In 2025, streaming platforms will expand beyond live sports, offering more appointment viewing like comedy specials, concerts, political events, and unconventional fare. These live events highlight streaming's unique power to create cultural moments, bringing people together in real-time and drawing advertisers to capitalize on shared experiences.
The rapid consumer shift from linear TV to streaming has made connected TV (CTV) a cornerstone of modern advertising. As streaming services expand their ad-supported tiers, advertisers will gain advanced control over reach, frequency, and targeting, making CTV an indispensable tool for engaging on-demand audiences.
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