Three Predictions for Video Advertising in 2025

Past predictions: 2024 | 2023 | 2022 | 2021 | 2020 | 2019

2025 prediction #1: Streaming TV surpasses linear TV in total reach. I made this prediction in 2023 and am sticking with it.

How it will happen: 2024 prediction #3 focused on specific parts of the audience. Now, I predict every adult in the United States will be more reachable through streaming TV. This is step #1 in our The Streaming Decade in Four Steps framework.

2025 prediction #2: Alternative news formats will become mainstream.

How it will happen: Another insight from the 2024 election was the reach and power of alternative news formats such as Joe Rogan and Alex Cooper. In 2025, the next layer of talent will go mainstream with revenue from a loyal subscriber base and mainstream advertisers who feel they have cover to test out more edgy/authentic voices. I have predicted traditional news would solve digital distribution, but it is now clear these new players have the momentum to win outright. This reminds me of how I kept waiting for addressable linear TV to take off until roughly 2018 when I realized streaming TV had already won.

Flashback: Cable News and the Battle for TVs Shrinking Pie

2025 prediction #3: More creators will follow MrBeast into deals with streamers (Netflix, Amazon, etc.) AND the streamers will put their full shoulder behind promoting these shows.

How it will happen: Major creators have a built-in audience as large as virtually any Hollywood star. Until now, they have either avoided deals with streamers due to the superior economics of YouTube or done deals that have fallen flat due to a lack of promotion from the network itself (Charli D’Amelio, etc.). Prior thinking from the streamer/network side was the creator's social media following would bring a built-in audience they could monetize. They will look at this as releasing a major show (Stranger Things, etc.) and put their full promotional power behind it.

Flashback: Can Creators Crash Hollywood’s Party?