Events & Resources
Topics
See All Topics →Latest Articles
Explore our Research →TV ads top the charts for purchases, and for annoyance
Roku City brings the Olympic Village to CTV
B2B tech CMOs say traditional search is already failing them
Gen Z poses a subprime risk even as it drives loan growth
Figure’s data breach points to imperatives for consumer trust
It’s never too early: What’s ahead for the 2026 holiday season
Gen Z and millennial bank customers are more similar—and different—than you think
How Symetra is using the Olympics to reposition retirement
Consumers doubt AI content, raising brand trust stakes
Target leans on Levi’s to reclaim style credibility
About
US TV and Connected TV Ad Spending Forecasts H2 2025
Mergers Poised to Shake Up Video Ad Spending
Big media mergers and streaming services combining forces could lead to connected TV (CTV) ad budgets becoming more concentrated. On a by-industry basis, automotive and financial services continue to lean harder on traditional TV than CTV, while retail leads ad spending in both channels.
Key Question: How will mergers and streaming service consolidations affect CTV ad revenues?
Key Stat: Hulu’s integration with Disney+ in 2026 could push the combined service’s annual US ad revenues past $3 billion by the end of our forecast period.
%20scale(0.100000,-0.100000)%22%0A%20%20fill=%22%23000000%22%20stroke=%22none%22%3E%0A%20%20%3C/g%3E%0A%3C/svg%3E%0A)
Clients can find the full version of this chart later in the report.
authors
Ross Benes
Contributors
- Rahul Chadha
- Director, Report Editing
- Vivian Dong
- Forecasting Analyst
- Sakina Thanawala
- Copy Editor
- Matt Torpey
- Senior Chart Editor
- Emman Velasco
- Chart Editor
- Max Willens
- Yoram Wurmser
- Principal Analyst
Access All Charts and Data
Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry
Contact Us →
Worldwide HQ
One Liberty Plaza9th FloorNew York, NY 100061-800-405-0844
Sales Inquiries
1-800-405-0844sales@emarketer.com