7 CTV Trends to Watch in 2025

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Streaming is everything these days. From live TV to prime time sporting events, streaming services are causing many people to cut ties with traditional satellite and cable TV. To take advantage of large audiences on streaming platforms, you need a strong connected TV (CTV) advertising strategy, and we’ve got the 2025 CTV trends to help you build a campaign that succeeds.

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7 CTV advertising trends for 2025
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7 CTV advertising trends for 2025
Whether you’re just starting your campaign or looking to dentist database your current strategy, these CTV trends for 2025 are the perfect jumping-off points for success:

Viewership is growing
CTV ads are more interactive
Omnichannel strategies are key
CTV ad spend is increasing
Attribution tracking is more advanced
CTV ad targeting is getting more precise
Privacy is golden
1. Viewership is growing
As more platforms becoming available, more people are opting to ditch cable and satellite subscriptions in favor of streaming subscriptions. In fact, over 58% of US adults use CTV devices to stream their favorite shows, movies, and live events.

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Raeann W.
WebFX Social and Media Consultant
“With consumers shifting away from traditional cable, CTV presents a growing opportunity to reach audiences where they are streaming. Since CTV ads run on the largest screen in the home, increasing visibility and the likelihood of reaching multiple decision-makers within a family.”

This migration to streaming has prompted many platforms like Hulu and Disney+ to offer streaming bundles, or access to multiple platforms at a discounted price. These lower-cost options mean more people are opting in to new streaming platforms at base plans, where they’ll see ads throughout their content streaming.

If your target audience falls into this category, now is the time to invest in CTV advertising to take advantage of this large (and growing) opportunity to attract new leads at the discovery stage.

2. CTV ads are more interactive
interactive walmart ctv ad on roku device

Another CTV trend on the rise is the increase in ad options and capabilities. CTV ads are becoming more interactive, allowing for a more engaging, less passive ad experience. With shoppable CTV ads, viewers can directly engage with ad material and shop directly within the device.

3. Omnichannel strategies are key
One of the appeals of CTV advertising is that it can fit seamlessly with existing marketing strategies. For that reason, omnichannel campaigns are expected to be a significant CTV trend in 2025.

Advertisers can use the same audience data used in mobile video or display ad campaigns and apply that to their CTV ads. This way, adding CTV to cross-channel campaigns requires no additional setup. By incorporating CTV into your existing marketing strategies, you can showcase consistent brand messaging and more compelling customer journey across multiple channels.

4. CTV ad spend is increasing
As viewership grows, more and more advertisers are shifting their budgets to increase their CTV ad spend. CTV viewership and ad spend are surpassing pandemic levels, a time when binge-streaming was a norm. This year, it’s predicted at least five US businesses will see over $1 billion in CTV revenue, up from two in 2020.

netflix ad tier

Overall, US CTV ad spend is expected to hit almost $29 billion by the end of this year. With streamers like Netflix and Amazon Prime Video introducing ad-supported subscription tiers and defaulting existing users to them, it’s safe to predict CTV ad spend (and viewership) will see continued growth in 2025.

5. Attribution tracking is more advanced
New technology allows advertisers to understand how their CTV ads influence customer behavior. With new innovations to CTV advertising methods, ways to track campaign performance are emerging.

CTV advertisers can directly match sales data with exposure to ads to learn in-depth insights about the success of their campaigns. Best of all, you can monitor how people are moving through the sales funnel and identify points of origin for better campaign optimizations.

6. CTV ad targeting is getting more precise
The growth of CTV advertising has also led to another key trend — better ad targeting and personalization. CTV ad platforms offer enhanced targeting options for more precise campaigns tailored toward specific audience segments. As a result, more personalized campaigns are emerging, and the need for increased targeting options is growing.