BIA Industry Digest: CTV/OTT Landscape

BIA forecasts CTV/OTT local ad spending to exceed $2.8 billion this year as this platform continues its fast growth. Given dynamics and high interest in local CTV, several recent studies have probably crossed your inbox or popped up in your trade press reading. Sometimes, tracking and digesting all of this market intelligence is tricky. In this BIA Industry Digest, we summarize key findings from recent studies to examine the CTV/OTT landscape.

To set the stage, a few thoughts summarizing the current situation. Research indicates that localized CTV/OTT advertising campaigns lead to a significant boost in key metrics like relevance, trust, and purchase intention compared to national campaigns. By integrating linear (broadcast) and CTV/OTT advertising, brands effectively reach audiences consuming premium video content, enhancing full-funnel activation and measurable results. Most marketers expect to increase their CTV/OTT spending by an average of 21% in 2025, reallocating funds from digital, social, and linear TV media.

Read more on BIA Advisory Services here.