2025年全球流媒体趋势报告：基于消费者与广告商视角（英）

Trends in theModern StreamingLandscape CTV Consumption and Quality Verification Grows GloballyYear-over-year Growth in CTV Ad Impression Volume Executive SummaryThe State of Streaming in 2025 (CTV) grew 66% year-over-year across the globe, solidifying its role as a premium, high-growth channel for advertisers. Yet, even as dollars pour in, persistent challenges — suchas lack of transparency, viewability issues and fraud — continue to drive media waste andundercut performance.Despite these challenges, advertiser confidence remains strong. Brands are responding to shifting consumer behavior, with viewers spending more time streaming live contentand embracing ad-supported models. Marketers report better campaign performance onCTV, though they continue to demand greater transparency, better measurement and morecontrol over content alignment.Regional growth patterns and device trends also point to streaming TV’s expandinginfluence. In 2024, CTV ad impression volumes increased significantly across all regions, with particularly strong growth in Mexico, the Netherlands, the Philippines and Belgium. 2024 Streaming Highlights to Know: When comparing device types, CTV impression growth outpaced desktop twofold,and even surpassed mobile app growth, highlighting its growing share of the digital videoecosystem. These significant increases underscore the shifting consumer preferencetowards CTV, making it a crucial platform for advertisers aiming to maximize their reachand engagement. Video ads saw a66% year-over-year increasein global ad verification investments (DV’s volume of monitored impressions) 50% of CTV impressionsoffered full app transparency in 2024 say it’s hard to tell if their buys reach real viewers increased 110%year-over-year driven by an increase in bot fraud — the most commonfraud type in CTV environments Table of Contents Methodology24 CTV:Under the streaming category, CTV is a TV screen connected to the internet, eitherdirectly (via smart TV) or through a device like Roku, Fire TV stick or gaming console. Streaming offers expanded opportunities for TV-run campaigns, giving direct campaignssignificantly more inventory across a variety of screens beyond TVs, includingsmartphones, tablets and more. Understanding theStreaming Shift What This Report CoversOur report begins by looking at how consumer behavior is evolving, including what people are watching, how much time they spend streaming and how they feel about ads instreaming environments.We’ll then turn to the advertiser perspective, looking at how marketers are allocating spend, how advertisers reach those people. As streaming shapes into a primary portal for digitalvideo consumption, it becomes a magnet for ad dollars. But while the shift from traditionalTV to streaming has created these new opportunities, it’s also introduced a complex setof challenges. Complexities like opaque inventory, brand unsuitable content, fraud andviewability issues can all result in media waste.This report provides a glimpse into the streaming advertising ecosystem — with datawhat’s performing and what’s getting in the way.Next, we’ll examine three persistent challenges that continue to impact CTV advertising: Lack of app transparency:There is an ongoing need for visibility into where ads are running and how inventory is categorized.Viewability issues:Ads running on CTV screens that aren’t fully viewable focused on CTV environments — to discover consumer behavior and advertiser investmenttrends. Through a combination of survey data, platform trends and DV measurementinsights, we aim to help marketers understand how to navigate, invest and improveoutcomes in this evolving landscape.Before diving in, it’s important to clarify terminology that’s often used interchangeably in theindustry — streaming TV and CTV refer to different (but overlapping) concepts. To groundFinally, we’ll take a look at what advertisers can do to improve streaming TV ad continue to drain media budgets.Ad fraud:High CPMs on CTV make it a prime target for sophisticated fraud schemes, requiring robust protection.investments as we move further into 2025. our focus, here is an outlined distinction between the two.Streaming TV:TV content consumed across devices connected to the internet includingdesktops, laptops, smartphones, tablets and more.As advertisers look to scale streaming TV performance, solving these challenges will becritical to maximizing media efficiency and performance. Habits of theDigital Consumer live events, such assports and awardsshows.13% time watchingbroadcast TV shows. the consumer. As consumers spend more time on connected devices, their contentpreferences and viewing habits are shifting in ways that create new opportunities andchallenges for advertisers.DV surveyed 22,000 consumers spanning key global markets to unveil the latest trends in: TV maintains a role in consumers’ routines,streaming — both for professionallyproduced and user-generated conten