CTV in 2025: The Growth Story Continues

Authored by Arun Raghav, Founder of BEglobal

As we step into 2025, one thing is clear: CTV is not just growing, it's accelerating at full speed. Streaming platforms are rapidly transforming the media industry. CTV offers new opportunities for advertisers and content creators. According to GroupM, streaming TV ad revenue is expected to grow by 12.9% in 2025, and to surpass traditional TV revenue by 2029 globally. This clearly represents the power of device experience, which engages viewers with high-quality content and innovative advertising opportunities. In my view, the following three key factors are driving CTV growth this year:

FAST Channels

The biggest driver of CTV growth is the boost in FAST channel platforms. These platforms have gained significant popularity because they offer a viewing experience similar to traditional TV, making them familiar and easy to adopt. For publishers who have deep content library, FAST is a goldmine. They can reproduce their older content into dedicated channels to keep audiences engaged while generating additional ad revenue. FAST is also working as a smart promotional tool for ongoing series and fresh content. Unlike cable TV, where the number of available channels is limited, FAST has no restrictions on how many channels can be created, making it a limitless opportunity for advertisers. With this growth in new channels, we can see a flood of fresh ad inventory.

SMB Advertisers

CTV has also opened the doors for new advertisers, especially Small & Medium Businesses (SMBs). BEglobal’s DSP/SSP data indicates that in 2024, more than 2000 new advertisers in India, Indonesia and South Africa launched their first-ever CTV campaigns. I predict this number will exceed 10,000 in 2025. So far, SMBs have focused on buying local TV spots based on geography rather than specific audience data. But CTV is changing the game. However, there is still a challenge: CTV's fragmented landscape means smaller advertisers might find it difficult to navigate multiple platforms. As CTV grows, the industry will see increased automation and programmatic buying, making it easier for advertisers to manage their campaigns efficiently.

Programmatic Buying

Over the past two years, CTV advertising has increasingly moved toward programmatic buying. Many advertisers are now choosing biddable private marketplace (PMP) deals over traditional programmatic guaranteed deals because programmatic buying offers flexibility, efficiency, and better control over ad frequency. It helps advertisers reach more households with the same budget, avoid ad repetition, and prevent overlap with linear TV ads. But the challenge is, "Will all CTV inventory eventually become programmatic?"  While mobile and desktop ads are almost fully programmatic today, CTV operates differently. The production and distribution of high-quality TV content often require direct partnerships, meaning big publishers will likely continue selling premium inventory through traditional upfront deals. But as programmatic grows, advertisers will demand better measurement, accountability, and fraud prevention to ensure their investments deliver real results.

CTV's growth shows no signs of slowing down. With more streaming services, more advertisers, and more automation, 2025 is shaping up to be a landmark year for connected TV advertising. The expansion of FAST channels will create endless opportunities for advertisers, especially for SMBs, and programmatic buying will streamline ad placements and improve efficiency. For advertisers, the time to invest in CTV is now. The future of TV is streaming, and those who adopt it early will lead the way.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.