#United States #New York #ad-supported streaming #Video Advertising Bureau #Streaming Trends

Ad-Supported Streaming Reaches New Heights in 2025

Introduction

In a significant shift in viewer behavior, the Video Advertising Bureau (VAB) has unveiled its comprehensive report titled Bigger, Bolder & More Ad-Supported: 25 Streaming Trends That Are Impacting Marketing Plans in 2025. This analysis reveals that ad-supported streaming now engages 9 out of 10 adults who stream content, offering valuable insights into their viewing habits and preferences.

Key Findings from the Report

1. Ad-Supported Streaming Popularity

The 2025 report indicates a remarkable growth in ad-supported streaming services. Through a combination of organic growth and the introduction of new ad tiers, it is evident that these platforms have become integral to the streaming landscape. Approximately two-thirds of viewers express a preference for ad-supported services, motivated by the cost benefits and the value they provide.

2. Cord-Cutting and Its Implications

Another notable trend outlined in the report is the rise in “cord-cutting” viewers. Nearly 60% of adults now identify as cordless, emphasizing the necessity for marketers to optimize their strategies to reach these audiences in a multiscreen environment where connectivity is paramount.

3. Evolving Content Preferences

The survey conducted by the VAB also highlights how today's audiences appreciate a diverse array of content. They actively seek out a combination of network-produced shows, blockbuster movies, and original programming from various streaming platforms. The enjoyment of varied content types has become a significant factor in retaining viewer engagement.

4. Dominance of Streaming in Viewership

As streaming continues to rise, it accounted for over 40% of total TV time recently, marking a significant increase that reflects changing viewing habits. The report notes that this shift has occurred over the past year, underscoring the growing influence of streaming on how audiences consume media.

5. Growth of FAST Services

Furthermore, Free Ad-Supported Streaming Television (FAST) services are gaining traction as habitual viewership increases, thus creating new advertising opportunities. The report emphasizes this growing segment as a crucial area for advertisers looking to engage potential customers effectively.

The Future Outlook

With the increased acceptance and preference for ad-supported platforms, companies are presented with novel opportunities to connect with audiences who are eager for interactive and engaging ad experiences. Jason Wiese, EVP of Strategic Insights and Measurement at VAB, states that the normalization of ad-supported streaming reinforces its role as a fundamental aspect of premium video strategies. He remarks that marketers must develop cross-platform strategies to adapt to this evolving landscape as streaming continues to dominate media consumption.

Conclusion

The insights provided by VAB's report not only detail the ascendancy of ad-supported streaming but also provide crucial data for brands and marketers aiming to refine their strategies in a rapidly transforming environment. As audiences navigate a variety of platforms for their viewing pleasure, tuning into their preferences and behaviors is vital for tailoring effective marketing initiatives. For more in-depth insights and a complete analysis, the full report is accessible through the VAB's official website.

About VAB

The Video Advertising Bureau serves as both a resource and advocate within the video advertising industry, representing national TV networks and other influential media companies. Their mission focuses on fostering innovation and transparency while offering valuable insights that empower marketers to develop data-driven strategies that resonate with their target audience. Explore VAB's growing content library at their online portal.