News and Insights

MEDIA PULSE: March 2025

March 25, 2025

This month’s Media Pulse explores how brands are adapting to three significant shifts in audience attention. What ties these trends together? They all challenge outdated assumptions about where attention lives and how media strategy should adapt.

tl;dr:

Connected TV has officially gone mainstream, with 87% household penetration making it critical even in legacy markets. Netflix is blending its recommendation engine with a premium ad suite, giving brands smarter ways to reach viewers. And newsletters? They’re no longer just a niche channel—they’ve become high-ROI performance tools you can’t afford to ignore.

#1 CTV & Streaming Move Beyond the Urban Bubble

The streaming revolution has officially moved past metro-only audiences. According to Nielsen, 87% of households now own at least one connected TV device. And data from Wurl found that streaming now accounts for a whopping 42% of total TV time. Bottom line? What once felt niche is now the norm.

Even in regions where local broadcast once reigned, viewers are increasingly consuming content through streaming platforms. Live sports—long considered broadcast’s last stronghold—is up 24% year-over-year, fueling advertiser investment across ESPN+, Peacock, and YouTube TV.

💓 The Pulse

• Diversify your media mix: CTV ad spend is projected to hit $30B by 2025. That’s a huge watch party. Don’t miss out.
• Find your people: Boomers (55+) are the fastest-growing segment, now making up ~25% of streaming audiences. But the bulk of viewership still leans younger, so blend CTV with core broadcast buys to drive more balanced reach.
• Spend smarter: Platforms like Pluto TV, Tubi, and The Roku Channel deliver ~30% lower CPMs than traditional CTV, while Retail Media Networks (i.e. Walmart Connect and Amazon Ads) are layering in CTV placements to blend brand lift with performance. (Sources: eMarketer, IAB)

OUR TAKE

CTV isn’t just a trend—it’s a planning essential. For brands accustomed to the reliability of traditional TV, that calls for more than a one-size-fits all pivot. The opportunity isn’t about replacing broadcast—it’s about complementing it with CTV’s precision, scale, and measurability. And, when combined with FAST channels and retail media extensions, it’s a win-win. Pursue a balanced media strategy and ensure every dollar is doing more than showing up.

#2 Personal, Precise: Netflix Ads Suite Hits the Market

Netflix knows what you want to watch—before you do. And now, that same algorithmic precision is coming to advertising.

Launching April 1, 2025, the Netflix Ads Suite (NAS) marks the streaming giant’s long-anticipated move into proprietary ad tech. The suite introduces a self-serve programmatic platform, complete with Netflix’s own ad server and SSP.

While the broader CTV landscape remains fragmented, Netflix offers something few others can: unmatched viewer attention. Its audiences spend more time per session and are exposed to fewer ads—making each impression work harder.

Though Netflix isn’t open to traditional ad tags, it integrates with leading DSPs like DV360, The Trade Desk, and Xandr—making it accessible for programmatic buyers who want to tap into its genre-level targeting and content-aligned placements.

💓 The Pulse

• Less is more: Netflix caps ads at 4 minutes per hour, compared to over 16 minutes on linear TV—resulting in stronger ad recall and a better viewer experience.
• Precision targeting, Netflix-style: The same algorithm that empowers “Recommended for You” now extends to ads, enabling personalization based on viewing habits, content genres, and behavioral signals.
• New formats emerging: Netflix is experimenting with formats like Pause Ads, designed to be non-disruptive while still engaging—part of the four-minute-per-hour cap. Expect more custom formats ahead.

OUR TAKE

With low ad loads and highly engaged viewers, NAS offers a new standard for attention-based advertising. Brands seeking quality over quantity should watch closely post-launch—especially for potential scaled buying options that may soon make Netflix accessible beyond big-budget players.

#3 Newsletters Sparks a Quiet Revolution in Performance Media

Newsletters have quietly become one of the most efficient and high-performing channels in the modern media mix. In 2025, they’re no longer just email blasts—they’re fully fledged marketing platforms offering direct access to engaged, high-intent audiences.

As paid social continues to battle rising costs and shrinking organic reach, newsletter platforms like Beehiiv, Substack, and Ghost are changing the game. With built-in monetization tools, seamless ad formats, and deep audience segmentation, they’re blurring the lines between community, content, and commerce.

💓 The Pulse

• Pay Attention: Substack now reaches 35M+ active subscribers, with top creators earning over $1M/year. Beehiiv’s user base grew 10x in 2023, and has become a go-to for brands looking to scale quickly and for directly built-in monetization tools.
• Trust that trust will deliver: Newsletter ads average 3-5% CTR, compared to 0.89% on paid social. Plus, 40% of consumers say they trust newsletter content over social ads.
• Convert with creativity: Brands are moving beyond static sponsorships to embed product recs, exclusive offers, and checkout links directly into newsletters—driving intent and conversions at a fraction of the cost of programmatic display.

OUR TAKE

Newsletters have emerged as powerful performance channels—offering better engagement, stronger trust, and measurable ROI. As Beehiiv, Substack, and Ghost continue to evolve, brands should treat newsletters not as niche plays, but as core components of a well-rounded media strategy.

About the author
Ashley Blais co–leads FINN Paid Media, our global team of experts who live and breathe today’s fast-paced—and fast-changing—media landscape. The team delivers a full suite of services including omnichannel planning & buying, performance media strategy & management, and comprehensive measurement, resulting in award-winning campaigns that drive client success.