The news: CTV QR code scan rates notably declined between H1 and Q4 2025, according to our industry KPI data provided by BrightLine.

Scan rates were 0.010% between Q1 and Q2 2025. That figure declined to just 0.004% in Q4—indicating waning second-screen engagement.

Why it matters: QR codes, previously thought of as a key driver of CTV ad engagement, may be difficult to sustain at scale as the streaming ecosystem grows crowded and once-novel ad formats become the standard.

• The timing coincides with holiday-driven CTV impression growth, rising ad loads across streaming platforms, and the expansion of native, immersive ad formats—meaning QR overlays are operating in a highly competitive environment.
• As the streaming landscape becomes saturated with ads, viewers are becoming less tolerant and willing to pull out their phones to respond—indicating that brands who rely on consumers to take an external action may fall behind.

How platforms are evolving: Major streamers are looking to combat declines in scan rates by investing in shoppable, pause-based formats that act as built-in commerce tools rather than external scan mechanics.

• Amazon is leveraging its retail media strength with Prime Video, connecting streaming exposure directly to commerce outcomes. Its unique commerce data enables refined audience targeting, allowing advertisers to connect video exposure to shopping behavior.
• Prime Video is combatting ad overload by investing in interactive formats that prompt viewers to add items to their Amazon cart.
• YouTube is helping popularize pause ads and living-room shoppable formats like YouTube Shopping, which allows select creators to sell products within their videos.
• Roku is expanding its performance CTV capabilities through initiatives like a partnership with iSpot for advanced attribution. It also maintains a deal with Amazon that allows advertisers to buy Roku inventory through Amazon’s DSP.

Implications for marketers: The decline in QR code scans indicates the need to shift to native engagement opportunities. As CTV becomes the standard for TV viewing, higher ad loads necessitate that marketers find more effective ways to engage and convert viewers into buyers.

Using integrated formats that don’t require second-screen behavior will potentially drive more consistent performance as CTV impressions grow. Strengthening creative integration and ensuring ads offer clearer incentives will boost engagement.