FreeWheel, a Comcast company and the leading global technology platform for the streaming advertising ecosystem, has released its latest Video Marketplace Report (VMR), which highlights the changing dynamics of how enterprise-class content owners and distributors are monetising premium digital video content.  

The data set used for this report is one of the largest available on the usage and monetisation of professional, rights-managed ad-supported video content worldwide and is based on aggregated advertising data collected through the FreeWheel platform. 

Key insights from the 2H 2025 Video Marketplace Report: 

Ad views growth on CTV: Ad views continue to grow in the US and Europe, with Europe maintaining double-digit growth (+23%) for the sixth consecutive VMR report.   

CTV dominates delivery, representing 86% of overall ad views in the US and 50% in Europe, a year-over-year growth of +11% and +33%, respectively.  Additionally, live programming continued to generate a healthy share of CTV ad views (25%). CTV growth is facilitated by AI-powered CTV buying platforms, which simplify the connection between publishers and advertisers and automate ad workflows. 

Programmatic acceleration: Year-over-year growth for programmatic ad views remained strong in both the US (+28%) and Europe (+38%) in H2 2025. Notably, unique programmatic advertisers grew +21% year-over-year, reflecting a more diversified demand pool across both regions.  

The metadata transparency gap: Metadata enrichment is emerging as a critical signal. With buyers increasingly looking for ways to understand the quality of supply in the bidstream, better metadata signals are key to transparency in the marketplace. 'AppBundle' and 'Genre' are the most-used fields, but low adoption of other markers shows there is a significant opportunity to better define the value proposition of premium video inventory. 

"As we strive to achieve greater efficiency and true transparency in this ecosystem, automation tools are reshaping every layer of the supply chain, from predictive AI helping publishers maximise monetisation opportunities for VOD and live inventory, to agentic AI enabling real-time, autonomous interoperability between buyers and sellers," said Emmanuel Josserand, senior director, brand, agency and industry relations, Comcast Advertising. "These industry advancements are crucial for future success, reducing fragmentation and strengthening trust, producing a more efficient and democratised streaming ecosystem." 

Find the full report here: https://www.freewheel.com/insights/reports/2h-2025-video-marketplace-report-connecting-the-streaming-ecosystem  

Comcast Advertising

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