蘑菇AV

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.

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).

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%.

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.

For comparison, US digital video ad spending increased 1,776% in the past 10 years. We have included YouTube鈥檚 gross ad revenues in this chart to better demonstrate the advertiser opportunity鈥攖his is what they鈥檙e spending on the platform. Elsewhere in this report, where relevant, we revert to net ad revenues to provide comparisons with other platforms, as a measure of YouTube鈥檚 advertising success.

Meta is way ahead of competitors in US video ad spend, with 30.1% share this year compared with YouTube鈥檚 8.3% and TikTok鈥檚 6.5%, according to our forecast. TikTok is on YouTube鈥檚 tail as it gains share, but the short video newcomer won鈥檛 surpass YouTube before the end of our forecast period in 2025.

The Hollywood strike is a chance to explore cheaper ad formats: With new content spending plummeting, streamers are sweetening the deal to keep advertisers on board.

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.

Programmatic video ad spend is dominating and providing most of the total growth. In 2021, the US programmatic video ad spend first surpassed non-video digital display ad spend, according to 蘑菇AV鈥檚 June 2024 forecast. Use this chart: Marketers can use this chart to help inform strategic decisions concerning which channels digital publishers look to sell ads.