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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%.

In mature streaming markets like the U.S., U.K., and Australia, digital video now accounts for over 30% of total video viewing, whereas in Japan and Italy, traditional TV still commands over 70% of audience time. On average, viewers globally spend 80% of their time with non-premium content such as news, talk shows, local entertainment, reality TV, and unscripted formats.

The Austrian distributor, with a vast catalog of scripted and unscripted content, targets broad audiences. Armin Luttenberger, Head of Content Sales at the company, unveils the best way to navigate industry changes and shifting content demands.

Viewers spent an average of 4 hours and 35 minutes daily, generating 72.7 billion TRPs across platforms. Digital platforms captured 44% of total viewership, signaling a major shift in Ramadan content consumption habits.