Wurl: The CTV Trends Report

Reports
Written By TVREV

CTV is still growing — but the rules have changed.

Wurl’s March 2025 CTV Trends Report takes the pulse of the connected TV space and uncovers how both viewer behavior and advertiser strategies are evolving as the market matures. With FAST adoption rising, ad spend hitting new highs, and the fight for viewer attention intensifying, this report dives into key metrics like session length, hours of viewing, ad load, and fill rates to show where things are heading — and where the opportunities lie.

What you’ll find inside:

  • Why discovery and personalization are now must-haves, not nice-to-haves

  • The growing gap between ad inventory and demand — and how contextual advertising can help fill it

  • What stable session lengths and daily viewing hours really mean for engagement

  • Why streaming’s next phase is all about retention, not just reach

TVREV

TVREV captures the voices and insights of executives in the TV, digital and advertising industries. Our insights, reports, newsletters, videos and events are guideposts for everyone in the greater television ecosystem, from programmers and distributors to advertisers and adtech companies.

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