Mumbai: DoubleVerify, a software platform for digital media measurement, data, and analytics, has released its latest industry report titled DV Global Insights: Trends in the Modern Streaming Landscape. The report offers a comprehensive view of the connected TV (CTV) advertising ecosystem in 2025, combining proprietary measurement data with a global consumer survey of 22,000 viewers.
The report underscores a striking 66% year-over-year increase in CTV ad impression volume, highlighting the explosive growth and significance of CTV as a key medium for both brand and performance advertising. However, it also brings into focus a growing set of challenges — including app transparency blind spots, rising fraud levels, and media waste.
“CTV has become a centerpiece of digital video strategy with huge growth potential for both branding and performance campaigns,” said Mark Zagorski, CEO of DoubleVerify. “It is still a maturing medium, however, and this report highlights the very real challenges inherent in that evolution. A lack of transparency, an increase in rogue behavior, and the lack of industry operational standards create an environment in which media waste is becoming a growing issue. These are challenges that a combination of technology innovation plus industry collaboration can address to the advantage of all advertisers.”
Key Findings from the 2025 DV Report:
- CTV ad impression volume surged by 66% YoY, especially in emerging markets like the Netherlands, Indonesia, and Singapore.
- Only 50% of impressions offered full app transparency, limiting advertisers’ ability to track ad placements.
- Issues like “TV Off” scenarios (ads running after the TV is turned off) result in an estimated $700,000 in wasted ad spend per billion impressions.
- Bot fraud remains rampant, accounting for 65% of CTV fraud, with 4 million infected devices generating fake impressions daily.
The report also emphasizes shifting consumer behaviors. 41% of viewers now prefer ad-supported streaming over paid subscriptions, and 64% believe that content genre impacts their perception of ads — emphasizing the need for better contextual alignment in advertising.
Insights from DV’s Global Marketer Survey:
- 72% of marketers believe CTV ads outperform campaign baselines, pointing to strong ROI.
- 68% insist on transparency to justify the premium costs associated with CTV placements.
- 63% struggle to confirm if CTV ads are reaching real users, raising concern over “TV Off” and viewability inconsistencies.
- Despite this, 54% increased CTV spend in the past year, while 66% of non-CTV advertisers plan to enter the space within 12 months.
As the media industry enters the 2025 Upfront and NewFront season, DoubleVerify is doubling down on measurement innovation, fraud prevention, and advanced attention metrics to empower brands with tools to optimize their streaming investments.
