蘑菇AV

Click here to view the full forecasts for US traditional pay TV subscription revenues, digital pay TV subscription revenues, and OTT excl. digital pay TV subscription revenues. YouTube has quietly developed a strong subscription business.

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

VideoAmp focuses on outcomes as CTV spend thrives: An exclusive 蘑菇AV interview demonstrates how the measurement challenger is elevating big data.

Samsung Ads launches Creative Canvas to streamline interactive CTV ads: It aims to capture midmarket brands focused on speed and engagement.

Peacock reduced losses, gained subscribers in Q1: The successes indicate that the streaming platform could become more enticing for advertisers.

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.

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.

The news: Connected TV (CTV) household reach was low in 2024, with the average ad campaign reaching only 19.64% out of the 95 million US households in Innovid鈥檚 ad tech platform, per a new Innovid study. The number of times the average household saw any given CTV ad was lower YoY, decreasing slightly from 7.42 times in 2023 to 7.09 times in 2024.

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.

Connected TV (CTV) will continue accounting for a growing share of US consumers鈥� media time. Nearly 20% of US adults鈥� media time will be spent on CTV in 2025, per our forecast. CTV鈥檚 share of ad spending, however, lags behind consumer engagement levels. Click here to view our full forecast for US time spent with CTV. GenAI continues disrupting search.

We anticipate Netflix鈥檚 US ad revenues will total $2.15 billion in 2025. Will tariffs change Netflix鈥檚 trajectory? Netflix is expected to be insulated from broader events, including tariff threats and resulting macroeconomic issues. Netflix鈥檚 price hikes have been widely accepted by the platform鈥檚 audience, and given current trends, it will likely remain unshaken.

Don鈥檛 count Roku out: The CTV provider hit 90 million US households, cementing its leadership even as the sector undergoes major consolidation.

In 2024, the number of CTV viewers in the US surpassed the number of linear TV viewers, per our forecasts. As a result, advertisers are deploying more of their budgets on CTV, where they benefit from more real-time measurement signals. By 2027, more ad dollars will be directed to CTV than linear TV, according to our estimates.

Prioritizing privacy. 9.3% of US adults now identify as part of the LGBTQ+ community, up from 3.5% in 2012, Gallup reports. However, while visibility has notably grown, fear around self-identification remains strong.

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.

Streaming grew in March, but tariffs could threaten the CTV ecosystem: Despite upward trends, the CTV ad market could become stagnant in the year ahead.

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