Mar 18, 2025   SOURCE: PR NewsWire

VAB Analysis: Ad-Supported Streaming Now Reaches 9 of 10 Streaming Adults

--Report Examines 25 Streaming Trends Impacting Marketing Plans in 2025--

NEW YORK, March 18, 2025 /PRNewswire/ -- The Video Advertising Bureau (VAB) released Bigger, Bolder & More Ad-Supported: 25 Streaming Trends That Are Impacting Marketing Plans in 2025. A follow-up to previous reports--2023's Advertising Accelerated and 2024's Setting the Stage--the 2025 report provides the latest updates on streaming behaviors by diving deeper into device and platform usage, the importance of quality content and the continued growth of ad-supported options.

"The mainstreaming of ad-supported streaming has cemented its role as a cornerstone of multiscreen TV and premium video strategies and is driving innovation across live sports, retail media and interactive formats--which creates new opportunities for brands to connect with engaged audiences," said Jason Wiese, EVP, Strategic Insights & Measurement. "Cross-platform strategies will become even more important for marketers as streaming continues to claim a larger share of viewership."

Among the trends:

    --  Through organic platform growth and the launch of new ad tiers,
        ad-supported streaming now reaches 9 of 10 streaming adults. (Source:
        VAB analysis of MRI-Simmons November 2022 & November 2024 Cord Evolution
        Study)


    --  Two-thirds of streaming audiences have consistently preferred
        ad-supported services and tiers for the cost benefit and value exchange.
        (Source: VAB analysis of MRI-Simmons)


    --  Nearly 6 in 10 adults are now cordless, making streaming essential for
        optimizing reach in multiscreen campaigns. (Source: VAB analysis of
        MRI-Simmons)


    --  Audiences enjoy a mix of network-produced shows, blockbuster movies and
        streaming originals. (Source: The Ankler, Streaming Libraries: Next War
        in the Retention Economy, 1/23/25)


    --  Streaming now accounts for over 40% of total TV time as the shift in
        viewership has increased over the last year. (Source: VAB analysis of
        Nielsen, 'The Gauge', February 2023, January 2024 & January 2025)
    --  FAST services are achieving meaningful scale as viewership becomes more
        habitual and advertising opportunities increase. (Source: VAB analysis
        of MRI-Simmons)

Read the report here.

ABOUT VAB
The Video Advertising Bureau (VAB)--whose members include the national TV networks alongside a broader community of influential media companies--plays a dual role in the video advertising industry. VAB is fiercely advocating for the changes that bring about a more innovative and transparent marketplace. VAB also provides the insights and thought leadership that enables marketers to develop business-driving marketing strategies. Visit VAB online and access its continuously growing content library at thevab.com.

CONTACT: jacob@rosengrouppr.com

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SOURCE VAB