Digital Video and Forecast Trends Q4 2025

Streaming CPMs Flatten as Ad Supply Grows

Report by Ross Benes  | Dec 9, 2025
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Table of Contents
Executive Summary
CTV ad impressions keep growing
CTV ad prices will flatten
Recommendations for brands
Sources
Media Gallery
About This Report
Streaming CPMs are flattening as swelling CTV inventory reshapes pricing power and forces advertisers to rethink how they balance cost, ad clutter, and reach.
Topics
Digital Video
TV Advertising
Digital Advertising
United States
Table of Contents
Executive Summary
CTV ad impressions keep growing
CTV ad prices will flatten
Recommendations for brands
Sources
Media Gallery

Connected TV (CTV) ad supply is surging, placing downward pressure on CPMs and narrowing the spread between premium and lower-cost inventory. Advertisers must navigate cheaper reach alongside rising ad clutter to keep performance steady.

Key Question: How are CTV CPMs changing?

Key Stat: Streaming-service CPMs will average around $26 to $27 over the next few quarters, per our estimates.

US Video Streaming Ad Prices Will Stay Flat as Ad Inventory Supply Increases
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Table of Contents

  1. Executive Summary
  2. CTV ad impressions keep growing
  1. CTV ad prices will flatten
  2. Recommendations for brands
  1. Sources
  2. Media Gallery

Charts in This Report

US Video Streaming Ad Prices Will Stay Flat as Ad Inventory Supply IncreasesUS Ad Loads Will Continue to Rise Across Most Major Video Streaming Platforms
US Video Streaming Ad Prices Will Stay Flat as Ad Inventory Supply IncreasesAd Prices for Free US Streaming Services Will Remain Flat
Connected TV CPMs Tend to Cluster Near $20Upfront Ad Prices Have Fallen in Recent Years

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authors

Ross Benes

Contributors

Rahul Chadha
Director, Report Editing
Penelope Lin
Director, Data Visualization
Sakina Thanawala
Copy Editor
Matt Torpey
Senior Chart Editor
Johann Valderrama
Chart Editor
Paul Verna
VP, Content
Yoram Wurmser
Principal Analyst