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India鈥檚 commerce landscape is undergoing rapid transformation, fueled by booming ecommerce, rising mobile shopping, and the growing influence of social media.

Netflix remains a revenue leader in the streaming space, however tariff concerns and tightening budgets for both consumers and advertisers have increased the pressure across all providers to stand out.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.鈥�

Vizio boosts Walmart鈥檚 retail media edge: New beta program brings exclusive connected TV inventory under Walmart鈥檚 direct control.

The digital landscape in Europe is slowing, but opportunities for advertisers, brands, and retailers still exist. Knowing where to look to achieve the best outcomes will be paramount.

The trivia format is low-lift for advertisers but high-engagement for users, giving Samsung a scalable way to stand out in an increasingly crowded ad-supported streaming market. GameBreaks also supports Samsung鈥檚 broader ecosystem play by uniting CTV, casual gaming, and ad innovation鈥攅specially valuable as advertisers seek new tools for breakthrough.

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.

Available on more than 70 million smart TVs across the region, the app could significantly boost ad revenues鈥攅specially since fewer than half of Latin Americans pay for a streaming subscription. We expect Mercado Libre鈥檚 retail media arm to capture 6.2% of digital ad spending in Latin America this year, up from 5.1% in 2024.

Amid economic uncertainty and trade concerns from abroad, Canada鈥檚 digital ecosystem is expected to remain strong, fueled by innovation from publishers, advertisers, and retailers.

When retail shifts to on-screen commerce, streaming services must carefully consider how they might interrupt an audience鈥檚 experience, said Hall. 鈥淔or a show with such a devoted following, it鈥檚 all encompassing and you don鈥檛 want to be taken out of that with a brand,鈥� said Hall. 鈥淒oing products inspired by that show makes a lot more sense.鈥�.

The streaming service is expected to bypass the video-centric social media giant by 2026. Nonetheless, Netflix use is influenced by social media: 45% of Gen Zers choose what to watch based on trending content, according to Tubi. The cyclical effect between social media and streaming is speeding up.

This year, high viewership demonstrates the enduring popularity of the events, name image likeness (NIL) rights are allowing athletes to take part in brand deals, and the women鈥檚 league continues to make a bigger splash than in years past.

With streaming saturation flattening global revenues, quality programming is emerging as a crucial lever for growth. While YouTube narrowly led Q4 2024 streaming revenues at $10.5 billion, Netflix was close behind at $10.2 billion, ahead of Disney at $6.1 billion. Original content spending plays a key role.

European streaming platform DAZN will spend more on sports rights than any other service worldwide, per February 2025 data from Ampere Analysis.

FAST streaming is growing fast: The number of active channels has nearly doubled in several key markets, with the US showing the most growth, but user experience remains key.

The BBC iPlayer and Netflix鈥檚 streaming service both launched in 2007, and by 2014, there were nearly 20 million CTV users, per our forecast. That number more than doubled by 2020; steady increases have followed and will continue. Rapid replacement cycles will see smart TVs proliferate.

Streaming TV keeps growing, but so does the challenge of reaching viewers. With audiences constantly switching between platforms, old TV advertising methods fall short. A more precise, audience-first approach鈥攂orrowed from search and social marketing鈥攊s helping advertisers keep up.

Increased time spent on CTV, social video鈥檚 shopping influence, and a larger share of working Gen Zers will give advertisers new opportunities for growth. Here are five charts to help your business understand these changes and kick-start the new year.

YouTube could be an exception as more creators license their content to streaming and CTV services. Branded content will become more common. Brands could sponsor an existing creator series, hire a creator to develop original content, or collaborate on programming in other ways, like product placement. YouTube Shorts will rise as an influencer marketing platform.