Top 5 Media Landscape Insights- August
Media Trends: DirectAvenue’s Top Five Observations in Linear & Connected TV
Stay ahead of the curve in today’s ever-evolving linear and connected TV media landscape with DirectAvenue’s Top Five Media Trends & Observations. We share critical network updates and highlight emerging media trends!
August 1, 2025
Powered by Netflix, Share Soars to 46% in June
To begin, streaming captured 46 % of total TV viewing in June 2025, reflecting a 5.4 % month-over-month increase driven largely by Netflix’s impressive media trends which represented 42 % of the overall streaming gain. This surge shifted viewing habits away from traditional television—broadcast and cable now collectively hold less share than streaming, with broadcast falling below 20 %.
Sports & Data Partnerships Shape Live TV
Meanwhile, June streaming television results strongly benefited from leading premium streaming service Netflix — which leaped 13.5% in viewing versus May to a 8.5% viewing share, according to Nielsen’s Total TV/Streaming Snapshot on MediaPost.
Disney Upfront Highlights Streaming and Sports Media Trends
According to MediaPost, Disney Advertising has completed all its TV upfront deal-making, with streaming and sports content showing major gains and overall volume consistent with last year—estimated at roughly $9.45 billion—while streaming alone accounted for 40% of the total upfront volume.
Linear TV’s Ad-Supported Media Hold Strong at 70%
Traditional TV content viewing of long-form programming—such as half-hour and hour-long shows—still commands major attention among adults age 18 and up, comprising a 67.4% share in June for ad-supported linear TV networks, according to the TVB.
Roku, Samsung, and Scripps: CTV Commerce Innovations Drive New Media Trends
Finally, Roku, Samsung, and Scripps are piloting a new ad solution developed by WPP Media and Criteo that brings real‑time commerce signals from over 17,000 e‑commerce sites into Connected TV (CTV) advertising, enabling highly curated audiences and measurable outcomes like foot traffic and sales through Deal IDs in Criteo’s Commerce Grid SSP according to AdWeek. The initiative marks a shift from CTV as a traditionally upper‑funnel branding channel to a full‑funnel, performance‑driven medium offering.
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