Ad-supported CTV is under-earning: a $0.21-per-viewing-hour benchmark
Omdia estimates that ad-supported video services (Hybrid VoD, AVoD, FAST, broadcaster VoD) could earn around $0.21 per hour of viewing if they sold every available slot. Today the industry uses ~65% of its commercial ad capacity; filling those slots could roughly double or triple revenue. The benchmark is built on 2025 ad loads across eight countries; in the US, price premiums run about 30% higher than in comparable non-US markets. Omdia also stresses the need for harmonised measurement standards.
Why it matters. The gap between "possible" and "actual" revenue isn't about CPM — it's about fill, measurement and slot discipline. This is exactly where an independent monetization layer pays off: connect more demand sources, close unsold slots and bring order to measurement. And Omdia's call for a "level playing field for local broadcasters" speaks directly to the markets where Adaptek works.
More in «Markets & business models»
Newsletter
Once a month — new posts and the key takeaways. No spam.