OTT and CTV are prime video advertising channels. The way audiences watch video is shifting faster than ever, and the latest industry data makes one thing unmistakably clear: opportunity for CTV, OTT and Streaming has never been greater for brands ready to invest in high-quality video content.
Recent reports show that 89% of U.S. households now pay for at least one streaming service, but subscription fatigue is changing behavior. Viewers are mixing paid and free options, downgrading plans, and seeking more affordable ways to watch. That shift has propelled free ad-supported streaming TV (FAST) into the mainstream. FAST viewership climbed to 45% in Q1 2025, and total viewing hours surged 43% year-over-year.
For marketing teams in Boston, Massachusetts, New Hampshire, and across New England, these changes open new doors to reach audiences with precision, scale, and measurable impact.
This surge matters for marketers: FAST platforms are projected to grow from 116.8 million U.S. viewers in 2025 to 129.6 million by 2029, bringing a massive, engaged audience back into ad-supported environments. This means OTT and CTV are indeed prime choices for video advertisement.
Even traditional premium players are embracing ads. Today, 45% of Netflix viewing happens on its ad-supported tier, up dramatically from 34% just last year.
At the same time, how people watch is changing.
- 81% of viewers now stream directly on smart TVs.
- 54% say it’s their primary device.
- And multitasking is alive and well—41% of Roku users watch TV while also on their phone.
For brands, this creates a powerful combination: big-screen attention paired with second-screen engagement—and all within platforms that offer targeting, attribution, and real-time optimization that traditional television could never match.
We are nearing the point of surpassing linear TV with streaming. It’s an pivotal moment: Latest Reports.
What OTT and CTV Opportunity Means for Your Marketing
Whether you’re planning video production for TV commercials, developing content for OTT/CTV advertising, or building a broader streaming strategy, the takeaway is simple: video is more essential—and more effective—than ever. Embracing OTT and CTV as key advertising channels is crucial.
Granite River Studios is ready to help brands seize this moment with strategic, cinematic, conversion-focused video built for today’s viewing habits. View our PORTFOLIO to see some great examples.
If your brand wants to grow in a streaming-first world, let’s leave a mark.
