Wurl, a specialist in the streaming TV industry, has published its latest iteration of The CTV Trends Report – a collection of data-driven insights into the forces shaping the connected TV (CTV) industry in the US. This quarter’s report includes historic metrics on Session Lengths, Hours of Viewing, Ad Load, and Ad Fill Rates, uncovering key trends and opportunities for both content owners and advertisers to drive better business outcomes on TV screens.

As CTV solidifies its position as a prominent force in media – now accounting for 41 per cent of total TV time (according to Nielsen) – the challenge for streamers and publishers has shifted to sustaining engagement and driving continued growth in the face of ongoing changes in media consumption. At the same time, with ad-supported models gaining traction and streaming TV set to be the fastest-growing ad spend category this year, advertisers are increasingly seeking to optimise their CTV strategies to drive greater ad effectiveness while streamers seek to enhance, rather than detract from, the viewer experience.

Wurl’s latest report underscores this notable period of change and opportunity within the streaming ecosystem, with insights on how content owners and advertisers can capitalise on the industry’s momentum.

Key findings from the report include:

• Session Lengths continue to plateau: While the Average Session Length grew in the fourth quarter of 2024, it has yet to fully recover from mid-2023 declines (Q3 2023 saw Average Session Length decrease by nearly 16 per cent compared to the year before). Keeping audiences engaged for longer remains an opportunity, and a challenge, for publishers and streamers.
• Hours of Viewing (HOV) hold steady: Q1 2025 is on track to see a modest 3 per cent increase in HOV versus last quarter. Still, overall momentum has slowed in recent years despite a surge in content and growth in streaming audiences overall.
• Ad Load has stabilised: Ad Load continues to sit at around 9 minutes per hour on CTV, significantly lower than the 15-minute Ad Load seen on linear television. As ad-supported models – and specifically FAST – continue to gain momentum, there’s room for streamers and publishers to reap additional revenue through increased monetisation.
• Ad Fill Rates continue to be impacted by the surge in supply: Ad Fill Rates are trending lower overall as CTV supply outpaces advertiser demand. Better data strategies and innovative advertising techniques will be key in driving improved monetisation and ad delivery.

“The CTV market is maturing and how viewers consume content is changing,” said Dave Bernath, General Manager, Americas at Wurl. “While streaming TV has established itself as a primary viewing destination, it hasn’t reached its full potential – with overall growth leveling off in terms of both time spent and monetisation. 2025 will be a year of reckoning for many – publishers and streamers must seek new ways to reach, engage, and monetise viewers, while advertisers need to rely on better data and targeting strategies to drive more effective outcomes.”

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Categories: Advertising, Articles, Broadcast, Connected TV, Consumer Behaviour, OTT, Research

Tags: advertising, CTV, FAST, Wurl