV advertising opportunity expands, marketers must consider how quickly subscription streaming services are replacing ad-free viewers with ad-supported ones when deciding where to allocate budget. Sources. Antenna. Business Insider. MediaRadar. Nielsen.

The ad-supported tier costs $16.99 per month, while the ad-free option is $29.99, saving consumers up to 43% compared to subscribing to each service separately. Other sources back up Antenna’s assertion.

This shift aligns with Apple’s broader goal to boost Apple TV+ subscriptions, moving away from risky, high-budget films and instead prioritizing content that can directly contribute to subscriber growth.

Warren urges DOJ to investigate Disney’s Fubo acquisition over competition concerns: The senator warns the deal could eliminate a key streaming rival, raising prices and reducing consumer choice.

Why it matters: Amazon’s NBA acquisition is part of a broader strategy to use live sports to expand Prime Video’s appeal, especially among cord-cutters who retain pay TV subscriptions for this content (see chart). The NBA deal cements Amazon’s role in premium sports streaming. As traditional TV continues to decline, Amazon is positioning itself as a long-term home for live sports content.

Subscription OTT’s (sub OTT’s) unique evolution has created a major skew between ad spending and time spent. Until recently, advertisers couldn’t access many of the largest sub OTT platforms. This history has led to the widest gulf among digital media categories, with low ad revenues and high time spent.