DoubleVerify (DV), a leading software platform for digital media measurement, data and analytics, has released its latest report.
The report, DV Global Insights: Trends in the Modern Streaming Landscape, offers an in-depth look at the state of streaming TV advertising in 2025.
Drawing from DV’s proprietary measurement data and a global consumer survey of 22,000 viewers, the report explores how consumer behaviour and advertising performance are evolving across the rapidly growing connected TV (CTV) ecosystem.
CTV ad growth surges amid fraud and transparency issues
In 2024, DV’s CTV impression volume increased by 66% year-over-year. This growth reflects both the scale and importance of the medium for advertisers.
Yet, DV’s research also underscores the significant challenges still facing the industry. These include the lack of app transparency, persistent viewability blind spots and high rates of sophisticated invalid traffic (SIVT), such as bot fraud.
“CTV has become a centrepiece of digital video strategy with huge growth potential for both branding and performance campaigns,” says Mark Zagorski, CEO of DV.
“It is still a maturing medium, however, and this report highlights the very real challenges inherent in that evolution. A lack of transparency, an increase in rogue behaviour and the lack of industry operational standards create an environment in which media waste is becoming a growing issue.
“These are challenges that a combination of technology innovation plus industry collaboration can address to the advantage of all advertisers,” Zagorski adds.
Key findings from DV’s report on streaming:
- CTV ad impression volumes rose 66% year-over-year. Growth was especially strong in markets such as the Netherlands, Indonesia and Singapore.
- Only 50% of CTV impressions offered full app transparency in 2024. This creates significant blind spots for marketers.
- “TV Off” remains a widespread issue. Ads continue to play even after the TV screen has been turned off. Without proper safeguards, this issue – along with other CTV quality problems – costs advertisers about $700,000 in wasted spend per billion impressions.
- Bot fraud accounts for 65% of all CTV fraud. Each day, 4 million infected devices generate fake traffic. This costs advertisers millions in wasted spend every month.
Content genre impacts ad perception
The report also examines how consumer preferences are shaping the streaming ad experience.
According to DV’s survey, 41% of consumers now prefer ad-supported video over paid subscriptions.
Long-form content, such as TV shows and podcasts, provides a stronger environment for brand-building than short-form platforms.
Importantly, 64% of viewers say the genre of content impacts how they perceive ads and brands, reinforcing the need for contextual ad alignment.
The path ahead
Later in the report, DV reveals findings from a separate global survey of nearly 2,000 marketers. The survey explores how advertisers are adapting their streaming strategies in light of these challenges.
The marketer study dives into CTV spending trends, barriers to growth and increasing demand for transparency, measurement and brand suitability.
Key data points from the marketer poll reveal:
- 72% of marketers say ads placed in CTV environments outperform their campaign baselines, underscoring the channel’s strong perceived ROI.
- At the same time, 68% of marketers say they must have transparency to justify the high cost of CTV advertising. This signals a clear demand for better visibility into where ads are running.
- Additionally, 63% of marketers say it’s difficult to tell whether their CTV buys are actually reaching real viewers. This concern is made worse by ongoing issues, such as “TV Off” scenarios and inconsistent viewability standards.
- Despite these challenges, 54% of marketers increased their CTV spend over the past year, and 66% of non-CTV advertisers plan to begin investing in the channel in the next 12 months. This shows both optimism and urgency around getting measurement right.
