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: [email protected]

SOURCE VAB