The connected television (CTV) landscape in the United States is undergoing a transformative phase, marked by both opportunities and hurdles. According to Wurl's recent CTV Trends Report, which offers data-driven insights into the evolving media ecosystem, key metrics such as session lengths, hours of viewing, ad load, and ad fill rates reveal significant trends affecting content providers and advertisers alike. The report highlights the need for stakeholders to adapt strategies to maintain viewer engagement while maximizing revenue potential.

Despite its prominence, with CTV now accounting for 41% of total TV time according to Nielsen, the industry faces challenges in sustaining growth amidst shifting consumer habits. Content owners are under pressure to enhance user experiences without compromising engagement levels, while advertisers seek more effective ways to leverage the growing popularity of streaming platforms. Notably, session lengths have plateaued following declines seen in late 2023, indicating that keeping audiences captivated remains an ongoing challenge. Additionally, although hours of viewing show slight increases, overall momentum has slowed despite the influx of new content and expanding streaming audiences. Meanwhile, ad load on CTV remains significantly lower than traditional linear TV, presenting untapped revenue opportunities for streamers and publishers.

Innovation and strategic planning will be crucial as the CTV market matures. As supply outpaces demand, impacting ad fill rates, better data strategies and creative advertising methods are essential to improve monetization and ad delivery. Dave Bernath, General Manager of Americas at Wurl, emphasizes that while streaming TV has become a primary viewing platform, it has not yet reached its full potential. In 2025, stakeholders must explore innovative approaches to reach, engage, and monetize viewers effectively. This year represents a pivotal moment for all parties involved, urging them to adopt smarter tactics and embrace advancements to fully harness the power of the CTV ecosystem, fostering a brighter future for digital media consumption.