Over 72% of TV viewing was ad-supported in Q1 this year
Ad-supported platforms accounted for 41% of total U.S. TV viewing time in Q1 2025, with YouTube and Hulu leading the charge. Free, ad-supported platforms like the Roku Channel and Tubi also saw continued growth. Viewers are embracing this free content, which offers growing reach and inventory for marketers seeking cost-effective alternatives to traditional linear TV. Read more from The Current.
Ads arrive in Google AI overviews
Google Ads recently began testing AI-generated overviews directly in sponsored results, surfacing summaries alongside paid listings for certain queries. This new ad placement will test how users engage with ads by offering faster answers and streamlined insights. Read more from Search Engine Land.
YouTube dominates CTV with 28% share of streaming minutes
YouTube held a commanding 28% share of U.S. streaming viewership on connected TVs in April 2025, according to Nielsen. In second place was Netflix, with a 17% share. YouTube’s unique blend of short- and long-form content provides value for advertisers seeking broad reach across devices and demographics. Read more from MediaPost.
Mobile spend dominates in media budgets
Mobile ad spend is set to make up nearly 75% of U.S. digital ad spend in 2025, driven by time spent on smartphones and the strength of mobile commerce. Social, video, and retail media are the key channels pushing this growth. Mobile-first strategies are becoming more prevalent as user behavior continues to shift toward smaller screens. Read more from eMarketer.
Fox Sports marketing helps steer Indy 500 ratings jump
Fox’s broadcast of the Indianapolis 500 delivered the race’s best TV ratings in over a decade, averaging 5.3 million viewers. The network’s aggressive marketing push and strategic lead-in from a NASCAR race helped boost interest. This was the first broadcast of the Indy 500 for Fox, which garnered nearly 2 million more viewers than last year’s race. Read more from Sportico.
