Top 5 Media Landscape Insights- February

Stay ahead of the curve in today’s ever-evolving media landscape with DirectAvenue’s Top 5 Media Landscape Insights. We provide you with critical network updates and emerging media trends in a clear, digestible format.

February 1, 2025

1. Ad Market Expands 8.5%- The U.S. ad market saw a strong December, with a 13.2% growth, helping total 2024 ad spending rise by 8.5%. This growth tied with August and came just behind July’s 15.3% increase during a year marked by fluctuating peaks. December’s performance is particularly significant as it compares with the ad spending spikes driven by the Olympics in July and August.
2. Broadcast TV Reaches 91% Of Streamers, Linear TV at 14%- Streaming platforms continue to grow and capture market share from traditional TV, but broadcast/linear platforms still retain significant influence, according to the TVB. A GfK survey shows that 61% of Netflix subscribers do not see ads, with more than half of Disney+ (53%) and Max (57%) users also being ad-free. Despite streaming’s rise, a large portion of subscribers on major platforms remain without ads.
3. Consumer Spend on Generative AI Apps: Nearly $1.1B- In 2024, global consumer spending on in-app purchases and subscriptions for smartphones reached $150 billion, marking a 13% year-over-year increase, according to Sensor Tower’s State of Mobile report. For the fourth consecutive year, spending on non-gaming apps grew faster than on games, with non-gaming app spending rising by 25% YoY, or nearly $14 billion. In contrast, spending on gaming apps saw a much slower growth of just 4% YoY.
4. Fox is Streaming the Super Bowl for Free- For the first time, the Super Bowl will be available for free via streaming, alongside traditional antenna viewing. Fox, which owns Tubi, will stream the February 9 game on the free, ad-supported app, aiming to boost its visibility among younger viewers. Since acquiring Tubi for $440 million in 2020, Fox has helped it grow to 97 million monthly active users, making it the second-most watched free streaming app, trailing only Roku Channel, according to Nielsen.
5. Trade Desk Buys Ad Data Firm Sincera- with the deal expected to close Q1 2025. Sincera provides objective data insights that will enhance The Trade Desk’s offerings, helping clients optimize programmatic ad spending in a fragmented media landscape. This acquisition follows The Trade Desk’s recent announcement of its smart TV operating system, Ventura, aimed at competing with Roku and Amazon Fire TV. The company is positioning itself for a year of record ad spending in 2025.