CTV takeover: 2025 predictions

CTV and streaming are changing the way viewers watch their favorite shows. Netflix’s exclusive NFL coverage averaged more than 30 million viewers for each game of the doubleheader this Christmas. (The best game of last year’s Christmas triple header averaged 29 million and change on CBS.) Last year was the first year Advertising spending on digital video is projected to be higher than on 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 for sports.

“In 2025, streaming platforms will expand beyond live sports, offering more viewing slots like comedy specials, concerts, political events and even unconventional fare like hot dog eating contests,” said Kevin Krim, CEO ad engagement measurement company EDO. “The awards could be exclusive to streaming and weekly editions of the stage program could be brought back to maintain audience engagement. These live events highlight the unique power of streaming to create cultural moments, bringing people together in real time and attracting advertisers to capitalize on shared experiences.”

Advertising strategies lead with CTV

“The rapid consumer shift from linear television to streaming has made connected television (CTV) a cornerstone of modern advertising,” said Adam Roodman, director of Yahoo DSP. “As streaming services expand their ad-supported tiers, advertisers will gain advanced control over reach, frequency and targeting, making CTV an indispensable tool for on-demand audience engagement.”

Top 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 expanding 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, CMO of programmatic advertising firm Viant Technology. “These innovations unlock smarter, safer and more measurable campaigns that deliver better results.”

Dig deeper: CTV ads beat mobile and desktop ads for viewer attention

SSPs get priority

“Digital video and CTV will continue their meteoric rise in 2025, presenting SSPs (supply-side platforms) with an opportunity to bridge the gap between supply and demand,” said Chris Hogg, director of revenue for Lotame, an adtech company that connects si SSP and DSP (Demand Side Platforms).

“As SSPs ramp up their curation offerings and facilitate the direct purchase of CTV inventory, and agencies slowly adapt to audience-based targeting instead of the traditional contextual approach of linear buying, the balance of power in the digital video landscape will shift toward SSPs,” said Hogg . “Parent companies using data collaboration technologies will further accelerate this trend, unifying audiences across their affiliates for more granular and scalable targeting.”

Personalization of ads with the help of AI

Streaming taps into the long-standing role of linear television in live sporting events. This is good news for advertisers because streaming allows them to personalize in ways that are impossible with linear TV

“[CTV] will be a key channel, with increased viewership leading to more targeted and measurable campaigns,” said Sujatha Gopal, Chief Technology Officer, Communications, Media and Information Services business unit at TCS. “Ad-supported free-to-air TV (FAST) and OTT (over-the-top) platforms will also see significant ad-based monetization.”

Gopal added, “The software will use AI to optimize ads in real time. This means that ads can dynamically change to deliver a more personal message. Such ads are more likely to lead to clicks, resulting in a better return on ad investment (ROAS).”

“People want to watch sports live, in real time,” said Oz Etzioni, CEO and co-founder of digital advertising firm Clinch. “As demand for live sports grows, so does investment in the technology that makes it possible. If people are willing to pay extra for live sports content, they’re giving you a clear signal: they want more relevant, personalized ad experiences.”

Consolidation of premium shows and differentiation through FAST

“As the industry’s legacy giants break away from traditional cable networks, we will see consolidation in how consumers access premium CTV content,” said Aaron Grote, vice president of digital products for digital marketing agency Stirista. “The most in-demand content will be centralized into smaller, larger distribution points, leaving a polarized ecosystem dominated by the big head, the long tail, and far fewer mid-market players.”

“While many predict a return to a cable-like connectivity model, younger generations are implementing more flexible, app-based consumer habits,” said Julie Clark, SVP, media and entertainment for TransUnion. “The opportunities that arise with FAST channels like Tubi will play a key role in reaching consumers in more dynamic ways.”

Cleanrooms help resolve CTV data issues

“Measurement will be critical, but which indicators can be trusted?” asked Travis Howe, vice president, global head of new product solutions for Samsung Ads. “Cleanrooms, not necessarily measurement companies, will be the ones to emerge as the unsung heroes… Effective campaign optimization will require a trifecta of brands, cleanrooms and CTV partners with deterministic data to deliver meaningful, measurable results.”

Dig deeper: Data Cleanrooms: A Beginner’s Guide