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ITV reported £887 million in total external revenue for Q1 2025, with 95% of ITV Studios’ annual revenue already secured. Digital viewing on ITVX rose 16%, driving a 14% increase in digital advertising revenue.

Streaming TV ad spend in the U.S. jumped 17% in 2024 to $12.9 billion, fueled by nearly 14,000 advertisers—29% more than the previous year. Two out of every three were new to streaming, contributing close to $1 billion in fresh investment.

New AA/WARC forecasts show advertising is expected to rise by 6.3% to reach £45.2bn in 2025. Further growth is forecast for 2026, with an anticipated rise of 5.6% lifting the UK ad market’s value to £47.8bn next year. Total TV spend grew by 3.8% to a total of £5.3bn last year. Channels that saw a boost in spend during 2024 included online display, which gained an overall increase of 15.1%.

Marketers are increasing investments in premium streaming environments to capitalize on audience shifts and data-driven targeting. Advancements in interactive formats and measurement tools are accelerating CTV’s role in cross-platform strategies.

In 2024, CTV ad impressions grew 18% year-over-year, but the gap between ad investment and viewership reveals an even greater opportunity ahead.