Silver Ant Marketing
1 min read Streaming Ads Overtake TV – CTV/OTT Growth Shock
Connected TV (CTV) and over-the-top (OTT) streaming are overtaking traditional broadcast. CTV/OTT ad spend is forecast to grow 29.3% in 2025, while 73.6% of U.S. viewers are on ad-supported streaming platforms (TV Technology, 2025). Nielsen also reports that streaming now accounts for 43.8% of U.S. viewing time, a sharp rise over two years (Nielsen, 2025).
Agency Action Plan:
Shift budgets from linear TV into streaming for better ROI.
Use audience data for precision targeting.
Experiment with interactive and shoppable formats.
