New Road Advertising | Automotive Digital Marketing and Advertising Agency > OTT > Streaming Takes Over: Data-Backed Insights on Why OTT Advertising Is a Powerhouse Strategy in 2025
Over-the-top (OTT) advertising – ads delivered via streaming video platforms – has become a must-have channel for marketers. In 2025, OTT advertising in the United States is proving extremely effective, with 96% of U.S. households streaming video content on OTT platforms. This blog dives into recent U.S. statistics and trends on streaming usage, audience engagement, and ROI, revealing the data behind why OTT advertising works so well.
Streaming video usage in the U.S. is now nearly universal.
Sources: Parks Associates, Forbes, Statista, Leichtman Research Group
Not only are more people streaming — they’re subscribing to more streaming apps than ever to access all the content they want!
In July 2022, U.S. streaming usage surpassed traditional cable TV, and there’s been no turning back. The rapid rise of OTT has opened new doors for businesses and advertisers to effectively reach their audiences.
OTT advertising offers clear advantages over traditional TV, including:
In fact, in 2024:
Almost everyone, regardless of age, streams content through OTT platforms. From gripping Netflix dramas and live sports on ESPN+ to free, ad-supported TV channels and YouTube videos, OTT has something for everyone.
These age groups are more likely to take action after seeing personalized and relevant ads tailored to their interests.
Gen X (ages 44–59) is a key OTT segment, straddling habits between digital natives and traditional viewers.
Older generations are embracing streaming, challenging assumptions that they’re unreachable outside of cable.
Roku and DeepIntent surveyed over 3,000 U.S. adults across every age group and discovered some surprising trends about older streaming viewers:
Even Baby Boomers are on streaming apps with streaming usage across their generation increasing by 30% between 2021 and 2024!
So, if you think older audiences aren’t watching—think again. Streaming is now a truly cross-generational habit, and OTT advertising reaches them where traditional media no longer can.
Nearly every segment of the population is now juggling several OTT subscriptions, from Netflix and Disney+ to HBO Max, Amazon Prime Video, Hulu, Peacock, Paramount+, and beyond.
As of early 2024:
Advertisers have multiple chances to re-engage viewers through a variety of content formats and devices.
Unlike many online formats, OTT ads typically can’t be skipped.
This format drives superior recall, consideration, and action compared to traditional digital formats like banners or YouTube pre-roll.
At New Road Advertising, we don’t just believe in OTT—we’ve proven it works. Our campaigns consistently drive real, measurable results for our clients.
One of our most successful campaigns helped a Kia dealership in Texas jump from last place in their district to #1, after implementing our OTT strategy.
Whether you’re targeting tech-savvy Gen Z on mobile or Baby Boomers watching on their Smart TVs, the opportunity is clear:
✅ Audiences of all ages are streaming more than ever.
✅ OTT ads are watched in full, delivering your message without interruption.
✅ Viewers are choosing ad-supported plans, inviting your brand into their experience.
We combine:
As streaming becomes the primary screen in American homes, our team harnesses OTT to help clients generate leads, increase brand recall, and drive sustainable growth.
I’m an avid sports fan with ties to the University of Florida and the University of South Florida, both for undergrad, and Boston University (M.S. International Marketing Management) as well as Tampa Bay teams (Go Bucs, Lightning, and Rays). When not working or attending sporting events, you can find me at the beach with my family on the Gulf Coast beaches of Florida. I’m a wine and food enthusiast who’s always on the lookout for the next great one to try out.
A little bit about my background:
After a brief stint in sales for various professional sports teams, I found my passion in the ever-changing world of digital marketing. Today, with nearly 20 years of digital marketing experience, including email marketing, social media management, SEO/SEM, lead generation, and digital strategy. I specialize in working with small-to-medium-sized businesses (SMBs). My passion has taken me all over the world as I conduct digital marketing training sessions, both live and virtual, for professionals worldwide. As an adjunct instructor at Kansas State University and the University of Miami, I taught about Digital Marketing Analytics and Social Media Management.
I feel very fortunate to be able to work closely with so many SMBs as they build their brand and fulfill their business goals and dreams.
Suppose you’re a business leader trying to turn inconsistent marketing into repeatable outcomes. In that case, your next step is simple: document the single metric you most depend on today and the one you should depend on next — I build strategies around that decision.
My wife and I have been together for 20 years, married for almost 10, and have 4 beautiful children. When I am not working I enjoy spending quality time with my family and watching my teams constantly disappoint me (Mets, Jets, and Islanders…yes I know).
My career in sales started at the age of 12 when I was selling candy and gum out of my bookbag at school (don’t tell anyone) and I was instantly hooked. I went on to sell cable, sales leads, and own a mortgage company before finding my niche in advertising. With over a decade of marketing experience, I love working with clients, overcoming obstacles, and providing significant value for their advertising spends. Our core company philosophy is to maximize reach and frequency while drastically reducing your overall advertising spend. Being on cutting edge mediums and offering new technology allow us to achieve these results via intender based platforms.
Our company began in the height of the pandemic, started with the thought of being different than the other agencies in the market today. We have a hands on approach, offer complete and total transparency, and have a vested interest in our clients success. At New Road Advertising we know that if our clients succeed we will succeed. We currently work with a variety of different types of businesses in different markets all over the country. Our custom approach, and researched based individual market plans are unique to your location and business. We will never give you that cookie cutter philosophy. If you are looking for a new plan of attack or just want a fresh set of eyes on your current marketing plan, give us a call. We will be happy to give you a free, customized proposal.
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