We are excited to reveal the latest edition of the TVision State of Streaming report. The twice yearly report provides the industry with benchmarks and insights into advancements and innovation in all things streaming - from breakthrough original content and live sports, to how advertisers can best engage streaming viewers across all the major apps.
As John Rose, Senior Partner Emeritus and Senior Advisor at BCG states in the forward to this report, "Streaming TV continues to grow and is winning. It’s the prevailing pathway for video content on the living room TV... For marketers, CTV is becoming a material opportunity, and they are responding with larger investments. Streaming apps are presenting creative opportunities for media investments—traditional TV ads, pause ads, and shorter ads."
But marketers face challenges to getting this opportunity right. The data in this report provides marketers and media companies with the necessary information to meet these challenges.
In this report we take a look at the apps, viewer trends, shows and events that were key to streaming innovation in the first half of 2025.
We reveal: