The Video Advertising Bureau (VAB) has released its latest report, Bigger, Bolder & More Ad-Supported: 25 Streaming Trends That Are Impacting Marketing Plans in 2025. This follows previous industry reports-2023’s Advertising Accelerated and 2024’s Setting the Stage—offering new insights into streaming behavior, ad-supported growth, and platform usage.

As streaming evolves, ad-supported models have become a dominant force, creating new marketing opportunities across live sports, retail media, and interactive formats. According to Jason Wiese, EVP, Strategic Insights & Measurement at VAB, cross-platform strategies are now more critical than ever as streaming takes a larger share of total TV time.

Trends Shaping Video Advertising in 2025

• Ad-supported streaming dominates – 90% of streaming adults now engage with ad-supported platforms, fueled by organic growth and new ad-tier launches.
• Cost-conscious audiences embrace ads – Two-thirds of viewers prefer ad-supported services due to their cost benefits and value exchange.
• Streaming is essential for reach – Nearly 60% of adults no longer have traditional pay TV, making streaming a must-have for marketers in multiscreen campaigns.
• Diverse content fuels engagement – Viewers consume a mix of network-produced shows, blockbuster movies, and streaming originals, reinforcing content variety as a retention driver.
• Streaming surpasses 40% of total TV time – As audience habits shift, streaming continues to claim a larger share of total viewership year-over-year.
• FAST (Free Ad-Supported Streaming TV) gains traction – FAST services are scaling as viewership habits solidify, creating new ad inventory and monetization opportunities.

Implications for Marketers

The mainstreaming of ad-supported streaming presents a major opportunity for brands looking to engage audiences effectively. As viewers increasingly opt for cost-effective, ad-supported options, advertisers must leverage cross-platform strategies to maximize reach and impact.

With ad-supported streaming at an all-time high, multiscreen campaigns, premium content, and data-driven targeting will be essential for brands looking to succeed in 2025. VAB’s insights provide a roadmap for marketers to navigate the evolving streaming landscape.