
As digital advertising continues to evolve at lightning speed, staying ahead of viewer habits, emerging technologies, and shifting advertiser priorities is more crucial than ever.
At LAI Video, we’ve been at the forefront of these changes, helping brands navigate this dynamic landscape with innovative strategies and impactful storytelling. Whether you're looking to optimize engagement or reach new audiences, these 2025 trends will shape how you connect with viewers and drive results.*
In this blog, we'll explore:
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HOW AUDIENCES ARE CONSUMING
1. Streaming Dominates the Big Screen
Over 87% of viewers now prefer streaming on their TV screens, with cable households still averaging over six hours of daily TV viewing. In 2023, 88% of US households had at least one internet-enabled TV device, a record high.
2. FAST Services on the Rise
With so many platforms vying for attention, viewers prioritize quality programming and convenience. Free Ad-Supported Streaming Television (FAST) services, like Pluto, Freevee, and the Roku Channel, are gaining popularity. In fact, 93% of consumers recognize at least one major FAST service and appreciate it for its content and user experience.
3. Streaming and Podcasts Continue To Dominate
In 2024, 76% of Americans embraced streaming audio, averaging 4.5 hours of listening. Podcasts now captivate nearly 100 million weekly listeners (+31% from 2023), with ad revenue topping $2 billion and set to surpass $6 billion by 2026.
4. YouTube Takes the Lead on CTV
YouTube continues to grow as powerhouse on connected TVs. In 2024, its US CTV audience surpassed Amazon Prime Video. This year, nearly 70% of YouTube’s 248.6 million monthly viewers are expected to watch on CTVs, putting it close to Netflix’s audience size. This growth makes YouTube a prime platform for reaching large, engaged audiences through CTV ads.
HOW ADVERTISERS ARE INVESTING
1. Prioritizing Viewer Experience
Shorter ad breaks are proving to be a smart strategy, with 80% of advertisers factoring ad loads into their campaign planning. Ad breaks of two minutes or less are also preferred by viewers, leading to better viewer retention and stronger brand impact.
2. Programmatic Ads Gaining Momentum
Programmatic ad views increased by 15% last year, with independent demand soaring by 24%. As efficiency becomes paramount, advertisers are leaning heavily on programmatic solutions to simplify and scale their campaigns.
3. The Rise of Multiscreen TV Ads
Advertisers are increasing their budgets for multiscreen TV ads, recognizing the value of improved measurement and attribution across devices. This approach allows brands to reach audiences wherever they are, on any screen.
4. Data-Driven Targeting is Key
With 56% of advertisers indicating they would boost their video spend if better optimization tools were available, the importance of data and targeting tools continues to grow. First-party data and predictive models are emerging as essential solutions for addressing identity and targeting challenges.
WHAT'S NEXT IN 2025
1. Live Events & Streaming Lead the Way
Live events, especially sports, will remain a magnet for advertisers. Programmatic activation will take center stage, allowing for real-time targeting and dynamic ad placements. Programmatic and live events together offer the ability to target precise, engaged audiences at scale during a particular moment with ease of execution.
2. Enhanced Streaming Experiences Are a Must
Streaming platforms will need to step up their game to retain viewers. Enhanced content discovery, fewer disruptions, and smoother ad experiences will be essential to prevent churn and keep audiences engaged.
3. Simplicity and Transparency Drive Success
In an increasingly complex ad market, advertisers will prioritize tools and platforms that are easy to use, provide accurate data, and deliver clear performance metrics.
4. Multiscreen TV Ads Fuel the Funnel
As TV viewing spans multiple screens and platforms, multiscreen TV ads will become the cornerstone of full-funnel marketing strategies, driving awareness, engagement, and conversions across all stages of the buyer journey.
FINAL THOUGHTS
Digital advertising in 2025 is all about adapting to the viewer-first approach and leveraging cutting-edge tools to maximize impact. By understanding how audiences engage with content and staying ahead of technological trends, organizations can build campaigns that resonate, inspire, and drive results.
Ready to transform your advertising strategy? Schedule a complimentary brainstorm session with our team today!
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You can also learn more about our digital advertising services here.
*Sources:
Comcast: 2024 Comcast Advertising Report
SiriusXM Media: Streaming Industry Trends: What's in the Forecast for 2025?
EMarketer: 2025 trend: Streamers and YouTube will take pages from each other’s playbooks