US President Donald Trump’s tariffs could threaten CTV’s status as one of the fastest-growing digital advertising channels. The wide-ranging effects could derail upfront negotiations, contribute to ad spending cuts, and make it more expensive to produce movies and shows. Brands and media platforms should lean on their strengths to work through adversity.

Key Question: How will tariffs affect CTV advertising?

Key Stat: Tariffs could reduce our 2025 US CTV ad spending forecast by up to $4.16 billion.

This report can help you:

• Develop media strategy and allocate budget for campaigns (agencies and brands)
• Showcase opportunities to customers (media platforms)

In this report, we model three potential outcomes for US social network ad spending, based on the severity of tariffs, to show how ad spending could shift.