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:

• More households are tuning in and watching longer: The number of monthly active households watching free, ad-supported channels grew 12% year-over-year, while average daily hours of viewing per household climbed 16%, producing a 29% increase in total viewing time across platforms.
• Deeper engagement: Viewers are not only watching more but they’re also staying more engaged. Average channel session duration increased 25%, and viewers are also exploring more channels than they did a year ago.
• Genre diversity offers reach and precision: Reality, Drama, and Documentary dominate viewership, while News maintains a steady share and spikes during major events like last year’s election.
• Premium inventory remains available: As audiences continue to shift and watch more free streaming channels, advertisers have not yet fully caught up. Ad fill rates are still lower than in previous years – signaling there is untapped opportunity in a market that’s moving in the right direction.

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/