JWP Connatix 2025 Predictions

In 2025, JWP Connatix executives predict a pivotal year for the video industry, driven by streaming growth, cross-device advancements, evolving revenue models, and the fusion of video and commerce, reshaping how audiences, advertisers, and publishers connect and succeed.

The New Video Power Struggle: Streaming, Consolidation, and Survival: Analysts anticipate that CTV advertising will continue to grow for at least the next three years. In 2025, it is projected to increase by 13.9%, reaching $34.3 billion, reshaping how advertisers and publishers reach their audiences. With consumer preferences favoring on-demand content and connected viewing experiences,the erosion of traditional broadcast and cable television will accelerate in 2025, creating a battle for survival through M&A and consolidation. Streaming-first platforms like Netflix and Hulu continue to grow, while CTV ad platforms (e.g., Roku, Amazon Fire TV) capture redirected ad spend. However, smaller broadcasters and agencies tied to linear TV struggle to stay afloat. This reshaping of the video ecosystem positions premium content owners, CTV platforms, and adtech companies as key players in a high-stakes power struggle for dominance. Cable spinoffs will create new opportunities for legacy media companies to invest into streaming video without the overhang on their balance sheets. As streaming consumption continues to soar, end-to-end solutions that combine content delivery, ad serving, and data insights will become essential for optimizing both performance and monetization. The future of video advertising lies in streaming, with advertisers benefiting from more granular targeting, and publishers leveraging the massive growth in video consumption to drive higher yields.” -- Mike Caprio, Senior Vice President, GM Global Advertising