Ad Revenue for CTV Platforms Will Grow by 26% in 2025

Despite an overall dip in national TV advertising revenue, Connected TV is a bright spot in the evolving media landscape. According to Madison & Wall, pure-play CTV platforms (think premium streaming services) are poised for a 26% growth this year, reaching $7.8 billion in national ad spend. Even as national TV ad formats declined by 6.3% in 2025 — 6.1% if you strip out political ads — the CTV segment is carving out a bigger slice of the pie. The segment’s share is expected to reach 23% by the end of this year, up from 17% in late 2024. And when you filter out the noise from last year’s spike in political ad spending, CTV’s growth still remains healthy, with a 10% boost YoY.

Meanwhile, local and traditional national TV outlets are experiencing sharper downturns in the wake of 2024’s political ad boom, with local ad revenues alone projected to fall 27.2%. Still, Madison & Wall suggests that the broader perspective tells a more nuanced story. The line between national and local advertising has increasingly blurred, opening the door for CTV’s scalable reach to be a compelling alternative to traditional media. As legacy formats reset post-election, CTV stands out as a dynamic, data-driven platform that continues to win share and drive results.

Connected TV in the News

CTV Is the Conversion Powerhouse Marketers Can Actually Measure
EMARKETER
Connected TV’s reach is table stakes. What’s really driving advertiser interest?: Rich features like segmentation, targeting, greater control over frequency, and robust tools to measure campaigns and track their impact.

Young Adult Viewers Average 4.2 Streaming Subscriptions
MNTN Research
Young adults aged 18-34 are among the most active (and unpredictable) streaming audiences. According to new research, they average 4.2 streaming subscriptions — nearly a full service more than the overall average of 3.3. 

Meet Marketing’s Most Dynamic Duo: Connected TV and Social
Adweek
At Social Media Week 2025 this past May, MNTN’s Kristen Navarro sat down with Annie Waskover, an SVP of accounts at ad agency Maison MRKT, to talk about how CTV and social can work together to supercharge a brand’s awareness in the eyes of consumers.