DoubleVerify：2025年全球流媒体趋势报告：基于消费者与广告商视角（英文版）（26页）.pdf

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1、AD2025 Global InsightsTrends in the Modern Streaming LandscapeTrends in the Modern Streaming Landscape22025 Global InsightsStreaming TV continued its rapid ascent in 2024;DV video ad monitoring on connected TV(CTV)grew 66%year-over-year across the globe,solidifying its role as a premium,high-growth

2、channel for advertisers.Yet,even as dollars pour in,persistent challenges such as lack of transparency,viewability issues and fraud continue to drive media waste and undercut performance.Despite these challenges,advertiser confidence remains strong.Brands are responding to shifting consumer behavior

3、,with viewers spending more time streaming live content and embracing ad-supported models.Marketers report better campaign performance on CTV,though they continue to demand greater transparency,better measurement and more control over content alignment.Regional growth patterns and device trends also

4、 point to streaming TVs expanding influence.In 2024,CTV ad impression volumes increased significantly across all regions,with particularly strong growth in Mexico,the Netherlands,the Philippines and Belgium.Executive SummaryThe State of Streaming in 2025CTV Consumption and Quality Verification Grows

5、 GloballyYear-over-year Growth in CTV Ad Impression VolumeGlobalUnited States+57%Mexico+208%Netherlands+196%Belgium+143%Philippines+171%Australia+95%+66%Trends in the Modern Streaming Landscape32025 Global Insights63%of marketers who advertise on CTVsay its hard to tell if their buys reach real view

6、ersDVs Fraud/SIVT Filter Rateincreased 110%year-over-year driven by an increase in bot fraud the most commonfraud type in CTV environmentsVideo ads saw a 66%year-over-year increase in global ad verification investments(DVs volume of monitored impressions)ADADOnly50%of CTV impressionsoffered full app