- CTV ad impressions rose by 66% year-over-year in 2024, highlighting significant growth in streaming advertising.
- Only 50% of CTV impressions allowed full app transparency, contributing to marketing blind spots.
- Bot fraud accounted for 65% of all CTV fraud, costing advertisers millions in wasted spend each month.
DoubleVerify (DV, Financial), a prominent software platform for digital media measurement, has released its latest report, "DV Global Insights: Trends in the Modern Streaming Landscape," outlining the current state of streaming TV advertising in 2025. The report leverages proprietary measurement data and insights from a global survey of 22,000 viewers, offering a comprehensive analysis of consumer behavior and advertising dynamics within the burgeoning connected TV (CTV) ecosystem.
In 2024, DV noted a remarkable 66% year-over-year increase in CTV ad impression volume, underscoring the medium's expanding role in digital advertising. However, the report highlights existing challenges such as limited app transparency, persistent viewability gaps, and prevalent sophisticated invalid traffic (SIVT), including bot fraud. Alarmingly, DV's findings reveal that only 50% of CTV impressions provided full app transparency, contributing to significant blind spots for marketers.
Other critical insights from the report include the ongoing issue of "TV Off," where ads continue to play even after the TV is turned off, resulting in an average of $700,000 in wasted ad spend per billion impressions. Additionally, bot fraud, responsible for 65% of all CTV fraud, involves 4 million infected devices generating fake traffic daily, further inflating advertiser expenses.
Consumer preferences are also shaping the streaming ad landscape, with 41% of viewers favoring ad-supported video content over paid subscriptions. The demand for contextual ad alignment is apparent, with 64% of viewers indicating that content genre influences their perception of ads and brands.
A separate survey of nearly 2,000 marketers reveals strategic shifts in advertising approaches. Despite challenges, 72% of marketers reported that ads in CTV environments outperform their campaign baselines. In response, 54% of marketers increased their CTV spending, and 66% of non-CTV advertisers plan to invest in the channel within the next 12 months.
As the industry progresses toward the 2025 Upfront and NewFront season, DoubleVerify continues to prioritize advancements in measurement, fraud protection, and attention metrics to ensure advertisers maximize the impact of their media buys.
