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The platform lets advertisers track and optimize campaigns across both traditional TV and streaming services. Innovid operates in a competitive segment of the digital advertising landscape, facing stiff competition from the likes of Teads and MNTN, among others. In the category of ad creative management, Innovid's primary competitors include Steelhouse and Adacado.

We expect US connected TV ad spending to surpass traditional TV ad spending for the first time in 2028, marking a significant shift in the balance of power in media. That spending growth is driven in part by the glut of new ad space from streaming services. Next year, Disney will command 10% of US CTV ad sales across Disney+, Hulu, and ESPN+.

Discovery鈥檚 D2C business as cord-cutting continues to impact traditional TV revenues. We forecast that cord-cutters will surpass half the US population next year, reaching 58.3% of all US adults by 2028. CEO David Zaslav expressed confidence in exceeding the $1 billion in streaming profitability target by 2025, a positive signal for investors as streaming continues to evolve.

That year, it will surpass traditional TV ad spending ($45.10 billion) for the first time.

Spending on TV ads overall will resume growing in 2024. After a dip in 2023 caused by traditional TV鈥檚 long decline and a relatively weak period for CTV, combined spending on TV and CTV will grow every year through 2027 and close in on $100 billion. Except for 2020 and 2023, this combined market will have grown every year since we started tracking CTV in 2018.

Meta and Google enjoy political ad spend boom: The ad duopoly is effective for reaching consumers en masse, but TV spending shifts hint at big changes.

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