1. Free streaming channels grew 12%, with a 29% jump in viewing time. 2. Average session duration increased by 25%, indicating deeper viewer engagement. 3. Advertisers have untapped opportunities due to lower ad fill rates. 4. Premium content availability is increasing in free channels. 5. Wurl reports significant growth in audience scale and engagement.
The growth in the free streaming market suggests increased ad revenue potential for APP. Historically, companies that capitalize on emerging market trends see stock price appreciation.
The report directly connects to APP's subsidiary Wurl and indicates market trends affecting revenue streams. Increased audience engagement leads to potential revenue growth, suggesting investor confidence.
As the streaming landscape evolves, sustained viewer engagement and ad opportunities could benefit APP in the long run. Companies typically report gradual revenue growth as market segments mature.
Report reveals 12% growth in households, 29% jump in viewing hours, and rising engagement across genres
Wurl, a leader in the streaming TV industry, today released an iteration of The CTV Trends Report – a collection of data-driven insights into the forces shaping the connected TV (CTV) industry. This edition offers marketers a detailed look at how adoption of free, ad-supported streaming channels is evolving, with more viewers tuning in, engaging longer with content, and creating new opportunities for advertisers.
With advertisers seeking more efficient ways to reach audiences, the report highlights why free streaming channels are becoming an increasingly important part of any media mix. As more premium content becomes available within free channels, viewers are not only watching more, but they're staying longer – supporting a dramatic increase in the hours of viewing, and corresponding ad opportunities.
Key findings from the report include:
As audiences expand, tune in for longer, and engage more deeply, publishers are increasingly adopting new and creative targeting strategies to attract more demand.
"As the streaming landscape continues to evolve, free streaming TV is proving itself to be an efficient and high-performing channel," said Dave Bernath, CEO, Wurl. "We're seeing significant growth in both audience scale and engagement. At the same time, premium ad inventory remains available, which means advertisers have a unique opportunity to secure high-impact placements as the market continues to mature."
Wurl's data helps savvy marketers make informed media decisions and capture opportunities in a space that continues to gain traction year over year.
For a deeper dive into the insights, read The CTV Trends Report 2025: Advertiser Edition here.
About Wurl
Wurl is a leader in the streaming TV industry, developing innovative technologies for the delivery of content and ads on TV. The company supports publishers, streamers, and advertisers in growing viewership, maximizing revenue, and strengthening brand value. Wurl, LLC is owned by AppLovin Corporation (NASDAQ:APP). For more information, visit www.wurl.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250930484959/en/
Media Contact
Tori Owens
Wurl
press@wurl.com