Ad-supported connected TV (CTV) video services could generate an average of $0.21 per hour of viewing if every available advertising slot were sold, according to a new report from Omdia, establishing a new monetisation benchmark across the ad-supported streaming sector.

The report found that the benchmark applies across Hybrid Video on Demand (HVOD) services offering lower-cost advertising-supported subscriptions, Advertising Video on Demand (AVOD), Free Ad-Supported Streaming TV (FAST) and Broadcaster Video on Demand (BVOD) platforms.

Omdia said 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 permitted for traditional broadcast linear television, indicating that revenues could increase by two to three times if hourly advertising volumes expanded and all available inventory was sold.

The benchmark was calculated using current video advertising loads across CTV streaming services operating in Australia, Brazil, Canada, France, Germany, Mexico, the United Kingdom and the United States during 2025.

“Measuring success in the CTV streaming market has never been more important,” said Matthew Bailey, Senior Principal Analyst for Advertising at Omdia.

“Remarkably, the consistency of the $0.21 per hour of viewing benchmark across all types of video services is particularly notable, despite substantial differences in advertising loads, cost-per-mille (CPM) and audience characteristics,” he added.

“Understanding how these KPIs relate to one another will be critical for CTV players looking to grow and drive long-term value,” Bailey explained.

The report also pointed to a number of structural challenges across the CTV advertising ecosystem, including the need for harmonised measurement standards, closer regulatory alignment with traditional broadcast television and the growing dominance of US-based companies in the global television and CTV advertising market.

It also identified a significant monetisation gap between the United States and international markets.

According to Omdia, the US market commands advertising premiums of around 30 per cent higher than comparable markets elsewhere for advertising placements, reflecting its larger market size and greater production investment.

By contrast, some markets outside the United States face additional obstacles, including lower purchasing power parity (PPP), regulatory restrictions and tensions between commercial broadcasting objectives and public service broadcasting requirements.

“Ad-light HVOD services including Netflix, Amazon Prime Video and Disney+ have the greatest managed growth potential,” said Laura Chaibi, Consultant and CTV and TV Streaming Advertising subject matter expert at Omdia.

“However, reaching the $0.21 hour of viewing benchmark requires foundational work, including growing the advertiser base to maximize advertising fill rates and improving advertising context protocols,” Chaibi explained.

“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,” she added.

The research concluded that greater collaboration across the industry will be essential to establish reliable cross-platform measurement standards, encourage innovation in advertising models and help local broadcasters compete more effectively with global streaming companies.