CTV and streaming are changing the way viewers watch their favorite shows. The exclusive NFL stream on Netflix this Christmas averaged more than 30 million viewers for each game of the doubleheader. (The best match from the previous year’s Christmas triple header averaged 29 million and change on CBS.) Last year was the first year ad spending for digital video was projected higher than for linear television. Here’s how this change will affect viewers and advertisers in 2025.
More live programming on CTV
Over the next year, momentum will continue for live programming on streaming platforms, and not just sports.
“By 2025, streaming platforms will expand beyond live sports, offering more appointment viewing like comedy specials, concerts, political events and even unconventional fare like competitions. hot dog tasting,” said Kevin Krim, CEO of ad engagement measurement company EDO. “Award shows could become exclusive to streaming, and weekly scripted program releases could make a return to keep audiences engaged. These live events highlight the unique power of streaming to create cultural moments, bringing people together in real time and inspiring advertisers to capitalize on shared experiences.
Leading Advertising Strategies with CTV
“Consumers’ rapid shift from linear television to streaming has made connected television (CTV) the cornerstone of modern advertising,” said Adam Roodman, general manager of Yahoo DSP. “As streaming services expand their ad funding levels, advertisers will benefit from advanced control over reach, frequency and targeting, making CTV an indispensable tool for engaging audiences on demand.”
Major streamers like Netflix and Amazon Prime are increasing the number of ad-supported tiers, which means more places where advertisers can show contextually relevant ads.
“The CTV space is growing rapidly, with opportunities to move from basic app-level targeting to more advanced methods like contextual and emotional targeting based on the tone of the content itself,” said Jon Schultz , chief marketing officer of programmatic advertising company Viant Technology. “These innovations unlock smarter, safer, more measurable campaigns that deliver better results. »
Dig Deeper: CTV Ads Outperform Mobile and Desktop for Viewer Attention
SSPs have an advantage
“Digital video and CTV will continue their meteoric rise in 2025, providing SSPs (supply-side platforms) with the opportunity to close the gap between supply and demand,” said Chris Hogg, chief revenue officer of Lotame, a ad tech company that connects with both SSPs and DSPs (demand-side platforms).
“As SSPs strengthen their curation offering and make it easier to buy CTV inventory directly, and agencies slowly adapt to audience-based targeting versus the traditional contextual approach of linear buying, the balance of power in the digital video landscape will tilt in favor of SSPs.” Hogg said. “Parent companies leveraging data collaboration technologies will further accelerate this trend, unifying their subsidiary audiences for more detailed and scalable targeting. »
Personalize Ads Using AI
Streaming is reducing linear television’s long-standing hold on live sporting events. That’s good news for advertisers, because streaming allows them to personalize in a way that’s not possible with linear TV.
“[CTV] will be a key channel, with an increase in its audience leading to more targeted and measurable campaigns,” said Sujatha Gopal, chief technology officer of the communications, media and information services business unit at TCS. “Ad-supported free TV (FAST) and over-the-top (OTT) platforms will also see significant ad-based monetization. »
Gopal added, “The software will use AI to optimize ads in real-time. This means ads can change dynamically to convey a more personal message. Such ads are more likely to generate clicks, resulting in a better return on ad spend (ROAS).
“People want to watch sports live, in real time,” said Oz Etzioni, CEO and co-founder of digital advertising company Clinch. “And as the demand for live sports continues to increase, so does the investment in the technology that makes it possible. If people are willing to pay a premium for live sports content, they’re sending you a clear signal: they want more relevant and personalized ad experiences.
Consolidation of the best trade shows and differentiation thanks to FAST
“As legacy industry giants divest from traditional cable networks, we will see a consolidation in how consumers access premium CTV content,” said Aaron Grote, vice president of digital products for the agency. digital marketing Stirista. “The most in-demand content will be centralized in fewer and larger distribution points, leaving a polarized ecosystem with a dominant big head, a long tail and far fewer mid-sized players.”
“While many predict a return to a cable-like bundling model, younger generations are adopting more flexible, app-based consumption habits,” said Julie Clark, senior vice president, media and entertainment at TransUnion. “Emerging opportunities with FAST channels like Tubi will play a crucial role in reaching consumers more dynamically. »
Clean Rooms Help Solve CTV Data Problems
“Measures will be essential, but which measures can we trust? » asked Travis Howe, vice president and global head of new product solutions for Samsung Ads. “It will be the cleanrooms, not necessarily the measurement companies, that will emerge as the unsung heroes… Effective campaign optimization will require a trifecta of brands, cleanrooms and CTV partners with deterministic data to deliver meaningful results and measures.
Dig Deeper: Data Cleanrooms: A Beginner’s Guide
