The State of CTV in 2025 - The Good, The Bad And The Downright Wrong.
- Origin
- Jul 16
- 4 min read
Every now and then, it's important to run an 'audit' on the current state, stability and safety of something - especially when it underpins the very existence of what you are here to do. At Origin, we are the trusted stewards of our clients' money and it is our responsibility to seek out what's right about the CTV ad industry as well as what's wrong, so that we can continue to protect the investments we make on behalf of our clients and serve every impression effectively, even if it digs into the profit we make.
Without any further ado, here is a very short roundup of how things look today at a high level.
The Good
Surging Adoption & Ad Spend
CTV worldwide continues its meteoric rise: ad impressions grew ~66% year-over-year in 2024, fueled by rapid uptake in emerging markets including Indonesia, Singapore and the Netherlands. In the U.S., CTV ad spend is projected to hit over $33 billion in 2025, up ~16% from last year and it is worth noting that major players including Peacock, Netflix, Roku, Amazon, YouTube and Hulu all surpassed the billion-dollar mark in ad revenue in 2024.
Investment Budgets Going Mainstream
Innovation is everywhere:
Dynamic creative messaging has gone from being a novelty to being an expectation among the more progressive brands.
Performance-based outcomes is no longer a dream; it's a reality.
Artificial Intelligence is finding a home across every area of our industry; from ops to measurement to creative output.
More on AI & Tech-Driven Enhancements
AI is transforming the CTV ecosystem: content recommendation, real-time campaign optimization, campaign measurement and even creative generation. Meanwhile, Next Gen TV offerings such as ATSC 3.0 and SIMID is enabling more dynamic capabilities, hybrid services and personalization without the legwork.
The Bad
Data Silos & Measurement Gaps
CTV platforms continue to operate in silos with disparate targeting, analytics and reporting tools all appearing to get further apart instead of closer together. Advertisers struggle to unify data across systems and some standards are becoming lost in the noise. Only ~50% of CTV impressions offer full transparency, with lingering “TV‑off” ads continuing to waste ad spend.
Fraud, Bots and Invalid Traffic
Fraud is still here with nearly 65% of CTV fraud being managed through sophisticated bot activity, costing advertisers millions.
Privacy Pressure & Data Regulation
With data-driven precision comes privacy scrutiny. U.S. states like California are enacting stricter privacy laws, and global changes (like phasing out third-party cookies) push advertisers toward first-party data and clean-room solutions. Smart TVs with ACR trackers raise consumer concerns and privacy advocates are sounding alarms.
The Wrong
Subscription Fatigue
Consumers are overwhelmed: many subscribe to only one service at a time, rotating between their preferred service and others throughout the year. Annual spending decreased by ~23% in 2024 and rising prices mean consumers may end up paying more than for traditional cable. On the flip side, this lack of stability on SVOD streaming models is fueling growth in other vital areas such as ad supported TV.
Bundling versus Cable
Analysts note standalone streaming is financially precarious with the expression “starting to look like cable” becoming a known by-word. Predictions suggest a tilt toward bundled SVOD + FAST + ad-supported hybrid models, while data shows ~66% of consumers would prefer a unified bundle of streaming, music, home services etc.
Ad Market Turbulence
Traditional broadcasters are seizing the moment: in the U.K., “light viewers” using ad-supported tiers consume 40% less content, which gives incumbents a temporary edge. While giants like Netflix, Disney+, Amazon continue refining ad strategies, Netflix aims to double ad revenue this year.
Meanwhile, upfronts are being pressured by market headwinds like tariffs and shifting advertiser budgets, while live sports remain the advertisers’ goldmine.
The Outlook?
Standards & Clean Standards - Unified measurement, transparent inventory and fraud defense become table-stakes.
Tech Convergence - NextGen TV, AI personalization and performance-oriented will continue to reshape viewer and advertiser experiences.
Market Consolidation - Expect more bundling: OS-level aggregation (e.g., Roku Data Cloud, neutral Trade Desk OS), platform mergers and ongoing integration of FAST channels into SVOD and hybrid services.
Ad Spend Rebalance - Brands increasingly favor the ROI potential of targeted, performance oriented CTV, though concerns around privacy and confusion linger.
Final Thoughts
CTV streaming stands at a crossroads: high growth and innovation thrill, but persistent fraud, consumer fatigue, pricing pressure and regulatory scrutiny threaten the trust needed for stability as well as growth.
Success for platforms and advertisers hinges on tackling transparency and fraud, embracing privacy-respecting data strategies, investing in quality creative and offering bundles that add real value.
The winners will be those who can marry the best of linear TV’s appeal with digital’s precision without costing us consumer trust.
If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.
Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.
With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.
Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.
Learn more at: originmedia.tv
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