Streaming’s Rise Continues As Advertisers Diversify Strategies

Audiences continue to shift toward cross-platform viewing, as revealed by iSpot’s new TV Ad Transparency Report. But even as TV ad impressions declined, linear spend has risen, which iSpot Chief Commercial Officer Mark Myers says “shows that brands aren't pulling back, they're getting smarter—prioritizing precision, tailored placements and measurable outcomes." 

• Q1 2025 linear TV ad impressions declined about 4% year-over-year, estimated national linear TV ad spend was up 4% compared to Q1 2024.
• During the quarter, OTT impressions accounted for nearly 14% of total viewing impressions across a consistent set of 50 brands, a steady climb from early 2023 (6%-8% of monthly impressions). 
• On the flip side, linear TV impressions have been steadily declining, from around 92% in early 2023 to approximately 86% by March 2025.
• This highlights that while linear remains the dominant source of impressions, the continued growth of streaming underscores a major shift in audience behavior and a critical opportunity for advertisers adapting their cross-platform strategies. 

For more linear and streaming TV insights, including a look at the top creatives, download iSpot’s report here.