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Learn More →US TV and Connected TV Ad Spending Forecasts H1 2025
Uncertainty Around Tariffs Could Slow CTV’s Momentum
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Table of Contents
Executive Summary
CTV’s once strong ad spending outlook could get upended
Amazon is shaking up the streaming ad market
Most streaming services align on their time spent and ad revenue shares
Consumer viewing patterns will change slowly
Sources
Media Gallery
About This Report
CTV ad spending has seen double-digit growth in recent years, but tariffs and economic uncertainty could lead to a flat 2025.
Table of Contents
Executive Summary
CTV’s once strong ad spending outlook could get upended
Amazon is shaking up the streaming ad market
Most streaming services align on their time spent and ad revenue shares
Consumer viewing patterns will change slowly
Sources
Media Gallery
Streaming services are fighting each other for finite ad dollars. Competition in an already hotly contested field could intensify as a looming recession places pressure on advertising budgets.
Key Question: How would tariffs alter connected TV (CTV) ad spending in the US?
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Key Stat: Severe tariffs could reduce our most optimistic outlook for US CTV ad spending by 12.4% in 2025.
This report can help you:
- Determine market sizing (agencies and media platforms)
- Develop media strategy and allocate budget for campaigns (brands and agencies)
authors
Ross Benes
Contributors
- Rahul Chadha
- Director, Report Editing
- Ethan Cramer-Flood
- Jasmine Enberg
- Vice President and Principal Analyst
- Chris Keating
- Emma Noyes
- Graphic Designer, Data Visualization
- Naomi Rebuelta
- Copy Editor
- Matt Torpey
- Senior Chart Editor
- Emman Velasco
- Chart Editor
- Yoram Wurmser
- Principal Analyst
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