IAB – Digital Video Ad Spend & Strategy Report, 2025

The main theme of the report is the analysis of market size and growth forecasts for digital video advertising spending in the US.

Key findings include: Digital video is expected to capture nearly 60% of total TV/video ad spend in 2025, doubling from five years earlier. CTV (Connected TV) showed a 16% ad spend growth in 2024 after lagging in 2023. Total digital video ad spend in the US grew by 18% in 2024 and is projected to grow by 14% in 2025. Digital video ad spend is expected to reach $72 billion in 2025, accounting for 58% of total video ad spend.