Shifts in consumer behavior are pushing advertisers to track shopping preferences more closely and launch campaigns earlier, as shoppers more easily compare products and become familiar with brands.
Smart TVs are rapidly becoming television's default viewing environment, making the home screen a valuable bridge between consumers and the sprawling collection of streaming services competing for
their attention.
Before advertisers and media buyers obsess over outcomes, they need to ask where the measurement came from, the VAB says.
AI has lowered the cost of faking a click, an install or a conversion, and invalid traffic has become more sophisticated and more difficult to separate from the real thing.
Beyond traditional viewing, consumers use TVs for YouTube videos, gaming, social media viewing, fitness programs, education, shopping and even virtual fireplaces.
Global CTV-based advertising will nearly double in four years to $81 billion by 2030 from $44 billion in 2025, research and advisory firm Omdia estimates.
Linear TV is a cost-effective channel with extensive reach and long-term benefits, a new report from Circana finds.
Fragmented sports media is creating headaches for fans and opportunities for advertisers.
"While CTV and streaming platforms have advanced audience targeting, consumers may not always recognize or feel the benefits," authors of a new study on digital video and TV advertising say.
The only net decrease in ad-spending plans among media in Mediaocean's just-released survey of marketers is for TV and print.
That's according to a report from research firm Forrester, which found that over 80% of marketers surveyed are planning to increase their principal media spending this year.
Total linear core TV ad revenues are expected to land at $55.2 billion in 2025 - down 7% vs. 2024 - and to fall 6% to $51.6 billion next year and 8% to $47.9 billion in 2027. The only part of total
TV's gains is AVOD streaming, which will rise this year by 15% to $16.1 billion.
According to recent Comscore research, 18- to-34-year-old subscribers who are "cord nevers" (cable, satellite, virtual or telco) represent 45% of CTV households.
National linear TV will drop 10% to $4.65 billion, with national TV down 26% when including Olympic revenue, according to estimates from MoffettNathanson Research.
Roku's share of the market dipped 3% in Q3 vs. Q2 this year (36% vs. 37%). Apple TV, now in second place, witnessed a sharp 27% gain (to a 15% share).
Good news for streamers is a slight decline in the number of consumers cancelling their subscriptions. Premium streamers have the lowest/best "churn" rate, at 4.1%.
The biggest global TV ad spenders on average now allocate just 38% of their ad budgets to TV, while smaller brands' ad spend is around 9%.
Traditional media allocations remained stable, with national and local TV showing little movement, while OOH/DOOH and print also held steady.
This year CTV will see a 7.7% rise in media time spent per day among U.S. adults 18 years and older by device versus 2024. Mobile -- which still leads all media usage -- will rise more slowly: 1.6%.
In a new study from Mediaocean, 72% of media and marketing execs said they believe generative AI is "the most important consumer trend," followed by streaming and social media video platforms at 51%.
Retail brands are moving aggressively toward digital channels, while tech and finance firms are doubling down on performance marketing.
New Street Research modeled Netflix's fill rate at around 45% for 2025 - expected to rise to 70% in 2026 and 90% in 2027. "At that point it slows to modest annual increases, eventually reaching 95%
in 2030."
Search, display banners, streaming and CTV dominated local digital budgets last year, with Borrell Associates estimating the combined sectors will hold 78% of digital and 57% of total local
advertising within three years.
Ad recall and viewer engagement have reached new lows in today's second-screening landscape.
YouTube had a leading 21% share of streaming minutes in 2024. Compared to just FAST platforms, YouTube is far ahead in streaming minutes, followed by Tubi with a 4% share and Roku with 3%.
Four in 10 consumers have interacted with TV content to learn more about products or make purchases.
Winterberry Group estimates investments in connected commerce and technology stacks will drive U.S. ad, marketing, and data expenditures to $585 billion.
An accelerated push for more measurable results has surfaced as platforms become increasingly fragmented. It makes me wonder if this will drive up prices.
Although ad-supported streaming and digital platform businesses continue to show gains, a GfK study for the TVB says, ad-free streaming platforms are still a big part of the streaming marketplace.
Broad brand awareness and personalized outreach not only capture attention but also build trust.