"Usually an increase in ad impressions corresponds with a decrease in ad prices, as has been the case on YouTube, according to Tinuiti's Q3 2025 Digital Ads Benchmark Report. Streaming ad prices are dropping but still relatively pricey for the premium ad-supported streamers, per Tinuiti. Meanwhile free, ad-supported streaming TV services - among streaming's cheapest inventory sources - are filling less of their available ad inventory, exemplifying the supply-demand imbalance, according to Wurl's CTV Trends Report 2025."
"The streaming ad market's economics are out of whack. More people are watching ad-supported streaming services, which is helping to drive down streaming ad prices. But a lot of streaming ad inventory is going unsold. Thus streaming's supply-demand imbalance, as the following charts illustrate. The average person is using almost 11 streaming services, with roughly 4 being free streamers, according to TiVo's Q2 2025 Video Trends Report for North America."
Streaming ad impressions are increasing as more viewers use ad-supported tiers and free streamers. The average person uses almost 11 streaming services, about four of which are free. Rising impressions have coincided with falling streaming ad prices, though premium ad-supported streamers still command relatively higher rates. Many free, ad-supported streaming TV services are failing to fill significant portions of their available ad inventory. Traditional linear TV is showing the opposite pattern, with household reach and ad airings down while advertiser spending rises. The combined trends create a pronounced supply-demand imbalance in the streaming ad market.
Read at Digiday
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