Publishers and advertisers in the streaming ecosystem have increasing access to highly engaged audiences across digital premium video. The rise of live streaming events and innovations of ad formats are transforming how brands connect with viewers.
FreeWheel’s latest Video Marketplace Report takes a deep dive into the major shifts in streaming from the second half of 2024 (2H 2024), keying into the viewership and monetization trends that are likely to characterize 2025.
Here are three takeaways from 2H 2024:
1. CTV dominates streaming ad views.
In the U.S. and Europe, streaming ad views grew by +11% YOY as live events and premium content drew in large audiences.1 Ad views increasingly come from CTV as it offers better ad targeting, measurement, and customization. The second half of 2024 also saw growth in programmatic.
- In the U.S., 85% of total ad views now come from CTV, with live content (90%) leading over VOD (80%).1
- In Europe, CTV accounts for 77% of live programming ad views, reflecting a shift toward streaming-based live content.1
2. Live streaming events drive greater engagement.
Major live events like the 2024 Paris Summer Olympics and Paralympics, UEFA Euro Final, and WNBA season saw record-breaking streaming viewership. And as publishers invest in more live content, programmatic will unlock new opportunities for advertisers.
- Compared to the 2020 Tokyo Games, NBCUniversal’s exclusive U.S. coverage of Paris saw +82% viewership,2 while Warner Bros. Discovery’s coverage in EUR boosted unique streaming viewers by 4X.3
- NBCUniversal’s strategic use of programmatic in the 2024 Paris Olympics resulted in a +90% increase in participating advertiser.2
Advertisers and publishers used premium live streaming events to explore dynamic, multiscreen ad strategies that leverage CTV’s interactivity and increase engagement.
3. Innovation in ad formats and targeting expand.
Streaming offers new ways to bolster engagement and ad relevance. 2024 saw an uptick in targeted ads in the U.S. and Europe, as well as innovation in interactive ad formats.
- Interactive ad formats such as QR codes, trivia ads, and clickable ads are gaining traction, offering advertisers new ways to engage viewers.
- Contextual targeting is growing in popularity as publishers seek privacy-friendly ways to enhance relevance without relying solely on third-party data.
With live streaming events boosting ad viewership, programmatic expanding, and interactive ads growing, the 2025 ad landscape will demand more strategic targeting and innovative ad formats if brands are to stand out. To maximize revenue, advertisers and publishers should consider embracing programmatic for live events, make the most of interactive ad formats, and incorporate new targeting techniques.
For a deeper dive into the strategies that will drive streaming ad success, download the latest Video Marketplace Report.
Sources:
- FreeWheel. “2H 2024 Video Marketplace Report: Delivering on Streaming.” 2025.
- Comcast. “FreeWheel and NBCU’s Programmatic Partnership for Paris 2024 Contributes to Record-Breaking Streaming Event for Advertisers.” 2025.
- NewscastStudio. “Warner Bros. Discovery and BBC Report Strong Streaming Numbers for Paris Olympics.” August 2024.
