US TV and Connected TV Ad Spending Forecasts H1 2025

Uncertainty Around Tariffs Could Slow CTV’s Momentum

Report by Ross Benes  | May 9, 2025
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Table of Contents
Executive Summary
CTV’s once strong ad spending outlook could get upended
Amazon is shaking up the streaming ad market
Most streaming services align on their time spent and ad revenue shares
Consumer viewing patterns will change slowly
Sources
Media Gallery
About This Report
CTV ad spending has seen double-digit growth in recent years, but tariffs and economic uncertainty could lead to a flat 2025.
Topics
Digital Video
US
Table of Contents
Executive Summary
CTV’s once strong ad spending outlook could get upended
Amazon is shaking up the streaming ad market
Most streaming services align on their time spent and ad revenue shares
Consumer viewing patterns will change slowly
Sources
Media Gallery

Streaming services are fighting each other for finite ad dollars. Competition in an already hotly contested field could intensify as a looming recession places pressure on advertising budgets.

Key Question: How would tariffs alter connected TV (CTV) ad spending in the US?

The Fast-Growing CTV Ad Market Could Become Stagnant Due to Heavy Tariffs (billions in US connected TV (CTV) ad spending, by tariff forecast scenario, 2021-2025)
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Key Stat: Severe tariffs could reduce our most optimistic outlook for US CTV ad spending by 12.4% in 2025.

This report can help you:

  • Determine market sizing (agencies and media platforms)
  • Develop media strategy and allocate budget for campaigns (brands and agencies)

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Table of Contents

  1. Executive Summary
  2. CTV’s once strong ad spending outlook could get upended
  3. Amazon is shaking up the streaming ad market
  1. Most streaming services align on their time spent and ad revenue shares
  2. Consumer viewing patterns will change slowly
  3. Sources
  1. Media Gallery

Charts in This Report

The Fast-Growing CTV Ad Market Could Become Stagnant Due to Heavy Tariffs (billions in US connected TV (CTV) ad spending, by tariff forecast scenario, 2021-2025)Amazon Prime Video Will Rival Roku's CTV Ad Share Within a Few Years of Launching Its Ad Tier (US connected TV (CTV) ad revenue penetration, Amazon Prime Video vs. Roku, 2023-2027)
US Connected TV (CTV) Time Spent vs. Share of Ad Revenues, 2024 (% of total CTV time spent and ad revenues)Traditional TV Still Has the Most Time Spent With Video, but Subscription OTT Is Getting Closer (% of total time spent with video by US adults, by select major media, 2020-2026)
As Competition Intensifies, Early Leaders Netflix and Hulu Are Losing Share (% of total time spent with subscription OTT video by US adults, by platform, 2021-2026)

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authors

Ross Benes

Contributors

Rahul Chadha
Director, Report Editing
Ethan Cramer-Flood
Jasmine Enberg
Vice President and Principal Analyst
Chris Keating
Emma Noyes
Graphic Designer, Data Visualization
Naomi Rebuelta
Copy Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst