London — January 30, 2026 — Looper Insights, the leading CTV merchandising analytics platform, released its 2025 U.S. Year in Review report, a comprehensive analysis of how promotional visibility across connected TV (CTV) platforms shaped competition among streaming services last year. The report reveals how live sports, aggressive pricing strategies, franchise-driven launches, and ad-supported models increasingly dictate which platforms capture consumer attention.
2025 was a pivotal year for streaming. Live sports emerged as one of the most powerful drivers of visibility, from the NFL, NBA, and Major League Soccer, while free ad-supported streaming platforms (FAST) continued to gain ground. Notably, the industry’s first free Super Bowl stream on Tubi marked a turning point in how platforms use marquee events to scale reach and drive discovery. At the same time, widespread platform price increases, bundle promotions, and limited-time offers signaled an intensifying battle for value-conscious consumers.
The U.S. Year in Review report provides a month-by-month snapshot, called Streamer of the Month, for 2025, breaking down the top 10 entertainment apps and titles promoted across connected TV platforms in the U.S. using Looper’s proprietary Dollar Media Placement Value ($MPV™) metric. This metric assigns a dollar value to each placement based on factors such as location, size, and platform value, offering a consistent benchmark for measuring promotional visibility across the streaming ecosystem.
This analysis illustrates real-time shifts in streaming leadership, revealing which platforms and titles capture the most audience attention during critical moments such as major premieres, live sports events, seasonal campaigns, pricing battles, and bundle launches. By tracking visibility leadership month over month, the report delivers actionable insight into how promotional strategies translate into measurable impact, where competitive momentum is accelerating or fading, and how streamers leverage connected TV real estate to influence consumer discovery in an increasingly crowded marketplace.
In 2025, Prime Video consistently ranked first in app-level promotional visibility, achieving the highest rank in digital app merchandising every month. However, the competition for audience attention was much fiercer on the content front. Major titles from both Prime Video (Invincible, Reacher, The Summer I Turned Pretty) and Apple TV+ (Severance, Friday Night Baseball, and Major League Soccer) held the number one spot for 4 months each, as these streaming services launched high-impact campaigns around premieres, live sports, seasonal events, and franchise releases.
The 2025 U.S. Year in Review report is now available from Looper Insights here.
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