Media Trends: DirectAvenue’s Top Five Observations in Linear & Connected TV

Stay ahead in the evolving linear and connected TV media landscape with DirectAvenue’s Top Five Media Trends. We share critical network updates and highlight emerging media trends!

October 1, 2025

Cable Networks To Average 24M Subs By 2029

According to S&P Global, average cable network subscriptions plunged from about 46 million in 2015 to roughly 32 million in 2024, and analysts project cable network subscriptions will decline further to about 24 million by 2029. The decline reflects shrinking pay-TV penetration in U.S. households (now ~34.4%, down from ~80% in 2011) and uneven distributions of viewers across networks. Analysts suggest future consolidation—such as mergers or spin-offs—may be a strategy for struggling networks. 

Global Ad Spend To Rise Faster Than Expected Amid Digital Boom

Global ad spending is now projected to grow 7.4% in 2025, hitting $1.17 trillion, thanks largely to a surge in digital advertising. Social media is drawing the largest share of new ad dollars—about 40.6%—while non-retail search and retail media take up 22.2% and 21.5% of the incremental spend, respectively. Analysts expect Google, Amazon, and Meta to command over half the global ad market (excluding China). Traditional media (TV, radio, print) continue to decline as digital cements itself as the primary vehicle for ad growth amid economic uncertainty.

Dominating Streaming Ratings

In the week of August 25, Netflix dominated streaming. KPop Demon Hunters hit 1.115B minutes; The Thursday Murder Club 1.031B. Six Netflix titles made the top 10, with Walter Boys, Katrina: Come Hell and High Water, and Wednesday rounding out the top five. Disney+’s Bluey, Paramount+’s SpongeBob, Prime Video’s The Summer I Turned Pretty, and Thunderbolts also charted.

Gen Alpha’s $5.46T Economic Impact: Here’s what the numbers say

Marketing Dive projects that Gen Alpha (born 2010–2024) will generate $5.46 trillion in economic impact by 2029. This group is already acting like “family CMOs,” many influence decisions like meals, vacations, and streaming choices. They expect brands to be fast, playful, and rewarding—preferring gamified and surprise-driven experiences—and express low tolerance for waiting or boring content.

Holiday Outlook 2025: A seasonal Remix

PwC forecasts holiday spending will drop 5% versus 2024, with gift budgets down 11%. The decline is most acute among Gen Z—who expect to slash holiday budgets by 23%—while baby boomers may actually boost their spending. Despite cutbacks, consumers remain committed to traditions: traveling, hosting, and gifting with greater care and selectivity. Value, flexibility, emotional resonance, and multichannel shopping behavior will be key for brands navigating this more cautious season. 

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