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1、Connecting the Streaming EcosystemVIDEO MARKETPLACE REPORT2H 20252|FreeWheel VMR|2H 2025 2026 FreeWheel,A Comcast Company.All rights reserved.The FreeWheel Video Marketplace Report highlights the changing dynamics of how enterprise-class content owners and distributors are monetizing premium digital

2、 video content.The data set used for this report is one of the largest available on the usage and monetization of professional,rights-managed ad-supported video content worldwide and is based on aggregated advertising data collected through the FreeWheel platform.In this edition of the VMR,we explor

3、e video advertising trends for the second half of 2025(2H 2025).This report includes findings that build on the insights unveiled in the previous VMR(1H 2025)in both the United States(U.S.)and Europe(EUR).*European countries included:Belgium,Denmark,Estonia,Finland,France,Germany,Italy,Latvia,Lithua

4、nia,Netherlands,Norway,Spain,Sweden,and the United Kingdom.Data Note:VMR categorization of“live”includes FAST channels.Mechanically,ad requests for FAST set“mode=live”.Linear addressable is not included in report data.2H 2025Table of contentsIntroduction 4Key takeaways 6Ad views are continuing to gr

5、ow 7U.S.and EUR viewing trends shape delivery opportunities 8Large screen delivery dominates viewership 9Innovation is driving CTV growth 10Automation is creating a more seamless supply path 11Programmatic demand is transforming multiscreen TV 12Standards are accelerating programmatic efficiencies 1

6、3Programmatic signals are more important than ever 14Streaming audiences are expanding 15Audience targeting methods are evolving 16Conclusion 17About the authors 18Glossary 19Sources 203|FreeWheel VMR|2H 2025 2026 FreeWheel,A Comcast Company.All rights reserved.IntroductionOne thing is for certain:S