Connected TV Is on the Rise — and Brands Know It

Connected TV (CTV) and streaming platforms are gaining serious momentum as more advertisers shift their focus away from linear TV. According to a recent survey, 75% of advertising leaders anticipate growth in CTV and OTT video in 2025, with 24% of those expecting significant increases. This tracks with EMARKETER’s prediction of a 13% rise in digital video ad spending next year — growth driven by the increasing number of viewers choosing streaming over traditional cable.

This shift is also fueling a stronger emphasis on data-driven advertising. With nearly two-thirds of the survey respondents seeing growth potential in first-party data, it’s clear brands are doubling down on more personalized, measurable ad strategies on CTV platforms. Advertisers are also expanding budgets for diverse-owned media and retail media, bringing inclusivity and targeted ad placements closer to the consumer. As linear TV loses ground, brands are adopting a more strategic, audience-focused approach on CTV, where they can better reach engaged viewers and measure their impact.

Connected TV in the News

Netflix’s Ad-Supported Tier Reaches 70 Million Monthly Users Globally
EMARKETER
Netflix’s ad-supported tier has seen a meteoric rise, reaching 70 million global monthly active users — a significant jump from 40 million in May and 22 million just two years ago.

Linear Ad Prices Drop for 62% of Returning TV Shows
MNTN Research
Primetime linear TV ad prices are dropping for all content types except sports broadcasts. Out of 53 returning network shows, ad prices fell for 33.

Streaming Consumers’ Satisfaction Still High Despite Fewer Originals
MediaPost
New research shows nearly 80% of streaming subscribers / respondents say their TV time spent watching TV shows they really like is higher now than four years ago.