The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour—up from 2 to 3.5—placing it alongside Hulu and Paramount+ in volume. This aligns with Amazon’s effort to scale its connected TV inventory and offers buyers greater reach. Our take: The added ad time could shift Prime Video’s role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.

Connected TV (CTV) is booming in households and becoming significantly more important for advertisers.

The news: Dick’s Sporting Goods’ retail media arm, Dick’s Media, is partnering with Roku to bring its shopper data to connected TV, per Adweek. Our take: Dick’s sees retail media as a long-term growth engine, and its partnership with Roku should enhance its ability to compete with larger players by combining rich loyalty data with precise streaming insights. While Dick’s Media already offered brands a robust mix of in-store and digital ad opportunities, the expanded Roku partnership enables more targeted, measurable, and high-impact campaigns—especially as connected TV becomes a core pillar in the modern advertising mix.

The news: Amazon’s Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon’s shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale—it’s redefining what CTV access looks like in 2025.

The news: National TV ad revenues will fall 11.4% this year, hitting $35.3 billion, while streamers are expected to rise 26% to $7.8 billion, per a Madison and Wall projection reported by MediaPost. Our take: Advertisers should continue shifting strategies to align with viewing habits and consumer behaviors—but remain cautious about complete CTV adoption, as opaque ad placements and looming economic pressures spell an uncertain future.

The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising’s future at its IAB Tech Lab event—and proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action—but advertisers must reimagine their creative strategy to capitalize on this potential.

There are now more than 80 retail media networks (RMNs) in the US. The volume of RMNs, combined with the dominance of Amazon and other established competitors, makes it challenging for new and niche RMNs to capture share.

Disney introduces perks programs for Disney+, Hulu: The programs aim to entice new subscribers and keep existing subscribers around if budgets tighten.

Prime Video offers show-level ad reporting: The move positions it as a testing ground for streaming’s evolution, where transparency matters as much as viewer data.

Fubo debuts biddable pause ads: The move is the first time a CTV platform has offered biddable pause ads, but will require rapid scaling to remain effective.

Inside Amazon’s partnerships with InfoSum and Magnite: The new integrations highlight Amazon’s goal to be an essential platform for advertisers.

MNTN debuts as a public company with a $1.6 billion valuation: Its performance-focused CTV adtech aims to bring small businesses into streaming.

54% of global marketers are slashing ad spend, says Nielsen: The need for adaptability, rather than bigger budgets, is more prominent than ever.

YouTube introduces new offerings for ads, podcasts: The platform aims to highlight its ability to reach audiences with unmatched versatile content options.

Netflix's ad tier reaches 94 million as it looks to genAI to continue its trajectory: The data suggests Netflix is positioned for sustained streaming market leadership.

Walmart’s Q1 ad revenues surged 50% year over year: Vizio’s integration is powering its leap into connected TV and retail media dominance.

YouTube strikes deal to broadcast first game of the NFL season: The move responds to fans embracing digital for sports and presents an opportunity for advertisers.

FAST shows no signs of slowing down: From the Roku Channel to Tubi, FAST continues a path of acceleration that will be bolstered by economic uncertainty.

Amazon debuts three new CTV ad formats: The updates are part of Amazon’s Prime Video ads push and promise to help brands reach highly engaged audiences.

After last quarter’s rare miss, The Trade Desk delivers: Strong earnings and UID2 adoption signal confidence for 2025 and beyond.