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Digital video ad spend will increase 14% in 2025: The IAB findings highlight advertisers鈥� confidence in digital video as a valuable opportunity to meet goals.

Brazil鈥檚 digital advertising economy continues to thrive, driven by retail media investment, growing video ad spend, and slower social ad spending. This report explores trends shaping Brazil鈥檚 digital advertising landscape in 2025.鈥�

Our upfront/NewFront digital video ad spending forecast includes digital video ad spending committed in advance. While many digital publishers present their new offerings and secure ad dollars during the IAB Digital Content Newfronts, our forecast includes other meetings throughout the year where digital video ad spend is obtained upfront. It includes advertising that appears on any digital device.

US video ad spend will grow from $131.1 billion in 2025 to $221 billion by 2029. That鈥檚 nearly a 70% increase. Our take: Video is quickly going from a premium format to table stakes. But what鈥檚 changing is how it's produced. Big Tech is targeting the long tail of advertisers who historically lacked the resources to compete in rich media.

According to March data from Koddi, 66% of US retail media buyers plan to boost video spend on platforms like YouTube, TikTok, and Instagram, while 63% expect to grow overall social media budgets. And social media activity (likes, comments, etc.) is considered to be a valuable type of customer data for driving marketing decisions among nearly 3 in 10 US brand and agency marketers.

Short-form video (e.g., YouTube and Twitch) and ad-supported video-on-demand (e.g., Netflix, Hulu) are gaining ground even as total video spend dips due to linear declines. Our take: Advertisers are not just rethinking how they spend, but also where.

CTV ad spend is expected to grow 13% this year, reaching $26.6 billion, as advertisers rate CTV as the top 鈥渕ust buy鈥� channel, per IAB鈥檚 2025 Digital Video Ad Spend and Strategy Report. Sixty-eight percent of advertisers see CTV as the most necessary channel for a media plan. We forecast CTV ad spend growth to be slightly higher in 2025 at 16.8%.

For comparison, US digital video ad spending increased 1,776% in the past 10 years. YouTube鈥檚 jack-of-all-trades identity could also be a limiting factor in its ad take.It has more overall users than Facebook, Netflix, or Spotify and a greater amount of total raw engagement (in terms of time spent).

Total TV and digital video ad spending continues to climb. The addressability of CTV audiences has dramatically increased since Netflix introduced ads more than two years ago. Implications for retailers. Retail media ad spending topped C$3 billion in 2024. Retail media formats are expanding as the market matures. GenAI deployments are now table stakes for retailers.

Digital video ad spending accounts for a comparatively small proportion of total display spend this year: 24.4% in Germany and 22.1% in France. The UK鈥檚 lead in overall digital video is significant. Its proportion of display ad spending will reach 60.8% in 2025. Programmatic video has followed suit, at 59.5% this year versus 17.6% in 2015. CTV is making up ground in the UK鈥檚 programmatic space.

Growing consumption of ad-supported video-on-demand (AVOD)鈥攐n platforms like Netflix and Crave and free ad-supported streaming TV channels like PlutoTV, Roku, and Tubi鈥攈as also increased video ad spend. Click here to view our forecast on Canada digital ad spending by format. Search鈥檚 share of digital will be 42.1% in 2025. It鈥檚 been a decade since search held a larger share than display.