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

Streaming now grabs nearly 44% of US TV time—mostly ad-supported—and more than half of marketers expect to raise connected TV (CTV) budgets in 2025, new research from Nielsen shows. As dollars flow from linear to streaming, unified cross-channel measurement is becoming the new must-have.

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.

Studio and linear remain a dark cloud for WBD and Paramount: Revenues were down YoY for both companies, but streaming remains a beacon of hope.

Digital video ad spend will increase 14% in 2025: The IAB findings highlight advertisers’ confidence in digital video as a valuable opportunity to meet goals.

Streaming grew in March, but tariffs could threaten the CTV ecosystem: Despite upward trends, the CTV ad market could become stagnant in the year ahead.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

Ad revenues outlook declining amid economic uncertainty: The latest Magna ad sales forecast indicates several factors are at play in the downturn.

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by EMARKETER. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​

Auto brands will largely be absent from the Super Bowl: Once a stalwart of TV ad spending, carmakers are prioritizing cheaper ad channels.

DirecTV wants a piece of the post-Venu streaming world: The pay TV provider is repositioning itself, but pricing could be a hurdle.

CNBC+ is the latest attempt to bring news networks into streaming: The streaming service will launch in early 2025 as Comcast prepares to separate linear, digital assets.

Connected TV is no longer a niche ad channel—it’s the new normal. With streaming platforms adding ad-supported tiers and Amazon flooding the market with inventory, CPMs are dropping while ad opportunities expand.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.

Rx advertising surges on linear TV: We examine the top TV programs for drug ads and explore why pharma marketers are still investing in linear TV amid declining viewership.

There won’t be a Dish-DirecTV merger: Debtholders quashed the deal, which would have helped buy time to stave off linear’s decline.