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APRIL 18, 2025 |
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Which country watches more cable TV? |
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A) United States B) Poland |
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TOP STORY |
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A federal judge ruled Thursday that Google operates an illegal ad tech monopoly—the second time in under a year that a federal court has declared the tech giant a monopolist. |
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US District Court Judge Leonie Brinkema said Google “[deprived] rivals of the ability to compete” and “harmed Google’s publisher customers, the competitive process, and, ultimately, consumers of information on the open web.” However, Brinkema dismissed the claim that Google runs an ad network monopoly. |
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An August ruling in another DOJ case found that Google runs an online search monopoly. Google said it will appeal both monopoly rulings. The two consecutive antitrust rulings could reshape Google, whose services are deeply intertwined with the structure of the open internet. |
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IN THE NEWS |
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YouTube’s focus on TV viewing and short-form content may be putting pressure on creators and influencers. Consumers spend more time watching YouTube on connected TVs (CTVs) than any other device, prompting the company to double down on being a one-stop shop for content offerings. |
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That includes a major push for Shorts, forcing creators to rethink their content strategies and follower attraction tactics. Tariffs and related market turmoil could also threaten brand partnerships and drive US social network ad spending growth down 10% this year, crafting a storm of uncertainty. |
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Our view: If digital ad spending growth slows, creators could see smaller ad-share payouts from YouTube. Diversifying both content length and income sources could help creators adapt to economic changes and platform pressures. |
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ANALYSIS |
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CTV’s rise has compelled a measurement overhaul in the linear market. In 2024, the number of CTV viewers in the US surpassed the number of linear TV viewers, per our forecasts. As a result, advertisers are deploying more of their budgets on CTV, where they benefit from more real-time measurement signals. By 2027, more ad dollars will be directed to CTV than linear TV, according to our estimates. As advertisers attempt to optimize spending across TV and CTV—and the networks that span both—the ecosystem is slowly coalescing around tactics that facilitate cross-platform visibility into incremental reach and outcomes. |
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Combined, linear TV and CTV will account for about a fifth (19.7%) of total media ad spending in 2025. Nowadays, advertisers plan their linear and streaming investments alongside each other, just as major networks pitch their linear and streaming properties as complements. As linear and CTV converge—we’ll refer to them collectively as converged TV throughout this report—modernized audience measurement will fuel strategies for performance and brand advertisers alike. |
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