These Topics Will Dominate the TV Landscape in 2025

It’s a new year, which means plenty of opportunity for growth and change in the world of TV.

Last year, the The TV industry has learned a lot in the middle of the increasing consolidation, in decreasing the prices in advance and in the modified consumption. Now, it seems that ad-supported streaming, new forms of measurement, and commercial media are poised to take center stage.

As part of ADWEEK’s ongoing outlook coverage previewing the coming year, we asked 14 TV executives, ad sales executives and insiders about what topics and trends they think will dominate the industry in 2025.

Here’s what to watch for this year in the world of TV:

Jay Askinasi, svp head of global media revenue and growth, Roku: Advertising-supported streaming TV is poised to dominate the market, capturing even more attention from the industry. We believe the upward trajectory we saw in 2024 with the Roku Channel and other ad-supported channels will continue into 2025, driving the industry toward a future where the majority of TV streaming will be free and ad-supported. As viewers increasingly embrace free, ad-supported content, we expect more services to adopt this model to meet consumer demand.

Dani Benowitz, Global and US President, Magna: There will be ongoing conversations about measurement and alternate currencies, as there are still unknowns and unanswered questions around industry players. We will see if there are more choices, established new bases, or new offers – everything remains to be seen in 2025.

Rita Ferro, president of global advertising, Disney: The notion of living and being able to truly deliver seamless experiences. What is great for the consumer is great for marketers, but we have to make it great for marketers and make it easy for marketers. It’s not super easy today, but it will get easier.

Marcy Greenberger, Chief Investment Officer, UM: Currency will continue to be a hot topic as Nielsen’s Big Data product is fully expanded and the debate about the strengths of different currencies continues.

John Halley, President, Paramount Advertising: “All media as performance media.” We have heard from our partners that volumes are increasing over the last year, and the trend is beginning to express itself in terms of advertising products and measurement preferences. The funnel was turned on its head. Content marketing is now the cry of the big media.