What’s Working in 2025 (And Why We’re All Tuning In)
It’s official—2025 is proving to be a blockbuster year for media. As we hit the halfway mark, trends are emerging faster than trailers before a summer movie, and we’re here for it. From ad-supported streaming to the rise of total video strategies, one thing is clear: TV is not just alive and well—it’s thriving and evolving. Let’s break down what’s working, what’s surprising, and what marketers should lean into as we cruise into Q3.
Streaming Is Growing—But Ad-Supported Is Leading
As subscription fatigue sets in and streaming services hike prices, viewers are hitting pause on ad-free plans. Nearly four in ten viewers say they’re happy to watch ads if it means a cheaper subscription. Translation? Advertisers, welcome back to the party. Ad-supported tiers on platforms like Netflix, Hulu, and Amazon Freevee are exploding in popularity, and brands are stepping in with smarter, more targeted creative.
The real kicker? Viewers are paying more attention during these ads than ever before—especially during big cultural moments. That means premium inventory, engaged audiences, and major potential for brands that know how to make an impression.
Total Video: Where Linear + Digital = Magic
One of the biggest wins this year? Marketers embracing a total video strategy. Gone are the days of choosing between linear TV or digital. Today, it’s all about meeting your audience everywhere they watch—whether it’s primetime cable, CTV, YouTube, or TikTok. And when campaigns are thoughtfully connected across platforms, the results speak volumes.
We’ve seen firsthand at Diray how brands that combine linear and digital video see a serious lift in reach, engagement, and conversions. QR codes on TV screens that lead to digital storefronts? Yep, they’re working. Retargeting viewers who saw your national TV spot with a follow-up ad on Instagram? Even better.
Smarter Planning Powered by Performance
TV may be traditional, but it’s no longer old school. Thanks to smarter data tools and advanced attribution, 2025 media planning is more performance-driven than ever. Brands are demanding accountability—and media buyers are delivering. Whether it’s reducing CPO, improving ROAS, or zeroing in on the platforms that actually drive foot traffic, the right mix of TV and digital delivers results you can measure.
At Diray, we’re leaning into real-time optimization, testing creative variations, and using cross-channel analytics to make every media dollar count. It’s not about guessing anymore—it’s about knowing what works and doubling down.
The Year of Live Events & Cultural Moments
Remember when appointment viewing felt like a thing of the past? Not anymore. Live TV is having a moment—again. From must-see debates and award shows to major sports events, audiences are gathering around their screens (and their phones) for shared experiences. And after delivering strong impression rates during recent high-impact airings, one thing is clear: brands that show up in these moments get seen.
It’s not just about impressions—it’s about impact. These events fuel conversations, drive web searches, and generate massive social buzz. In 2025, brands are building media plans around these moments, not just filling in the gaps.
What’s Next? More Integration, More Innovation
The second half of the year is poised for even more momentum. We’re expecting further growth in FAST channels (free ad-supported streaming TV), deeper integration between TV and eCommerce, and more opportunities for brands to create seamless stories across screens. The best part? We’re just getting started.
So, whether you’re an emerging brand or a household name, one thing’s for sure: TV isn’t just part of your media plan—it’s the foundation of your brand story. And when it’s paired with smart digital strategy? That’s when the real magic happens.
Ready to amplify your brand across every screen?
Let’s talk total video strategy. Because the future of TV? It’s already here—and it’s performing.