Higher-priced ad-free options have seen greater price increases over the last three years vs. those for ad-supported tiers - at $1.62 per month vs. $1.21 per month.

The largest viewing gain came with the WNBA, up 54% to 3.8 billion minutes viewed. And the number of overall women's sports telecasts shot up 230% to 3,363 in 2025.

Unlike authenticated or content IDs, a 'Deal ID' SSP or publisher code does not offer what other signals provide, leading to uncertain results for media agencies, according to research from Peer39,

Open programmatic streaming ad buys are roughly 18% to 19% ($6 billion to $7.5 billion) of overall CTV ad spend - around $33.1 billion to $40.4 billion, according to industry estimates.