August 21, 2025
The latest Media Dynamics report just dropped, and the numbers tell a clear story—especially if you’re wondering where advertising dollars are actually flowing in 2025.
We dug through all the data so you don’t have to. Here’s what stood out—and what it means for your media planning.
The Big Shift is Real
Advertisers are moving serious money from linear TV to streaming. Since the 2023-24 upfronts, linear TV prime-time ad sales dropped $1.2 billion while streaming gained $5 billion.
The current scorecard: Linear TV still leads with $17.8 billion vs streaming’s $13.2 billion, but streaming grew 18% while linear declined 3.2%. The momentum has clearly shifted.
Why the Migration Makes Sense
ROI tells the story: Linear TV delivers just 62 cents for every dollar spent—the worst performance across all media channels. Connected TV delivers $1.78 per dollar.
Targeting wins: Three-quarters of Connected TV ad transactions are now programmatic, giving advertisers the data-driven precision that linear simply can’t match.
Following the audience: Viewers have moved to streaming, and smart advertisers are following the eyeballs.
What This Means for Your Strategy
Industry forecasts show streaming will completely overtake linear TV ad revenue by 2029. Nine streaming services will hit $1 billion in ad revenue by 2026, up from just two in 2020.
See full article here: https://www.marketingdive.com/news/streaming-continues-ad-revenue-gain-on-linear-tv-study-says/757905/
