CTV and streaming are changing the way viewers watch their favorite shows. The exclusive NFL stream on Netflix this Christmas averaged over 30 million viewers for each game in the double-header. (The top game of the previous year’s Christmas triple-header averaged 29 million and change on CBS.) Last year was the first year ad spend on digital video was projected higher than linear TV. Here’s how this shift will affect viewers and advertisers in 2025.
More live programming on CTV
Over the next year, momentum will continue for live programming on streaming platforms, and not just for sports.
“In 2025, streaming platforms will expand beyond live sports, offering more appointment viewing like comedy specials, concerts, political events, and even unconventional fare like hot-dog eating contests,” said Kevin Krim, CEO of ad engagement measurement company EDO. “Award shows may go streaming-exclusive, and weekly releases for scripted programming could make a comeback to sustain audience engagement. These live events highlight streaming’s unique power to create cultural moments, bringing people together in real-time and drawing advertisers to capitalize on shared experiences.”
Ad strategies leading with CTV
“The rapid consumer shift from linear TV to streaming has made connected TV (CTV) a cornerstone of modern advertising,” said Adam Roodman, GM of Yahoo DSP. “As streaming services expand their ad-supported tiers, advertisers will gain advanced control over reach, frequency, and targeting, making CTV an indispensable tool for engaging on-demand audiences.”
Top streamers like Netflix and Amazon Prime are increasing the number of ad-supported tiers, which means more places where advertisers can run contextually relevant ads.
“The CTV space is expanding rapidly, with opportunities to shift from basic app-level targeting to more advanced methods like contextual and emotional targeting based on the tone of the content itself,” said Jon Schultz, CMO of programmatic advertising company Viant Technology. “These innovations unlock smarter, safer, and more measurable campaigns that deliver greater results.”
Dig deeper: CTV ads beat mobile and desktop for viewer attention
SSPs gain an advantage
“Digital video and CTV will continue their meteoric ascent in 2025, presenting SSPs (supply-side platforms) with the opportunity to bridge the gap between supply and demand,” said Chris Hogg, Chief Revenue Officer for Lotame, an adtech company that connects with both SSPs and DSPs (demand-side platforms).
“As SSPs bolster their curation offering and make it easier to buy CTV inventory directly, and agencies slowly adapt to audience-based targeting over the traditional contextual approach of linear buys, the balance of power in the digital video landscape will tip towards SSPs,” Hogg said. “Parent companies leveraging data collaboration technologies will further accelerate this trend, unifying audiences across their subsidiaries for more detailed and scalable targeting.”
Personalizing ads with the help of AI
Streaming is cutting into linear TV’s long-time hold on live sports events. This is good news for advertisers because streaming lets them do personalization in ways that are impossible with linear TV
“[CTV] will be a key channel, with its rise in viewership leading to more targeted and measurable campaigns,” said Sujatha Gopal, Chief Technology Officer of the Communications, Media and Information Services Business Unit at TCS. “Free ad-supported TV (FAST) and OTT (over-the-top) platforms will also see significant ad-based monetization.”
Gopal added: “Software will be using AI to optimize ads in real time. This means the ads can dynamically change to deliver a more personal message. Such ads are more likely to lead to clicks, resulting in a better return on ad spend (ROAS).”
“People want to watch sports live, in real-time,” said Oz Etzioni, CEO and co-founder of digital advertising company Clinch. “And as the demand for live sports continues to rise, so does the investment in the tech that makes it possible. If people are willing to pay extra for live sports content, they’re giving you a clear signal: they want more relevant, personalized ad experiences.”
Consolidation of top shows and differentiation through FAST
“As legacy giants in the industry divest from traditional cable networks, we’ll see a consolidation in how consumers access premium CTV content,” said Aaron Grote, VP of digital products for digital marketing agency Stirista. “The most in-demand content will centralize into fewer, larger distribution points, leaving a polarized ecosystem with a dominant big head, a long tail, and far fewer mid-market players.”
“While many predict a return to a cable-like bundling model, younger generations are driving more flexible, app-based consumption habits,” said Julie Clark, SVP, media and entertainment for TransUnion. “Emerging opportunities with FAST channels like Tubi will play a crucial role in reaching consumers in more dynamic ways.”
Clean rooms help solve CTV data challenges
“Measurement will be critical, but which metrics can be trusted?” asked Travis Howe, Vice President, global head of new product solutions for Samsung Ads. “It will be the clean rooms, not necessarily the measurement companies, that will emerge as the unsung heroes…Effective campaign optimization will require a trifecta between brands, clean rooms and CTV partners with deterministic data to provide meaningful, measured results.”
