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!

November 1, 2025

Open Programmatic CTV: Roku Dominates, Apple Rising

According to MediaPost, despite a slight dip, Roku still holds the largest share (36 %) of the North American open-programmatic connected TV device market in Q3 2025. Meanwhile, Apple TV jumped 27 % to reach 15 % share, while Amazon Fire TV and LG slumped to 14 % and 5 % respectively. The open programmatic CTV market is substantial (approx. $5.7 billion in Q2 2025) and growing globally.

Netflix’s ad biz accelerates- what’s next as AI, M&A opportunities loom

Netflix’s advertising business hit a new high in Q3 2025, with U.S. upfront commitments doubling and the company on track to more than double ad revenues in 2025. Netflix is now advancing its in-house ad tech stack, planning deeper AI-powered ad formats, better targeting/measurement, and exploring M&A opportunities to fuel growth according to Marketing Dive.

Streaming To See 18% Ad Gains in Q3, Netflix to Double Growth

Streaming platforms in the U.S. are headed for about an 18 % increase in ad revenue in Q3 2025 (to ~$3.8 billion), while national linear TV is expected to decline ~10 % (to ~$4.65 billion). Within that uplift, Netflix’s ad business is projected to more than double, reaching ~$537 million — a standout among platforms. The shift reinforces how connected and streaming TV are closing in on parity with linear TV in ad dollars, as sports and premium content migrate to streaming.

Walmart debuts 2 Black Friday events

Walmart is staging two distinct Black Friday deal windows this year: Nov 14-16 (online & in-store) and Nov 25-Nov 30 (online first, then in stores) — plus an online only Cyber Monday sale on Dec 1. The strategy underscores Walmart’s emphasis on value as consumers face budget pressure, with deep discounts (up to 60 %) and early access for Walmart+ members. 

The Weekly Closeout: Amazon hikes fulfillment fees and retailers list AI as a risk factor

According to RetailDive, Amazon plans modest fee increases for third-party sellers beginning Jan 15 (for example +$0.25 for items priced $10-$50) while offering more granular fee tiers. Meanwhile, a growing number of major retailers — including Walmart, Target and Macy’s — are formally listing AI-related risks (ethical, governance, compliance) in their annual reports, highlighting growing caution around the tech’s business impact.

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