As streaming TV continues to reshape the entertainment industry, new trends highlight shifts in viewer behavior, content engagement, and advertising strategies. Wurl’s latest CTV Trends Report comprehensively analyzes these changes, offering valuable insights into how streaming platforms, advertisers, and content creators can adapt to an increasingly competitive market.
The Streaming Surge and Changing Viewer Habits
The rise of connected TV (CTV) has significantly transformed how audiences consume content. Today, over 80% of U.S. households own at least one connected TV device, and streaming now accounts for 41% of total TV time—up from 31% just two years ago.
As audiences continue shifting away from traditional linear television, they are increasingly turning to free content. FAST, or Free ad-supported streaming TV, is having a moment, with 47% of U.S. households now using FAST services weekly. This trend underscores the growing demand for cost-free, ad-supported programming as consumers seek alternatives to subscription-based models.
Historically, live sports have been a stronghold of traditional broadcast and cable networks, but they are also making their way to streaming platforms. A recent PWC report projects that by 2025, 90 million U.S. viewers will stream at least one sports event per month. This shift demonstrates how live sports remain a powerful viewership driver, influencing major platforms’ streaming strategies.
Content Engagement: The Battle for Viewer Attention
While streaming platforms have successfully attracted audiences, keeping them engaged remains an ongoing challenge. The report highlights that average session lengths—how long a viewer spends watching content before switching or ending a session—have plateaued. Session lengths dropped notably in Q3 2023, partly due to the Hollywood writers’ strike, and have yet to recover fully. However, early 2025 data indicates a positive trend, with session durations showing signs of stabilization and potential growth.
Content discovery plays a crucial role in retaining viewers. Audiences typically enter a streaming session with a particular mood, making it essential for platforms to surface engaging content quickly. A TVision study found that 78.8% of connected TV viewing time is spent watching content, while only 4.3% is spent browsing or switching between apps. This insight highlights the importance of effective recommendation algorithms and user-friendly interfaces in capturing and maintaining viewer interest.
Hours of Viewing: A Stable Yet Competitive Landscape
Despite the continued rise of streaming adoption, hours of viewing (HOV)—the total time users spend watching streaming content daily—has remained relatively steady. Although significantly higher than in 2020 and 2021, HOV in 2024 saw a slight decline compared to 2023. This suggests that while more people are streaming, platforms must focus on engagement strategies to ensure sustained watch time.
Quarterly trends indicate some fluctuations in viewing behavior. Q2 2024 outperformed its 2023 counterpart by 0.72%, while Q3 2024 saw a 2.24% increase year-over-year. Early 2025 data is even more promising, with Q1 reflecting a 3.13% rise in viewing hours compared to the previous quarter.
FAST content has proven enticing enough to grow a bigger slice of the attention pie over the years. With the increased emphasis on user experience in streaming, this trend is expected to intensify as more streaming-native experiences appear on the largest screen in the home.
However, viewing hours are still volatile. For younger viewers, the rise of short-form and social video is a key trend. Platforms like TikTok, YouTube Shorts, and Instagram Reels are drawing attention away from long-form TV content with mobile-first, bite-sized content. Some 15% of YouTube Shorts content is now viewed on CTV.
The Streaming Advertising Boom
The rapid rise of ad-supported streaming is also reshaping the CTV ecosystem. According to eMarketer, U.S. CTV ad spending is projected to reach $32.57 billion in 2025, nearly double its 2021 levels.
According to the Interactive Advertising Bureau (IAB), CTV is expected to be the fastest-growing ad spend category in 2025, surpassing social media, digital video, and paid search. This trend highlights the increasing attractiveness of streaming as a high-value advertising channel, driving more brands to shift their budgets toward connected TV.
Ad Fill Rates and Market Equilibrium
One of the key indicators of advertising health in streaming is ad fill rate—the percentage of available ad inventory that is actually sold and filled with paying ads. The report notes that ad fill rates in 2024 were lower than in previous years, as the rapid expansion of streaming supply has outpaced advertiser demand.
A notable exception was October 2024, when ad fill rates increased by 4.76% year over year, likely due to heightened political ad spending ahead of the U.S. elections. However, even with this temporary boost, overall fill rates have yet to reach levels seen in previous years.
Strategic Partnerships and Metadata Standards
Direct insertion orders (IOs) are valuable for publishers and streamers, but for those participating in the programmatic ecosystem, passing clean and compelling data signals through their programmatic pipes can maximize their opportunities. This is especially important as inventory owners seek to be recognized for providing premium, high-value content, not just high-value audiences.
Clear and consistent metadata makes it easier to match demand with premium supply. Curated, pre-bid packages can also make a big difference, helping advertisers quickly find content best suited to their needs.
Adopting Innovative Advertising Techniques
Embracing new and innovative strategies will be key to advancing FAST ads. This includes exploring interactive, picture-in-picture advertising solutions or scene-level contextual targeting, which can significantly enhance ad experiences. Staying ahead of these advancements will keep streaming platforms competitive and ensure a more engaging viewer experience.
The Road Ahead for Streaming TV
As 2025 unfolds, streaming TV continues to redefine how audiences consume content, how advertisers reach viewers, and how platforms drive engagement. The trends outlined in this report make one thing clear: the shift to streaming is not slowing down—it’s accelerating, but sustaining momentum will require continuous innovation.
With session lengths stabilizing, content providers must attract and keep viewers engaged. Discovery and personalization will be critical in ensuring audiences find and stick with the content that resonates with them. Likewise, hours of viewing growth show promise, but to capture a larger share of total media time, streaming platforms must optimize content strategies and user experiences.
On the advertising front, CTV ad spending is growing faster than any other category, but there is still untapped opportunity. Ad load remains lower than traditional TV, allowing publishers to increase revenues without sacrificing viewer experience. Meanwhile, ad fill rates continue to lag supply, signaling that advertisers have yet to capitalize on streaming’s potential fully. As more brands embrace data-driven, contextual advertising, the gap between supply and demand will likely close, unlocking new revenue streams for content owners and platforms.
For content creators, advertisers, and publishers alike, the question is no longer whether streaming will dominate but how to maximize its potential. Those who prioritize personalization, streamline content discovery, and embrace innovative ad strategies will be best positioned to thrive in this evolving landscape. There has never been a more exciting time to be in streaming TV.
