{"id":62085,"date":"2025-05-23T13:55:27","date_gmt":"2025-05-23T05:55:27","guid":{"rendered":"http:\/\/www.teampcheng.com\/blog\/?p=62085"},"modified":"2025-05-23T13:55:32","modified_gmt":"2025-05-23T05:55:32","slug":"doubleverify-releases-global-insights-report-on-the-state-of-streaming-in-2025","status":"publish","type":"post","link":"http:\/\/www.teampcheng.com\/blog\/lifestyle\/doubleverify-releases-global-insights-report-on-the-state-of-streaming-in-2025\/","title":{"rendered":"DoubleVerify Releases Global Insights Report on the State of Streaming in 2025"},"content":{"rendered":"\n<p>New data reveals CTV ad growth amid transparency gaps and media waste challenges<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-style-default\"><a href=\"http:\/\/www.teampcheng.com\/blog\/wp-content\/uploads\/2023\/09\/DoubleVerify_Logo.png\"><img loading=\"lazy\" decoding=\"async\" width=\"415\" height=\"350\" data-attachment-id=\"45026\" data-permalink=\"http:\/\/www.teampcheng.com\/blog\/lifestyle\/doubleverify-study-reveals-gap-between-intent-and-action-in-media-quality-measurement-in-apac\/attachment\/doubleverify_logo\/#main\" data-orig-file=\"http:\/\/www.teampcheng.com\/blog\/wp-content\/uploads\/2023\/09\/DoubleVerify_Logo.png\" data-orig-size=\"415,350\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"DoubleVerify_Logo\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"http:\/\/www.teampcheng.com\/blog\/wp-content\/uploads\/2023\/09\/DoubleVerify_Logo-300x253.png\" data-large-file=\"http:\/\/www.teampcheng.com\/blog\/wp-content\/uploads\/2023\/09\/DoubleVerify_Logo.png\" src=\"http:\/\/www.teampcheng.com\/blog\/wp-content\/uploads\/2023\/09\/DoubleVerify_Logo.png\" alt=\"\" class=\"wp-image-45026\" srcset=\"http:\/\/www.teampcheng.com\/blog\/wp-content\/uploads\/2023\/09\/DoubleVerify_Logo.png 415w, http:\/\/www.teampcheng.com\/blog\/wp-content\/uploads\/2023\/09\/DoubleVerify_Logo-300x253.png 300w\" sizes=\"auto, (max-width: 415px) 100vw, 415px\" \/><\/a><\/figure>\n\n\n\n<p>Manila, Philippines \u2014 DoubleVerify (\u201cDV\u201d) (NYSE: DV), a leading software platform for digital media measurement, data, and analytics, has released its latest report, DV Global Insights: Trends in the Modern Streaming Landscape, offering an in-depth look at the state of streaming TV advertising in 2025. Drawing from DV\u2019s proprietary measurement data and a global consumer survey of 22,000 viewers, the report explores how consumer behavior and advertising performance are evolving across the rapidly growing connected TV (CTV) ecosystem.<\/p>\n\n\n\n<p>In 2024, DV\u2019s CTV impression volume increased by 66% year-over-year, reflecting both the scale and importance of the medium for advertisers. Yet, DV\u2019s research also underscores the significant challenges still facing the industry \u2014 the lack of app transparency, persistent viewability blind spots, and high rates of sophisticated invalid traffic (SIVT), including bot fraud.<\/p>\n\n\n\n<p>\u201cCTV has become a centerpiece of digital video strategy with huge growth potential for both branding and performance campaigns,\u201d said Mark Zagorski, CEO of DoubleVerify. \u201cIt 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.\u201d<\/p>\n\n\n\n<p>Key findings from DV\u2019s report on streaming include:<\/p>\n\n\n\n<p>\u25cf CTV ad impression volumes rose 66% year-over-year, with particularly strong growth in markets such as the Netherlands, Indonesia, and Singapore.<\/p>\n\n\n\n<p>\u25cf Only 50% of CTV impressions offered full app transparency in 2024, creating significant blind spots for marketers.<\/p>\n\n\n\n<p>\u25cf \u201cTV Off\u201d remains a widespread issue, where ads continue to play even after the TV screen has been turned off. Without proper safeguards, this and other media quality issues in CTV cost advertisers an average of $700,000 in wasted spend per billion<\/p>\n\n\n\n<p>impressions.<\/p>\n\n\n\n<p>\u25cf Bot fraud accounts for 65% of all CTV fraud \u2013 with 4 million infected devices generating fake traffic daily, costing advertisers millions in wasted spend each month.<\/p>\n\n\n\n<p>The report also examines how consumer preferences are shaping the streaming ad experience. According to DV\u2019s survey, 41% of consumers now prefer ad-supported video over paid subscriptions, with long-form content (like TV shows and podcasts) offering stronger environments for brand-building than short-form platforms do. Importantly, 64% of viewers say the genre of content impacts how they perceive ads and brands, reinforcing the need for contextual ad alignment.<\/p>\n\n\n\n<p>Later in the report, DV reveals findings from a separate global survey of nearly 2,000 marketers, which explores how advertisers are adapting their streaming strategies in light of these challenges. The marketer study dives into CTV spending trends, barriers to growth, and increasing demand for transparency, measurement, and brand suitability.<\/p>\n\n\n\n<p>Key data points from the marketer poll reveal:<\/p>\n\n\n\n<p>\u25cf 72% of marketers say ads placed in CTV environments outperform their campaign baselines, underscoring the channel\u2019s strong perceived ROI.<\/p>\n\n\n\n<p>\u25cf At the same time, 68% of marketers say they must have transparency to justify the high cost of CTV advertising, signaling a clear demand for better visibility into where ads are running.<\/p>\n\n\n\n<p>\u25cf Additionally, 63% of marketers say it\u2019s difficult to tell whether their CTV buys are actually reaching real viewers, a concern compounded by ongoing issues like \u201cTV Off\u201d scenarios and inconsistent viewability standards.<\/p>\n\n\n\n<p>\u25cf Despite these challenges, 54% of marketers increased their CTV spend over the past year, and 66% of non-CTV advertisers plan to begin investing in the channel in the next 12 months, illustrating both optimism and urgency around getting measurement right.<\/p>\n\n\n\n<p>As the industry moves into the 2025 Upfront and NewFront season, DV continues to invest in measurement, fraud protection, and innovative attention metrics to help advertisers maximize the impact of their media buys. Visit DV\u2019s website to download the full report.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New data reveals CTV ad growth amid transparency gaps and media waste challenges Manila, Philippines \u2014 DoubleVerify (\u201cDV\u201d) (NYSE: DV), [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":45026,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2730],"tags":[10266],"class_list":["post-62085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-lifestyle","tag-doubleverify"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>DoubleVerify 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