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EMARKETER

US TV and Connected TV Ad Spending Forecasts H2 2025

Mergers Poised to Shake Up Video Ad Spending

Report by Ross Benes  |  Oct 31, 2025
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Table of Contents
Executive Summary
Mergers and streaming integrations will remake the streaming landscape
Traditional TV still carries weight for most ad spending categories
Implications for marketers
Sources
Media Gallery
About This Report
Big media acquisitions and streaming integrations will contribute to consolidation in connected TV (CTV) ad spending.
Topics
Connected TVs
United States
Table of Contents
Executive Summary
Mergers and streaming integrations will remake the streaming landscape
Traditional TV still carries weight for most ad spending categories
Implications for marketers
Sources
Media Gallery

Big media mergers and streaming services combining forces could lead to connected TV (CTV) ad budgets becoming more concentrated. On a by-industry basis, automotive and financial services continue to lean harder on traditional TV than CTV, while retail leads ad spending in both channels.

Key Question: How will mergers and streaming service consolidations affect CTV ad revenues?

Key Stat: Hulu’s integration with Disney+ in 2026 could push the combined service’s annual US ad revenues past $3 billion by the end of our forecast period.

Integrating With Hulu Will Put Disney+'s Ad Revenues Ahead of Netflix
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Table of Contents

  1. Executive Summary
  2. Mergers and streaming integrations will remake the streaming landscape
  1. Traditional TV still carries weight for most ad spending categories
  2. Implications for marketers
  1. Sources
  2. Media Gallery

Charts in This Report

Integrating With Hulu Will Put Disney+'s Ad Revenues Ahead of NetflixIntegrating With Hulu Will Put Disney+'s Ad Revenues Ahead of Netflix
Mergers Could Link HBO Max to a Much Greater Share of CTV Ad SpendingThe "Other" Category Spends the Largest Share of Its Ad Total on TV, Thanks to Political Ad Spending
Automotive, Media, and Financial Services Lean Harder on Linear TV Than on Streaming Video

authors

Ross Benes

Contributors

Rahul Chadha
Director, Report Editing
Vivian Dong
Forecasting Analyst
Sakina Thanawala
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Max Willens
Yoram Wurmser
Principal Analyst
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