YouTube’s strength is that it’s many things to many people. But that also makes it harder for marketers to reach audiences on the platform. This report outlines YouTube’s challenges and explains how marketers can make the most of the YouTube opportunity.

The news: A report from DoubleVerify unveiled insights on the state of the digital ad landscape as audiences and brands go digital-first. More than three-quarters (77%) say short-form vertical videos (think Reels) perform better than marketers’ campaign baselines, while 75% say the same for social media feeds, 69% for connected TV (CTV), 67% for commerce media networks, and 58% for audio and podcasts. Our take: As time spent with digital grows, advertisers are pushed to invest—but with ad blockers and brand safety remaining concerns, advertisers must rethink how they earn attention and invest in meaningful, trustworthy, and well-placed experiences.

The news: Netflix and Fox are closing Upfronts on a high note, with ad success driven by live sports and original programming. Netflix anticipates that it will “roughly double” its ad revenues in 2025 from 2024 after a strong second quarter. Our take: Netflix’s and Fox’s success underscores that high-quality, tentpole programming still commands advertiser trust even as broader ad growth slows. Live sports remains a critical touchpoint for advertisers, delivering consistent audience growth and high engagement and attention. Channels that invest in sports—whether streaming or linear—will attract interest.

The news: Pause ads are gaining momentum as a promising format that boosts the potential of connected TV (CTV) ads to capture user attention, per findings from a Magna and DirecTV study. Our take: While pause ads promise potential, advertisers must implement strategies that increase their’ appeal to drive measurable outcomes. Viewers across age groups prefer pause ads that offer the ability to save offers/reminders. And younger generations favor pause ads that have clickable buttons linking to the brand’s site or app (53% for Gen Z and 50% for millennials) or that offer scannable QR codes.

The news: CBS is ending “The Late Show with Stephen Colbert” next year, an announcement the titular host made during taping for his Thursday show, sparking controversy and speculation. The move came days after Colbert criticized CBS parent company Paramount on air, saying it paid a “big fat bribe” when settling a lawsuit with Trump worth $16 million. Our take: Though politics and Paramount’s sink-or-swim pending merger may have influenced the swiftness of “The Late Show” cancellation, the ultimate cause likely boils down to the traditional TV model floundering.

NBCUniversal wrapped its 2025–26 Upfront with its highest ad sales volume in history, fueled by live events like the Olympics, FIFA World Cup, and Super Bowl LX. Sports volume rose 45% year over year, while Peacock grew 20%, now representing nearly a third of NBCU’s total Upfront commitments. Over $1 billion came from programmatic demand, with a 60% shift toward advanced audience buying. In a year where industry-wide Upfront spend is expected to shrink, NBCU’s performance showcases the power of premium content, audience precision, and diversified ad tech. Small business gains and cross-channel strategies helped NBCU stand out in a cautious market.

“The lines between social media and CTV are blurring, with more people watching social videos and creator content on TV sets,” said our analyst Jasmine Enberg. “Marketers must break down the silos between media and creative and think more holistically about their video strategies.”

The news: Streaming’s share of television usage skyrocketed to 46% in June, while time spent with streaming increased 5.4% versus May, per Nielsen’s Total TV/Streaming Snapshot. Streaming was far above cable (23.4%) and broadcast (18.5%), growing nearly 6% YoY compared with June 2024. Our take: Advertisers are navigating a challenging landscape where connecting with broad audiences necessitates investment in a format that has yet to prove its ability to drive action. A diversified approach is key. While attention and dollars are shifting toward CTV, advertisers can’t discount the effectiveness of traditional formats.

The news: The battle for streaming dominance is heating up between Netflix and YouTube, as both look to assert themselves in an increasingly crowded field. The platforms accounted for 20% of all TV viewing time in May, per Nielsen data. Our take: YouTube’s appeal as a (mostly) free platform means it’ll likely continue its dominance—but all hope isn’t lost for Netflix, which continues to lead in paid streaming offerings. YouTube’s ad-supported free model reinforces its lead against Netflix—but Netflix can compete better if it can justify its premium price with exclusive content and an improved user experience.

Samsung Ads has launched Mobile Conversion, a new tool designed to drive mobile app installs by linking CTV ad exposure to in-app behavior. Using AI, real-time engagement signals, and partnerships with attribution platforms like AppsFlyer and Adjust, Samsung enables advertisers to target high-intent users and dynamically optimize campaigns. Early results show up to 150% gains in Day 7 ROAS. The product leverages Samsung’s massive device footprint and runs on premium inventory, including Samsung TV Plus. While starting with gaming, Mobile Conversion will soon extend to verticals like retail and finance—making CTV a legitimate player in the performance marketing toolkit.

The news: Out-of-home (OOH) and TV advertising are outperforming popular channels like connected TV (CTV) and digital across metrics, per a five-year study from Clear Channel Outdoor and Kantar. Our take: OOH and TV advertising will continue playing a critical role in an effective omnichannel strategy, and the most savvy advertisers will recognize the enduring effectiveness of these channels for reaching key audiences when they’re likely to purchase.

US adults will spend an average of 2 hours and 29 minutes (2:29) per day watching traditional TV in 2025, more than any other media activity, per our May 2025 forecast.

The trend: Most healthcare and pharma marketers plan to increase their CTV/over-the-top (OTT) spending in the next year, according to Nielsen’s Global Annual Marketing Survey. Our take: CTV’s gain of healthcare and pharma ad dollars isn’t necessarily linear TV’s loss. Campaign strategies for linear should focus on brand awareness, while CTV allows drug ads to be highly targeted.

The news: As the 2025 economy tightens under the pressure of tariffs, AI disruption, and shifting global trade policy, brands are embracing adaptability. Retail growth forecasts have been slashed, inflation-wary consumers are scaling back, and even luxury sentiment is weakening. Our take: Resilient brands are leaning into agile planning, reallocating media spend to ROI-focused channels like search and digital out-of-home, and anchoring value in trust and quality—not just price. As emotional volatility shapes consumer decisions, marketers who show relevance and reassurance will lead. The brands that win won’t wait for stability—they’ll build strategies that succeed amid constant change.

The news: Linear ad impressions declined 4.25% YoY in Q1, falling from about 92% of impressions in early 2023 to around 86% in March 2025, per iSpot’s Q1 TV Ad Transparency Report. But despite the decline, linear ad spend grew 4% in Q1, reaching $12.34 billion—indicating that while audience preferences are shifting, advertiser interest in linear remains steady. Our take: The most effective ad strategies will strike a balance between sustaining investment in linear to capitalize on its scale and reliability, and steadily increasing investment in streaming to align with evolving viewer behavior and future-proof campaign performance.

The news: Connected TV (CTV) commands higher attention metrics (AU) than online video (OLV) and display advertising thanks in part to its wide variety of interactive ad formats, per industry KPI data provided by Adelaide. Our take: CTV's growing attention metrics reflects its shift toward becoming a performance marketing channel

Total time spent with media per day in the US is no longer growing meaningfully, but there will still be significant churn between devices, activities, and platforms as consumers choose how to spend their time.

At Cannes Lions 2025, commerce media partnerships once again reigned supreme. Once the domain of digital shelf tactics and retail data, commerce media is now reshaping how brands show up across social platforms, connected TV (CTV), and in-store displays. This year’s festival offered a glimpse into a more integrated, AI-driven future—one where conversational ads, programmatic pipes, and real-world touchpoints blur the lines between media and purchase.

On today’s podcast episode, we discuss the battle between linear TV and CTV, one mobile device metric that is going down, and a surprising finding about which age group uses YouTube the most. Join Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.