Impact of Tariffs on US CTV Ad Spending

Tariffs Could Slow CTV’s Momentum

Report by Ross Benes  | May 21, 2025

Impact of Tariffs on Digital Advertising

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Table of Contents
Executive Summary
CTV’s growth outlook is at risk
Tariffs are reshaping advertiser behaviors
Netflix, YouTube, and sports leagues will hold up, while TV networks will struggle
Recommendations for brands
Sources
Media Gallery
About This Report
As one of the hottest areas of digital advertising, CTV ad spending’s streak of annual double-digit increases could end thanks to tariffs.
Topics
Digital Video
United States
Table of Contents
Executive Summary
CTV’s growth outlook is at risk
Tariffs are reshaping advertiser behaviors
Netflix, YouTube, and sports leagues will hold up, while TV networks will struggle
Recommendations for brands
Sources
Media Gallery

US President Donald Trump’s tariffs could threaten CTV’s status as one of the fastest-growing digital advertising channels. The wide-ranging effects could derail upfront negotiations, contribute to ad spending cuts, and make it more expensive to produce movies and shows. Brands and media platforms should lean on their strengths to work through adversity.

Key Question: How will tariffs affect CTV advertising?

The Fast-Growing CTV Ad Market Could Become Stagnant Due to Heavy Tariffs, (billions and % change in US connected TV (CTV) ad spending, by tariff forecast scenario, 2021-2025)
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Key Stat: Tariffs could reduce our 2025 US CTV ad spending forecast by up to $4.16 billion.

This report can help you:

  • Develop media strategy and allocate budget for campaigns (agencies and brands)
  • Showcase opportunities to customers (media platforms)

In this report, we model three potential outcomes for US social network ad spending, based on the severity of tariffs, to show how ad spending could shift.

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Table of Contents

  1. Executive Summary
  2. CTV’s growth outlook is at risk
  3. Tariffs are reshaping advertiser behaviors
  1. Netflix, YouTube, and sports leagues will hold up, while TV networks will struggle
  2. Recommendations for brands
  3. Sources
  1. Media Gallery

Charts in This Report

The Fast-Growing CTV Ad Market Could Become Stagnant Due to Heavy Tariffs, (billions and % change in US connected TV (CTV) ad spending, by tariff forecast scenario, 2021-2025)Tariffs Could Flatten US Upfront CTV Ad Spending, (billions and % change in US upfront/NewFront connected TV (CTV) video ad spending, by tariff forecast scenario, 2021–2025)

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authors

Ross Benes

Contributors

Eleni Digalaki
Nikolai Dineros
Vivian Dong
Forecasting Analyst
Donte Gibson
Senior Charts Editor
Vladimir Hanzlik
Executive Editor and SVP, Content
Heather Sprung
Senior Editor
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Zia Daniell Wigder
Chief Content Officer
Yoram Wurmser
Principal Analyst