The Ad Dollars & Attention Mismatch—The Big Screen Ad Spend Gap, YouTube’s CTV Edge, and More | Behind the Numbers

On today’s podcast episode, we discuss the biggest discrepancy by device with regards to where we spend our time versus how many ad dollars are aimed there, why social players want to take a page from YouTube’s CTV playbook, and why sub OTT’s unusual path to advertising has created major misalignments. Join Senior Director of Podcasts and host, Marcus Johnson, Principal Forecasting Writer, Ethan Cramer-Flood, and Senior Analyst, Minda Smiley. Listen everywhere and watch on YouTube and Spotify.

Reports mentioned in this episode: 

US Social Ad Spending vs. Time Spent 2025

US Time Spent vs. Ad Spending 2025

To learn more about our research and get access to PRO+ go to EMARKETER.com

Follow us on Instagram at: https://www.instagram.com/emarketer/

For sponsorship opportunities contact us: advertising@emarketer.com

For more information visit: https://www.emarketer.com/advertise/

Have questions or just want to say hi? Drop us a line at podcast@emarketer.com 

For a transcript of this episode click here:

https://www.emarketer.com/content/podcast-behind-numbers-ad-dollars-attention-mismatch-the-big-screen-ad-spend-gap-youtube-ctv-edge

© 2025 EMARKETER

Got an ecommerce challenge? Awin has you covered. With Awin’s affiliate platform, brands of all sizes can unlock endless marketing opportunities, reach consumers everywhere, and choose partners that fit their goals. Control costs, customize programs, and drive real results. Learn more at awin.com/emarketer.