As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

YouTube tops TV rankings: Nielsen’s February data shows YouTube capturing 11.6% of TV viewing, overtaking Disney and redefining the streaming landscape.

Perplexity’s new ad makes Google a target: The company’s biggest ad yet, led by “Squid Game” star Lee Jung-jae, could continue the push toward a more divided AI market.

FAST streaming is growing fast: The number of active channels has nearly doubled in several key markets, with the US showing the most growth, but user experience remains key.

Super Bowl LIX sets new all-time viewership record: The game averaged 126 million viewers across TV and digital platforms, a 2% increase from last year, with streaming playing a major role in its success.

Fox acquires Red Seat Ventures: As audiences shift from traditional TV, The company is expanding its digital-first media push.

Tubi will get a big boost from a free Super Bowl broadcast: Fox is looking to grow its FAST service with free access to the big game.

Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.

CTV inventory has surged, but the linear TV ad market remains much larger.

Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.

The 14th annual Global Media Intelligence Report details time spent with media, adoption of emerging formats, and device ownership in key markets around the world.

Fox boosts ad tech capabilities: New ad sales team focuses on data-driven solutions to optimize ROI for advertisers.

As 2024 heads into the last quarter, the tech and media landscapes face pivotal shifts. From a potential AI backlash to new Google consent workflows, and TikTok’s future, these medium-term predictions, shared by our analysts on a recent two-part episode of EMARKETER’s “Behind the Numbers” podcast, spotlight the challenges and opportunities that may lie ahead.

In part one of this two-part podcast episode, we discuss some medium-term predictions that are too specific to be 100% certain about but could still come true, including: why the sentiment towards GenAI might turn, what to expect from Google’s new consent workflow now that it is not phasing out third-party cookies from Chrome, and why Tubi might be about to leapfrog Hulu, Disney+, and Peacock. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell-Wolf, and Max Willens.

The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

Advertisers and tech vendors look to capitalize on CTV’s growing importance in digital advertising.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Can Tubi break into a tight UK streaming market? The Fox-owned service launched in the UK last week hoping to capitalize on a turn toward cheaper streaming options.