DV Global Insights Report: Trends in the modern Streaming industry in 2025 of leading measurement, data and digital analysis platform DoubleVerify, providing an in-depth perspective on online television advertising activities in 2025.
The report is based on DV's exclusive measurement data and survey results of 22,000 global viewers. The goal is to analyze changes in consumer behavior and advertising efficiency in the rapidly growing CTV ecosystem.
Accordingly, the number of CTV advertising displays increased by 66% compared to the previous year, especially increasing sharply in markets such as the Netherlands, Indonesia and Singapore.
The phenomenon of TV Off is still popular - advertisements continue to air even when the TV screen is turned off. The lack of appropriate management measures causes advertisers to lose an average of $700,000 per billion in visualifications.
Bot fraud access traffic accounts for 65% of all scams on CTVs - with about 4 million devices infected per day, causing millions of dollars in losses per month to advertisers.
The report also analyzed how consumers are shaping the advertising experience on streaming platforms. According to a survey by DoubleVerify, 41% of consumers now prioritize using advertising services instead of paying for subscriptions.
Long content such as TV shows and podcasts is considered a more effective brand building environment than short content platforms. Notably, 64% of viewers said that content genres directly affect how they receive ads and brands, thereby emphasizing the need to optimize ads in appropriate context to improve communication efficiency.
For marketers, 68% of surveyed people said that there needs to be transparency to justify the high cost of CTV advertising, reflecting a clear need for display location monitoring.
63% had difficulty determining whether the advertisement was truly reaching viewers, especially due to concerns about TV Off and inconsistent display standards.
Despite the challenges, 54% of advertisers have increased spending on CTVs over the past year, and 66% of those who have not invested said they plan to start in the next 12 months, reflecting optimism and urgent need for measurement efficiency.
