Streaming has solidified its position at the center of premium video advertising. In the last year alone, multiscreen TV ad views across the US and EUR rose by +11%, with that growth expected to continue as more viewers flock to lower or no-cost ad-supported platforms.1 Streaming ad spend is also projected to hit $20B in the next three years as the industry responds to increasing supply.2
To help the buy- and sell-side better navigate the rapidly expanding media landscape, the FreeWheel Advisory Services team recently released the latest Video Marketplace Report, with data covering the second half of 2025.
The report summarizes three trends currently transforming the streaming ecosystem:
Programmatic demand diversification
With the demand for premium video accelerating, both buyers and sellers are evolving to keep up. Buyers are seeking greater access to high-quality inventory, while publishers are expanding their monetization strategies to reach more diverse demand sources. This shift is reshaping how inventory is packaged, accessed, and activated across the ecosystem.
Programmatic growth is an indicator of this change, with the U.S. seeing +28% YOY growth. In the second half of 2025, programmatic delivery accounted for a third of total streaming ad views, attracting a broader, more diverse pool of advertisers. Growing programmatic access to linear inventory is also making it easier for advertisers of all sizes – not just large brands – to access premium TV inventory. By opening up these impressions to be transacted programmatically, it enables more advertisers to tap into additional impactful moments to reach audiences and helps to democratize the TV advertising ecosystem.
The growing importance of metadata
As programmatic advertising continues to gain momentum, so too does the need for high-quality signals.
Metadata is a critical factor in how inventory is evaluated and transacted. The presence of enriched metadata can play a decisive role in whether inventory is considered premium; directly impacting demand. According to a recent survey, more than 50% of advertisers would be more interested in buying programmatic inventory if it contained signals indicating premium content.1
Stronger signals provide advertisers with greater visibility into what they’re buying, enabling more informed decisions and increasing confidence in programmatic environments. However, there is still a significant opportunity to expand and improve metadata usage across the ecosystem. Standardization, in particular, is key. By reducing fragmentation and aligning on common frameworks, the industry can improve interoperability between platforms—making it easier for buyers and sellers to transact efficiently at scale.
Expanding AI adoption
AI was the talk of the town coming out of the Upfronts, as every major industry player announced plans to launch or further invest in AI capabilities. From planning and activation to optimization and measurement, AI touches nearly every layer of the supply chain and is quickly becoming foundational to how streaming advertising operates.
Agencies and publishers are leaning into agentic AI to help streamline connections and enable more efficient transactions. With manual processes giving way to more seamless, tech-enabled workflows, buyers and sellers can transact with greater speed, precision, and transparency.
Looking ahead
As the streaming ecosystem continues to evolve, enhanced supply, richer signals, and AI advancement will continue to move the industry toward a more efficient and connected future. Success will depend on deeper transparency, greater automation, and stronger interoperability across the ecosystem.
Collaboration across buyers and sellers will be critical to reduce fragmentation, build trust, and unlock a more efficient, scalable, and democratized marketplace.
For a deeper dive into the trends shaping the market, download the latest Video Marketplace Report.
Sources
1. FreeWheel, Video Marketplace Report 2H 2025, September 2025.
2. Wall Street Journal, The TV Ad Market Is Being Taken Over by Streaming Platforms, May 2026.
