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In a March 2025 YouGov survey cited by CNET, 60% of US adults said they鈥檝e either made or plan to make changes to their budgets in anticipation of tariff-related price increases. Notably, 40% have cut back on nonessential spending鈥攁 category that streaming subscriptions often fall into.

Some 60% of US marketers expect a 6% to 10% decline in ad budgets due to tariff-related pressures, according to a February IAB study, and only 9% of US consumers say tariffs won鈥檛 change their spending habits, per a February Numerator study. While connected TV (CTV) is expected to continue growing, the impact of leaner advertiser and consumer budgets remains uncertain.

Multiview, voice replies, and AI music tools mark YouTube鈥檚 pivot from mobile-first to TV-native and raise the bar for creators and advertisers alike.

Our take: For now, performance wins; even before tariffs entered the picture, far more US advertisers planned to boost performance ad spending over brand advertising. Ad buyers are acting with caution, not necessarily because they don鈥檛 see long-term value in brand-building鈥攂ut because the current environment makes it hard to wait for payoffs.

Why it matters: Meta is chasing retail media, a fast-growing category with US spending projected to rise 18% in 2025 and 16.8% in 2026. US omnichannel retail media spending is projected to grow from $61.24 billion in 2025 to $101.76 billion by 2029, according to our forecast.

After last quarter鈥檚 rare miss, The Trade Desk delivers: Strong earnings and UID2 adoption signal confidence for 2025 and beyond.

Data centers accounted for about 4% of US electricity consumption in 2024, according to the US Department of Energy. But by 2028, this figure could rise to 12%. Smarter grids could solve some of these problems, but we鈥檒l also need more energy production. What are the implications for advertisers and publishers? The three scenarios we鈥檝e outlined above differ mostly on the pace of change.

Kind鈥檚 new campaign shows us how it鈥檚 done. January 24, 2025. True or false? This year Netflix will cross $2.0 billion in US ad revenues. True. Netflix鈥檚 US ad revenues will reach $2.07 billion this year, up 43.0% from 2024, per our November 2024 forecast. January 23, 2025. FanDuel鈥檚 Super Bowl campaign teaser features which iconic brothers?

Throughout this report, we refer to our December 2024 survey of 1,312 US consumers ages 15 to 79 as respondents who have used the internet to look up medical information at some point.

While HBO hasn鈥檛 integrated these partnerships into the show itself, they could be a preview into how retail and Connected TV (CTV) will continue their convergence. 62.7% of US consumers discover new brands or products from TV, and well over a third (38.7%) searched online to consider buying something that they saw on TV, per a September 2024 蘑菇AV survey conducted with Shopsense AI.

At CES 2025, AI demonstrated its potential as a force multiplier, transforming everything from living rooms to daily commutes.

Viewer preferences are also shifting: 58% of US video viewers say ads in creator content feel more contextually relevant, and creator content is more likely than studio content to be seen as engaging, personal, and exclusive.

Studio and linear remain a dark cloud for WBD and Paramount: Revenues were down YoY for both companies, but streaming remains a beacon of hope.

Women's sports viewership continues its upward trajectory with the NCAA women's basketball championship game drawing over 8 million viewers and peaking at 9.8 million, per ESPN ratings. While that figure is down over 2024鈥檚 18.5 million, it represents a longer trend of sustained growth in women鈥檚 sports viewership. This phenomenon can no longer be attributed to one single star athlete鈥擟aitlin Clark鈥攂ut to an overall increase in women鈥檚 sports popularity.

Similarly, more US consumers are cutting the cord and switching to streaming services and connected TVs as their primary video channels. These changes will contribute to a continued decrease in CPMs this year. The one exception: Sports stand apart as the major category where prices are expected to increase.

Tariffs are destabilizing Hollywood鈥檚 growth: Rising costs and shrinking ad budgets threaten content, licensing, and consumer engagement.

The company鈥檚 investments, which include building out its own logistics network to improve delivery times, has helped it deliver strong growth as the US-led trade wars disrupt much of the global economy. Mercado Libre, which doesn鈥檛 export to the US, has largely sidestepped that volatility鈥攑ositioning it to capitalize on regional growth even as rivals face headwinds.

US TV and Connected TV Ad Spending Forecasts H2 2024 (蘑菇AV subscription required). The CTV Opportunity (蘑菇AV subscription required). Methodology: Data is from the January 2025 Pixability "US YouTube & Connected TV Media Agency Survey 2025." 124 media agency professionals in the US were surveyed during November 2024.

Key stat: US digital live sports viewers now outnumber traditional pay TV live sports viewers, per our September 2024 forecast. 114.1 million people in the US will watch live sports via digital this year, compared to 82.0 million pay TV viewers. Streamers are consequently investing more in sports rights, which means even more people cutting the cord and watching via digital.

Marketers have renewed their focus on measurement in 2025 as they鈥檙e asked to do more with less. 47% of US brand and agency marketers say attribution/measurement is a leading investment priority in 2025, according to October 2024 data from InMarket. 64% of US ad buyers will focus more on cross-platform measurement this year, according to IAB鈥檚 data.