By Q2 2025, the landscape will see Netflix and Max as the only streaming services with CPMs exceeding $30, amidst falling ad prices in linear TV.
As traditional viewership declines, linear TV is experiencing a downturn in ad prices, a significant shift compared to previous years of growth.
Despite the decline in linear TV, CTV's forecasted ad spend illustrates resilience, expected to reach $33.35 billion in 2025, showcasing changing advertising dynamics.
With social ad costs rising, especially on platforms like TikTok, brands can strategically utilize the dip in streaming and TV ad costs to manage overall budget.
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