The CTV Advertising Insights Report 2025
The CTV advertising tipping point has arrived. Are you ready?
Linear’s hold on TV viewers is slipping as live sports shifts to streaming. Netflix streamed the Mike Tyson-Jake Paul fight in late 2024 and garnered a whopping 108 million viewers. With that kind of massive viewership, CTV advertising has reached a tipping point.
As an ad server, Innovid delivered more than hundreds of billions of video impressions in 2024, 54% via CTV. With our unprecedented view into streaming viewership, we have invaluable, data-driven insight for advertisers and publishers.
Here are Innovid’s 2025 CTV Advertising Insights Report top 3 key findings:
- There is a gap between CTV ad spending and viewership. CTV impressions rose by 18% in 2024, but that investment trails consumers' time spent with streaming.
- Opportunity exists for better reach & frequency. The average CTV campaign frequency was 7.09, with an average CTV HH reach of only 19.64%. New tech enables improved viewer ad experiences.
- Interactive ads drive lean-forward experiences. Interactive ads see an average of 71 seconds of additional time earned over standard pre-roll across formats like product galleries or QR code overlays.
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