US streaming TV advertising is seeing a significant influx of new advertisers and increased budgets. While Hulu maintains its ad revenue lead, a growing number of brands are diversifying their spend across multiple platforms to reach viewers.

OOH revenues hit $9.5 billion in 2025, representing 19 quarters of growth as DOOH fuels scale and measurable impact beyond screens.

Consumers turn to search engines first for answers to health-related questions, even as social, video, and AI tools gain ground. Meanwhile, streaming TV is reshaping healthcare ad reach. Digital drives health-related action—but trust gaps shadow every channel.

New shoppable placements, unified logins, and strong results tie streaming ads to measurable sales impact.

Comcast unveils Outcomes+ to streamline TV ads; AI-driven targeting and attribution aim to unify streaming and linear buys in one measurable platform.

Marketers are following audiences to streaming, yet linear remains vital for scale and outcomes.

Meta keeps Horizon alive, but marketers are moving on to genAI, CTV, and TikTok formats that deliver scale and ROI

Short-form video rules Gen Z as 85% watch weekly, fueling discovery and sales.

Disney's Oscars ad inventory cleared early at higher rates, proving live TV still commands premium demand.

Our industry KPI data shows CTV QR code scan rates falling from 0.010% to 0.004% in 2025 as ad clutter and fatigue curb second-screen action.

Digital TV dominates ad tiers, yet linear still delivers sports scale and stronger brand lift.

Black consumers are reshaping streaming, social, and shopping habits. They overindex on key platforms, embrace ad-supported CTV, and blend digital discovery with in-store buying—pushing brands to balance cultural relevance with performance-driven media.​

Total media time is increasing in each of these countries. Digital use is the underlying contributing factor, with digital video being the biggest time drain.

Fire TV's new UI weaves ads across screens, tying CTV reach to retail data and programmatic scale.

US adults will spend slightly more time on social networks this year, but social’s share of digital media time is slipping as streaming video surges.

Share of voice reshuffle favors performance as food and beverage brands retreat from TikTok and YouTube, betting on Meta’s scale and attribution edge.

Commerce powers Netflix ads with an Amazon DSP integration that gives Netflix retail-grade targeting as CTV budgets focus on outcomes.

Brands reallocate budgets to blend TV scale with targeting, but walled gardens risk eroding efficiency.

AI-optimized non-skip ads promise full views, but success hinges on premium creative, not forced frequency.