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4 CTV ad spend trends to track in 2025

By 2026, nine streaming services are expected to generate over $1 billion in ad revenue, illustrating rapid market expansion.
CTV viewership is rising faster than its ad spend, highlighting a potential imbalance in the market.

Media brands are leveraging content catalogs and driving ad revenue with linear channels

Linear television still holds significant audience demand despite the rise of streaming services.
Media companies are leveraging linear channels to drive engagement, extend watching time, and create new revenue streams.

Advertisement Market is Booming, But Not for Everyone

Media industry ad sales projected to increase over 9% to $369 billion this year.
Premium long-form streaming ad revenue expected to pass $10 billion, while linear TV ad revenue declines.

4 CTV ad spend trends to track in 2025

By 2026, nine streaming services are expected to generate over $1 billion in ad revenue, illustrating rapid market expansion.
CTV viewership is rising faster than its ad spend, highlighting a potential imbalance in the market.

Media brands are leveraging content catalogs and driving ad revenue with linear channels

Linear television still holds significant audience demand despite the rise of streaming services.
Media companies are leveraging linear channels to drive engagement, extend watching time, and create new revenue streams.

Advertisement Market is Booming, But Not for Everyone

Media industry ad sales projected to increase over 9% to $369 billion this year.
Premium long-form streaming ad revenue expected to pass $10 billion, while linear TV ad revenue declines.
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#advertising

Global Advertising Revenue Is Recovering - Except for Linear TV

Advertising revenue is set to exceed $1 trillion for the first time in 2024, but linear TV will continue to decline.

Is SVOD content sticky enough to embrace the 'ad break'?

SVOD platforms have shifted towards ad-supported models due to unsustainable revenue, necessitating a focus on creating engaging 'sticky' content.

Programmatic Advertising's Final Frontier Is Linear TV | AdExchanger

Cookieless CTV targeting has evolved into common practice, enabling innovative advertising methods.

Advertisers Turning Away from Linear TV Quicker than Viewers; Australia to Further Regulate AI; Supreme Court Rejects Epic vs Apple Antitrust Case

Advertisers are turning away from linear TV faster than viewers are, with global linear TV ad spend decreasing at a higher rate than time spent consuming linear TV.
Australia is implementing further measures to regulate the AI industry, including setting up an advisory board and establishing guidelines, although these regulations will still be voluntary.
China's industry ministry has issued draft guidelines to standardize the AI industry, planning to form over 50 national and industry-wide standards for AI by 2026.

Global Advertising Revenue Is Recovering - Except for Linear TV

Advertising revenue is set to exceed $1 trillion for the first time in 2024, but linear TV will continue to decline.

Is SVOD content sticky enough to embrace the 'ad break'?

SVOD platforms have shifted towards ad-supported models due to unsustainable revenue, necessitating a focus on creating engaging 'sticky' content.

Programmatic Advertising's Final Frontier Is Linear TV | AdExchanger

Cookieless CTV targeting has evolved into common practice, enabling innovative advertising methods.

Advertisers Turning Away from Linear TV Quicker than Viewers; Australia to Further Regulate AI; Supreme Court Rejects Epic vs Apple Antitrust Case

Advertisers are turning away from linear TV faster than viewers are, with global linear TV ad spend decreasing at a higher rate than time spent consuming linear TV.
Australia is implementing further measures to regulate the AI industry, including setting up an advisory board and establishing guidelines, although these regulations will still be voluntary.
China's industry ministry has issued draft guidelines to standardize the AI industry, planning to form over 50 national and industry-wide standards for AI by 2026.
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Four social media platforms have a bigger Gen Z audience than linear TV

Instagram surpassed linear TV in Gen Z users in 2023, driven by engagement through Reels.

Social media users will surpass linear TV viewers next year

US monthly social network users are projected to reach 236.4 million, surpassing linear TV viewers at 228.6 million in 2024.

Why Edward Norton Thinks Ad-Supported Streaming Is the Future

Measurement challenges in the ad industry as linear TV declines and marketers seek alternatives to Nielsen data.
CTV investments are growing and new ad tech companies are offering faster and better measurement solutions than Nielsen.

CNN CEO Mark Thompson Unveils New Strategy With Focus On Digital And Subscription Models, Combining News Units To Serve All Platforms

CNN to integrate linear TV and digital news units
Hiring new executive to focus on digital products and services

Generative AI's Debacle Of The Day; TV's Awkward Resellers? | AdExchanger

Generative AI products continue to have obvious failures
Linear TV could potentially reinvent itself as a performance medium
The Instagram-backed Threads app has not gained traction

CTV Isn't Just The Evolution Of TV - It Brings Unique Advertising Potential | AdExchanger

Advertisers are shifting ad dollars from linear TV to connected TV (CTV) due to increased control over targeting and measurement.
CTV advertising is growing at a faster pace than can be explained by its growth in viewership.

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear | AdExchanger

Digital advertising continues to dominate global ad spend.
CTV is outpacing linear TV in terms of growth.

Streaming vs. Linear: Let Ad Buyers Be Aware | AdExchanger

The ad-buying industry should focus on effectively reaching viewers on multiple screens and platforms, rather than debating streaming vs. linear TV.
Linear TV still represents over 60% of total TV usage, making it an important part of the audience equation.
The ideal media partner should be able to connect marketers to a large linear audience, a massive digital audience, and a popular streaming app through a single transaction.

TV channels once championed music. Why have they given up so completely?

The closure of linear TV music channels due to declining viewership and revenue signals a significant shift in music consumption habits.
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