Key stat: By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

Beyond the chart:

• As its viewership continues to fall, linear TV ad prices are declining after years of growth, based on our forecast.
• CTV's ad spend is expected to reach $33.35 billion in 2025, according to our November forecast.
• Social ad CPMs are rising, with TikTok coming in with the highest growth, per our Q3 2024 KPI forecast.

Use this chart: Marketers can take advantage of the dip in streaming and linear TV costs to

offset the increasing cost of social ads.

Related EMARKETER reports:

• Digital Video Forecast and Trends Q3 2024 (EMARKETER subscription required)
• 7 Charts That Define Digital Markets in 2024 and Beyond (EMARKETER subscription required)

Note: All numbers are EMARKETER estimates.

Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from first-party benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders.