In 2025, JWP Connatix executives predict a pivotal year for the video industry, driven by streaming growth, cross-device advancements, evolving revenue models, and the fusion of video and commerce, reshaping how audiences, advertisers, and publishers connect and succeed.
- The New Video Power Struggle: Streaming, Consolidation, and Survival: Analysts anticipate that CTV advertising will continue to grow for at least the next three years. In 2025, it is projected to increase by 13.9%, reaching $34.3 billion, reshaping how advertisers and publishers reach their audiences. With consumer preferences favoring on-demand content and connected viewing experiences,the erosion of traditional broadcast and cable television will accelerate in 2025, creating a battle for survival through M&A and consolidation. Streaming-first platforms like Netflix and Hulu continue to grow, while CTV ad platforms (e.g., Roku, Amazon Fire TV) capture redirected ad spend. However, smaller broadcasters and agencies tied to linear TV struggle to stay afloat. This reshaping of the video ecosystem positions premium content owners, CTV platforms, and adtech companies as key players in a high-stakes power struggle for dominance. Cable spinoffs will create new opportunities for legacy media companies to invest into streaming video without the overhang on their balance sheets. As streaming consumption continues to soar, end-to-end solutions that combine content delivery, ad serving, and data insights will become essential for optimizing both performance and monetization. The future of video advertising lies in streaming, with advertisers benefiting from more granular targeting, and publishers leveraging the massive growth in video consumption to drive higher yields.” -- Mike Caprio, Senior Vice President, GM Global Advertising
- Screens in Conflict: The Rise of Mobile and the Promise of CTV: “As advertisers navigate the strengths of the “little screen” (mobile) versus the “big screen” (CTV), the video landscape becomes a tale of two strategies. Mobile’s scale and hyper-targeting, as exemplified by AppLovin’s success in driving app installs, offer efficiency and immediacy. Meanwhile, CTV platforms like The Trade Desk focus on immersive, brand-building opportunities that elevate trust and performance. Advertisers increasingly adopt cross-device approaches to balance short-term ROI with long-term brand impact. The long term winners begin to emerge in creating a performance video solution that bridges the large screen and small screen to drive storytelling, call to action and engagement with creative formats and targeting that align with the time, place, and device type of the consumer.” -- Mike Caprio, Senior Vice President, GM Global Advertising
- Publishers Must Evolve Their Monetization Models: “In 2025, publishers will face increasing pressure to diversify their revenue streams to balance user experience with profitability. While advertising remains crucial, relying solely on ad-supported models will no longer be sufficient. Publishers will need to adopt hybrid strategies, blending traditional ad revenue with new opportunities such as subscriptions, commerce, and paid content. With the rise of live shopping and more sophisticated subscription enablement, a mix of ad-supported and direct-to-consumer models will offer greater financial resilience. Publishers who explore innovative ways to monetize, whether through paywalls, live shopping integrations, or ad-light experiences, will be better positioned to thrive in the evolving digital landscape. Additionally, publishers will need to leverage vertical video content to reach the ever-growing mobile-first audience. Publishers that integrate vertical video ads that seamlessly blend into the mobile experience will see higher engagement rates and a more native advertising approach. This shift towards vertical video will allow publishers to tap into new revenue streams while providing a more immersive and user-friendly experience for their mobile audience.” -- Jenn Chen, CRO
- Demand for Transparency and Higher-Quality Inventory Will Intensify: “As privacy regulations tighten and the digital advertising ecosystem becomes more complex, advertisers will demand greater transparency and higher-quality inventory in 2025. Ad buyers will prioritize platforms that offer verifiable data on ad performance, viewability, and user engagement. The ability to ensure brand safety, avoid ad fraud, and provide clear metrics around how content is consumed will be crucial. Advertisers will move away from low-quality, mass inventory toward premium environments that offer cleaner, more secure ad delivery, coupled with advanced targeting and personalization. Publishers who can demonstrate a commitment to transparency, coupled with high-quality, engaging content, will attract higher ad spend and earn stronger relationships with brands looking to ensure their ads appear in trusted environments.” -- Jenn Chen, CRO
- Commerce Meets Video: Shoppable Experiences and Data Transform Advertising: “2025 sees the fusion of commerce and video as payment processors like PayPal and eCommerce platforms like Shopify enter the fray. Shoppable video—with seamless purchase integrations—emerges as a critical tool for performance-driven campaigns. Interactive formats and embedded transactions will redefine retail and CPG advertising, while publishers with innovative solutions in this space position themselves as leaders in monetization. The intersection of video and commerce will usher in a new era of engagement and direct-to-consumer success.” -- Mike Caprio, Senior Vice President, GM Global Advertising