Dig deeper: Data clean rooms: A beginner’s guide
The post CTV takeover: 2025 predictions appeared first on MarTech.
**Predictions for the Rise of Connected TV (CTV) in 2025**
The media and entertainment landscape has undergone a seismic shift in recent years, with Connected TV (CTV) emerging as a dominant force in how consumers access and engage with content. As we approach 2025, the growth trajectory of CTV shows no signs of slowing down. With advancements in technology, evolving consumer behaviors, and increasing investments from advertisers, the future of CTV looks brighter than ever. In this article, we’ll explore key predictions for the rise of CTV in 2025 and what it means for the broader media ecosystem.
—
### **1. CTV Will Overtake Traditional TV in Viewership**
One of the most significant trends expected by 2025 is the continued decline of traditional linear TV viewership in favor of CTV platforms. According to industry forecasts, the number of households relying solely on streaming services is set to surpass those using cable or satellite TV. This shift is driven by the flexibility, affordability, and personalized experiences offered by CTV platforms such as Roku, Amazon Fire TV, Apple TV, and smart TVs with built-in streaming capabilities.
Younger generations, in particular, are leading this transition, with Millennials and Gen Z favoring on-demand content over scheduled programming. By 2025, it is predicted that over 75% of households in developed markets will use CTV as their primary source of entertainment, further accelerating the decline of traditional TV.
—
### **2. Ad-Supported Streaming Will Dominate**
Subscription-based streaming services like Netflix and Disney+ have long been the poster children of the streaming revolution. However, the rise of ad-supported video-on-demand (AVOD) platforms is expected to take center stage by 2025. Services such as Hulu, Peacock, and Tubi have already demonstrated the viability of free or low-cost streaming supported by targeted advertising.
As inflation and economic pressures impact consumer spending, many viewers are expected to opt for AVOD services to save on subscription costs. Advertisers, in turn, are flocking to these platforms to reach highly engaged audiences with precision targeting. By 2025, AVOD is projected to account for a significant share of the CTV market, with ad revenues potentially exceeding $50 billion globally.
—
### **3. Enhanced Personalization Through AI and Data Analytics**
Artificial intelligence (AI) and data analytics will play a pivotal role in shaping the CTV experience by 2025. Streaming platforms are already leveraging machine learning algorithms to recommend content based on user preferences, viewing history, and even mood. By 2025, these capabilities will become even more sophisticated, offering hyper-personalized viewing experiences that cater to individual tastes.
For advertisers, this means unprecedented opportunities to deliver highly targeted and relevant ads. Advanced data analytics will enable brands to understand audience behavior in real-time, allowing for dynamic ad placements that maximize engagement and ROI. As a result, CTV will become a cornerstone of data-driven marketing strategies.
—
### **4. Interactive and Shoppable TV Experiences**
The convergence of e-commerce and entertainment is set to redefine the CTV landscape by 2025. Interactive and shoppable TV experiences, where viewers can engage with ads or purchase products directly from their screens, are expected to become mainstream. Platforms like Amazon Fire TV are already experimenting with this concept, and other players are likely to follow suit.
This innovation will not only enhance the viewing experience but also open up new revenue streams for content creators and advertisers. Imagine watching a cooking show and being able to instantly purchase the ingredients or cookware featured in the episode. By 2025, such seamless integrations will likely become a standard feature of CTV platforms.
—
### **5. Global Expansion of CTV**
While CTV adoption is already widespread in North America and Europe, emerging markets are poised to drive the next wave of growth. By 2025, increased internet penetration, affordable smart TVs, and the proliferation of mobile devices will fuel CTV adoption in regions like Asia-Pacific, Latin America, and Africa.
Streaming giants are already investing heavily in localized content to capture these markets. For instance, Netflix and Amazon Prime Video have ramped up production of region-specific shows and movies to cater to diverse audiences. As CTV becomes more accessible globally, it will play a crucial role in bridging cultural and geographical divides.
—
### **6. Consolidation in the Streaming Industry**
The rapid growth of CTV has led to an explosion of streaming services, creating a highly fragmented market. However, by 2025, we can expect significant consolidation as smaller players struggle to compete with industry giants. Mergers, acquisitions, and partnerships will likely reshape the streaming landscape, resulting in fewer but more robust platforms.
This consolidation will benefit consumers by simplifying the streaming experience and reducing the need for multiple subscriptions. At the same time, it will create challenges for niche players, who will need to differentiate themselves through unique content or innovative features.
—
### **7
Recent Comments