Digital video is not just growing—it’s dominating. According to the newly released 2025 IAB Digital Video Ad Spend & Strategy Report, digital video is set to capture nearly 60% of all U.S. TV/video ad spend in 2025, a staggering leap from just 29% in 2020. Driven by shifts in consumer behavior, platform innovations, and advertiser confidence, this evolution signals a new era of scalable, measurable, and highly targeted video advertising.
Backed by proprietary data from Guideline and a survey of media decision-makers by Advertiser Perceptions, this report provides a clear picture of how connected TV (CTV), social video, and online video (OLV) are powering the future of advertising. It’s essential reading for brands, agencies, and platforms looking to stay ahead.
Key takeaways from the report:
- Digital video continues to be one of the fastest growing channels in all of media
- Digital video ad spend is maintaining strong momentum, pulling further ahead of linear TV
- Most categories will increase digital video ad spend by double-digits in 2025*
- Each digital video channel is seeing double-digit growth, with CTV showing the strongest acceleration
- CTV and social video are by far the top “must buys” for U.S. ad spenders in 2025
