The WARC Podcast Global Ad Trends: The changing shape of TV
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Sep 9, 2025 Omar Oakes, a media commentator and guest editor of WARC Media's Global Ad Trends report, dives into the evolving definition of television as streaming gains prominence. He discusses how TV advertising is transforming with the rise of Connected TV, contrasting it with linear TV's decline. The conversation also highlights YouTube’s role among youth viewers and scrutinizes its demographic trends. Oakes emphasizes the need for advertisers to adapt to new viewing behaviors and the challenges that traditional broadcasters face in this shifting landscape.
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TV Is Evolving Not Dying
- TV is evolving gradually from audience-driven streaming shifts rather than collapsing; it's an evolution, not a revolution.
- Industry strategy is now catching up by focusing on outcomes and platform-specific creative.
Early CTV Use-Cases From Gaming And Streamers
- Gaming brands used CTV to launch trailers and drive app installs as early adopters.
- Streamers bought YouTube and CTV inventory to drive subscription acquisition, showing varied early use-cases.
CTV Softens Linear TV Decline
- Linear TV spend fell 27% from 2014–2024 and over 50% when adjusted for inflation.
- Total TV (linear + CTV) only fell 12% because CTV investment partially offsets linear decline.