CTV Came Out on Top for Viewer Attention in Q2 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), online video (39.7), and display (23.2). For marketers, it’s another reminder that CTV offers a rare combination: broad reach paired with measurable engagement.

While CTV attention scores have cooled since a high point in Q3 2024, the dip comes with context. Higher ad loads are testing viewer patience, and fragmented measurement systems still haven’t fully caught up with the platform’s growth. Even so, CTV remains unmatched in its ability to deliver high-intent viewership at scale. And with interactive formats like pause ads and scannable QR codes rolling out across major streaming services, advertisers have more ways than ever to turn attention into action.

Connected TV in the News

As Streaming Evolves, Will ‘Usage’ Pricing Become the Preferred Option?
MediaPost
According to a new survey of subscription businesses and consumer sentiment, 70% of respondents say they would be interested in “usage-based pricing.”

U.S. Streaming Subscriptions Rose 10% in Q2 2025
MNTN Research
In Q2 2025, U.S. streaming subscriptions climbed 10% to 339 million, while the number of individual CTV users rose 8% year-over-year.

Streamers See High Churn As Consumers Weigh Cost Against Content
EMARKETER
Nearly half of US adults have changed their streaming subscriptions in the past six months, with cost now serving as the top driver of both cancellations and new signups.