Streaming TV Trends & Outlook:
Unleash the Power of CTV Advertising: Download the
Streaming TV Playbook
Revised for 2025
Consumers have fully embraced streaming for its convenience, choice, and control, making Connected TV (CTV) the fastest-growing advertising channel. As a result, CTV has quickly evolved into a powerful full-funnel advertising medium, with BIA projected local ad spend on CTV/OTT reaching $3.6 billion in 2024 including $1 billion in Political spending — a 52.2% increase from the prior year.
Consumers now have access to more streaming TV options than ever before, and virtually every streaming provider has launched an ad-supported streaming option. All signs point to an ad-funded model being the driving force for the future of streaming, with free ad-supported streaming TV (FAST) channels spearheading this movement.
To help marketers navigate this growing and fast-evolving landscape, we’ve developed a comprehensive white paper with BIA Advisory Services that explores the latest CTV trends, vertical opportunities, and advertiser priorities in planning, buying, and measuring CTV campaigns. Whether on smart TVs or other streaming devices, CTV accounts for the majority of streaming TV screen time and ad spending.
Our white paper features:
In an increasingly competitive market, CTV’s precision targeting and measurable outcomes make it a must-have channel for brands seeking to maximize reach and engagement.
Download the free report, “STREAMING TV TRENDS & OUTLOOK: The Streaming TV Playbook – Winning Strategies for Marketers in a Shifting Advertising Marketplace,” to discover the insights you need to craft a winning CTV advertising strategy.
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