The State of OTT and CTV Monetization 2025

Conversation about monetization is so nuanced that after a decade of writing on this topic, I am still looking for meaning where there may be little to find. Essentially, what I've come to understand is that ad?vertising is like the stock market: Certain aspects of advertising deals are not transparent now and may never become fully transparent. What is clear, ac?cording to research from Statista, is that 64% of rev?enue growth in the U.S. in OTT is coming from ad?vertising.