2025: The Year CTV Crosses Over

This year marks a real milestone - Connected TV (CTV) and Traditional TV will each generate $115B in combined subscription and advertising revenue. After years of steady shifts, this is the moment CTV steps into the spotlight.

After nearly a decade in advertising and now a year in subscriptions, I realized I hadn’t really looked at the industry holistically before. Advertising talks about the linear-to-CTV shift. Subscriptions focus on the move from cable to streaming. But when you step back and see both sides together, the story gets a lot more interesting.

By bringing together MoffettNathanson LLC (ads) and EMARKETER (subs) data, it’s clear: 2025 is the inflection point. From here, CTV’s momentum only grows.

If you follow the industry, now’s the time to see the bigger picture. We’re only halfway through this transformation - there’s still $115B set to move from linear TV into CTV.