By Tameisha Williams, Parks Associates
The Consumer Electronics Show (CES) 2025 saw streaming players, including Amazon, Netflix, NBCUniversal, Fox, and Roku, participate through keynote presentations, press conferences, panel discussions, product showcases, and other events.
Samsung and Panasonic announced new TV lineups, along with other consumer electronics products and AI-powered features during their keynotes, while Disney hosted its fifth-annual Global Tech & Data Showcase. Meanwhile, conference partner Digital Hollywood led a full day of pre-conference sessions, addressing the growing impact of AI and other emerging technologies on the entertainment industry.
Here are five takeaways on some of the biggest trends expected to shape the streaming landscape in the year ahead.
Competition for Advertisers’ Dollar Will Intensify
As rising subscription costs continue to drive consumers toward FAST (Free Ad-Supported Television) and AVOD (Ad-Supported Video on Demand) services, advertisers will play a crucial role in sustaining the revenue models of streaming platforms, particularly those with ad-supported tiers.
In the coming year, expect competition for advertisers’ attention to drive a wave of innovative ad products, reshaping the AVOD landscape and further integrating advertising with content in ways that captivate audiences without disrupting their experience.
Announcements at CES 2025
Comcast introduced Universal Ads, a platform connecting major media companies to streamline premium video advertising purchases. Initial partners include Fox Corporation, Warner Bros. Discovery, NBCUniversal, Paramount, Roku, AMC Networks, A+E, DirecTV, TelevisaUnivision, and Xumo.
Disney hosted a Tech and Data Showcase at CES for advertisers to gain more insight into ad targeting and buying. Announcements included upcoming custom ad options for the ESPN+ app.
Connected TV Platforms Will Continue to Grow in Importance
Connected TV platforms are redefining how consumers interact with digital content by acting as gateways to a fully connected home and offering up new revenue opportunities.
To dominate market share and win brand loyalty, companies will need to blend technological innovation, seamless user experiences, and the strategic use of these platforms—not just as entertainment hubs, but as key drivers of the broader smart home ecosystem.
Announcements at CES 2025
Samsung unveiled its 2025 Smart Monitor, Odyssey Gaming Monitor, and ViewFinity Monitor lineups, all featuring AI capabilities to enhance user experience.
LG presented its vision of "Affectionate Intelligence," integrating AI technologies more humanely and personalized into users' lives, particularly through their TV and home appliance ecosystems.
Expanding the “TV Screen” Will Lead to New Revenue Streams
TV screens are continuing to break out of traditional home setups into environments like rideshare vehicles and retail spaces. Companies that innovate in this developing area have the potential to unlock new revenue streams and differentiate themselves further.
Announcements at CES 2025
During the Digital Hollywood session, “Streaming Strategies: Platform Innovation, Advertising & Brand Loyalty,” Uber executive Ashan Khan discussed the company’s investment in delivering a premium content experience for rideshare passengers.
LG showcased its innovative transparent OLED TV, expected to retail for $80,000. This model features a 77-inch screen that can nearly disappear when switched off, offering new possibilities for integrating screens into various environments.
Gaming Will Become More of a Streaming Priority
No longer a standalone experience, gaming is becoming deeply intertwined with streaming, providing platforms new ways to attract younger, highly engaged audiences. Those that successfully transform gaming into a core offering won’t just capture new users; they will help redefine what it means to stream entertainment in the digital age.
Announcements at CES 2025
Microsoft and LG announced that Xbox Cloud Gaming will be available on select LG Smart TVs later in the year. This feature allows Xbox Game Pass Ultimate subscribers to stream games directly through the LG Gaming Portal
Generative AI Will Continue to Transform Viewer Experiences
The arrival of generative AI is a catalyst for growth, a critical tool for operational efficiency, and a competitive threat. Platforms will need to strike a balance between using AI to create hyper-personalized experiences and maintaining transparency in how data is collected and used.
Announcements at CES 2025
Samsung introduced AI tools for intuitive TV interactions, enhancing user experience by integrating AI capabilities into their smart home ecosystem.
Google demonstrated new functionality coming to the TV OS later this year, integrating Gemini, Google’s LLM, into the experience to enhance search and discovery features, allowing users to have more natural conversations about the content they seek.
Discover more insights into the latest trends and streaming industry news with Parks Associates’ Streaming Video Tracker.
