蘑菇AV

Coming into the year, connected TV (CTV) ad spending was growing steadily as more services introduced ad tiers, consumers increased the amount of time spent streaming video, and more subscribers chose ad-supported plans. CTV鈥檚 momentum could slow down. Following the relaxation of tariffs in mid-May, we forecast high single-digit growth for CTV ad spending.

Total media time spent is falling slowly in France鈥攊t won鈥檛 drop below pre-pandemic levels until 2026. Meanwhile, digital鈥檚 proportion of total media time is gaining as traditional media falls out of favor.

Social video is getting an additional boost in daily time spent this year. It鈥檚 mostly coming from a less expected place鈥擬eta鈥攅ven as TikTok continues to dominate in total time spent.

Digital audio continues to see a steady increase in time spent, with Gen Z driving growth across platforms as well as content type adoption. Younger listeners seek convenience and ad-free experiences. The exception is podcasts, which are typically ad-supported and continue to attract new listeners, especially as the video format takes off.

Ad-supported video gains viewership, time spent on digital video surpasses TV, and streaming services pivot from audience growth to profitability.

YouTube has become a podcast powerhouse and has influenced audio platforms to adopt video recordings. It disrupted the TV industry, yet broadcasters are eager to use it to distribute their own content. It is influential among other communities as well, such as video gamers.

This year, time spent with digital video will officially surpass time spent with TV among US adults. Video advertising is also moving toward digital as advertisers set their sights on connected TV and social video, and even take advantage of retail media networks鈥� video opportunity. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising. Whether you鈥檙e pitching a video ad campaign or reevaluating a tight ad budget, here are five charts that will help with the how, what, where, when, and why of video advertising.

The average US adult will spend more than 8 hours per day on digital media this year, with about half of that time spent on mobile devices and more than a quarter on CTV.鈥�

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

For the first time, US adults will spend more time per day with digital video than with TV this year, according to our forecast, as the cord-cutting revolution takes hold. Total time spent with digital video and TV will remain just over 6 hours per day, the same amount it鈥檚 been since 2020.

Time spent with digital video will surpass time spent with TV

On today's episode, we discuss what the biggest impact of generative artificial intelligence (AI) will be, whether time spent with ad-supported media is falling, why Lululemon is looking to sell its connected fitness company Mirror, the battle between SMS and email, what makes a shopping experience convenient, which country could see its population cut in half; and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian, and analysts Blake Droesch and Paul Verna.

Advertising within video podcasts will prove valuable. With almost half of digital media time spent watching video, large platforms pivoting to video podcasts, and 42% of US adults preferring podcasts with video components, video podcasts represent a key growth opportunity compared with audio-only options. Authenticity is the critical factor that drives listeners to connect with podcasters.

Adding social video and YouTube, we can account for roughly 91% of all time spent watching video per day. To view time spent with various video formats, click here. The rest of US adult daily video time will go to a smorgasbord of smaller formats.