蘑菇AV

The total includes separately branded Twitch and Freevee streaming services. Disney also surpasses 10% when its separate brands鈥擧ulu, ESPN, and Disney+鈥攁re combined. Hulu and Disney+ together will capture 10.8% of CTV ad sales in 2026. We do not have an estimate for ESPN ad revenues. OTT companies do earn ad dollars outside of CTV.

As consumers watch their wallets and spend more time at home amid a tough economic environment, CTV streaming platforms could find themselves well-positioned. It鈥檚 also possible that CTV ad spending will nearly flat-line. Downward CPM pressure and weak upfront commitments following the initial tariff announcements don鈥檛 bode well for CTV鈥檚 outlook.

GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.

Vimeo Streaming empowers creators with subscription tools: The platform helps monetize video content through branded apps, AI tools, and flexible pricing.

OTT video viewing is about to get a boost in the UK, as traditional TV viewing gets a broadband delivery option next year.

With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

Nowadays, advertisers plan their linear and streaming investments alongside each other, just as major networks pitch their linear and streaming properties as complements. As linear and CTV converge鈥攚e鈥檒l refer to them collectively as converged TV throughout this report鈥攎odernized audience measurement will fuel strategies for performance and brand advertisers alike. For example:.

In a July Advertiser Perceptions survey of marketers who spend at least $250,000 annually on advertising, 37% of respondents said that connected TV and over-the-top video were better at measuring campaign effectiveness than linear TV.

Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.

Thirty-nine percent of CTV/OTT advertisers cited transparency on where ads were running as one of their biggest challenges in CTV/OTT marketing, according to an April 2024 Advertiser Perceptions and Premion study. As more brands move their ad dollars over to CTV, our analyst Ross Benes calls overexposure 鈥渢he biggest bugaboo in 蝉迟谤别补尘颈苍驳.鈥�. Finding your audience and keeping it.

Insights from IAB NewFronts: Streaming and AI innovation are transforming marketing鈥攂ut in a period of rapid change and economic unrest, adaptation is key.

Time spent with sub OTT will grow a few percentage points per year for the next few years. This is in contrast to the early years of the pandemic when sub OTT time spent grew tremendously. No longer will we see the entire population increase their amount of daily streaming time by 10 minutes to 20 minutes YoY. With streaming gaining time spent incrementally, linear TV has held onto its lead.

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Connected TV is no longer a niche ad channel鈥攊t鈥檚 the new normal. With streaming platforms adding ad-supported tiers and Amazon flooding the market with inventory, CPMs are dropping while ad opportunities expand.