Industry Review 2025: CTV, Gaming and the Future of Entertainment

Let’s collectively agree that YouTube is CTV and as a result, accounts for the majority of CTV ad spend. Let’s also agree that genuine CTV trading outside of the US is very difficult, because of so much fragmentation. We are very bullish on the opportunities that CTV presents, but we need to be realistic and stop talking about it from a global perspective, because there is no global CTV industry. The Year of Gaming is the new Year of Mobile. Gaming provides so much opportunity with such rich audience data, something which only gaming companies seem to fully take advantage of. It’s difficult, and it’s a removal from a standard media plan, but what even is a standard media plan anymore? If you want attention, gaming is a good bet. It allows you to be creative and engage an audience that is ready to interact with your brand, so the short-term pain of trying to make it work will result in long-term gains. Audio is great and isn’t talked about enough outside of the audio industry echo chamber. Like gaming, there’s so much opportunity for attention and engagement, and there are many exciting things being done creatively. We just need to talk about it more.

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