Ad-supported Connected TV (CTV) video services could generate an average of $0.21 per hour of viewing (HOV) if every available advertising slot were sold, establishing a new monetisation benchmark across Hybrid VoD, AVoD, FAST and Broadcaster VoD services, according to Omdia’s report, Video Advertising KPI Benchmarks: Monetisation.

The report finds the industry is currently operating at just 65 per cent of its commercial capacity and only 32 per cent of the maximum regulatory advertising capacity for broadcast linear TV, suggesting revenue could increase by two to three times if hourly ad volumes grow and become fully utilised.

The benchmark is based on current video advertising loads across CTV streaming services in the UK, the US, Australia, Brazil, Canada, France, Germany and Mexico in 2025.

“Measuring success in the CTV streaming market has never been more important,” said Matthew Bailey, Senior Principal Analyst, Advertising at Omdia. “Remarkably, the consistency of the $0.21 per HOV benchmark across all types of video services is particularly notable, despite substantial differences in advertising loads, cost-per-mille (CPM), and audience characteristics. Understanding how these KPIs relate to one another will be critical for CTV players looking to grow and drive long-term value.”

Ecosystem challenges and the US market premium

The report also underscores several challenges across the CTV advertising ecosystem, including the need for harmonised measurement standards, closer regulatory alignment with traditional broadcast TV, and the growing dominance of US-based players in the global TV and CTV advertising market.

It also highlights a clear monetisation gap between the US and non-US markets. While the US commands advertising premiums around 30 per cent higher than comparable non-US markets on advertising placements due to its market scale and production investments, some non-US markets face additional challenges, such as lower purchasing power parity (PPP), regulatory constraints, and tensions between commercial and public service broadcasting requirements.

“Ad-light HVoD services including Netflix, Prime Video and Disney+ have the greatest managed growth potential,” added Laura Chaibi, Consultant and CTV and TV Streaming Advertising SME at Omdia. “However, reaching the $0.21 HOV benchmark requires foundational work, including growing the advertiser base to maximise advertising fill rates and improving advertising context protocols. A more level playing field for local and national TV broadcasters and global CTV streaming players is also needed to mitigate the two-tier TV and video advertising model currently in place.”

Omdia’s research emphasises the importance of greater collaboration across the industry to establish reliable cross-platform measurement standards, encourage innovation in advertising models, and support local broadcasters in competing more effectively with global players.

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Categories: Articles, Broadcast, Connected TV, Markets, Research, VOD

Tags: advertising, FAST, Omdia, vod