By the end of 2025, the balance of power between TV ad channels will have shifted across nearly every major metric: viewing share, time spent, household adoption, and content investment. The result? CTV will grow from an emerging channel into...

October 31, 2025

At Advertising Week New York 2025, industry leaders gathered to share what’s next for Connected TV. An EMARKETER analysis distilled the discussion into three key trends shaping the future of the channel: interactive ads, pause ads, and AI. Each reflects...

October 10, 2025

Connected TV continues to lead the pack when it comes to capturing audience attention. New research from attention metrics platform Adelaide shows that in Q2 2025, CTV earned an average of 58.9 Attention Units (AUs) — outpacing linear TV (52.5),...

September 26, 2025

Streaming has become the primary growth engine for TV advertising. While linear TV’s share of global ad spend has dropped to just 12%, Connected TV is forecasted to top 40% by 2030, according to WARC. The shift isn’t just about...

September 12, 2025

Ad-supported viewing continues to dominate the TV landscape. According to Nielsen’s Q2 2025 Ad Supported Gauge, content with ads now captures 73.6% of total TV viewership — up 1.2 points from the previous quarter. Streaming led that growth, adding 2.9...

August 15, 2025

CTV is changing the TV screen from a reach play to marketers’ go-to platform for full-funnel performance. New research from Mediaocean, PwC, and IAB shows that marketers are embracing Connected TV as a performance driver, not just a branding tool....

July 31, 2025

Amazon Prime Day might be a retail holiday built by and for Amazon, but savvy brands are turning it into a performance opportunity of their own. What started as Amazon's loyalty driver has evolved into a retail moment that lifts...

July 29, 2025

A new report reveals that marketers are syncing strategies across platforms — especially between social and Connected TV. According to eMarketer and Smartly, a combined 78.4% of advertisers now run campaigns on both channels, with 44.5% spending at least 30%...

July 25, 2025