Media and Entertainment Consulting Guide 2025: Strategy, Content, Ad Operations, Ad Tech, Monetization and GTM
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Media and entertainment consulting aligns content, distribution, ad operations, ad tech, and go-to-market to audience and revenue. It matters now because streaming commands record share and digital ad revenue has hit new highs. Start with two value pilots, fix CTV standards and measurement, and review KPIs weekly.
Want a fast plan tailored to your slate, rights, and ad stack? Talk to a consultant
Why Now
What Media and Entertainment Consulting Covers
- Strategy. Audience and slate economics, windowing, pricing, and rights. Align with strategy consulting services.
- Content. Data-informed greenlight and lifecycle plans across owned, licensed, FAST, and social clips.
- Ad operations. Pod design, frequency, brand safety, and yield across CTV, web, and mobile.
- Ad tech. SSAI health, VAST compliance, ads.txt and app-ads.txt setup, clean rooms, and cross-media measurement using MRC guidance IAB Tech Lab MRC.
- Monetization. Hybrid AVOD plus SVOD, sponsorships, shoppable formats, and retail collaborations.
- GTM. Performance creative, partner bundles, device distribution, and paid-to-owned moves.
Ad Operations and Ad Tech Essentials
CTV Standards To Get Right
- SSAI and VAST. Validate macros, beacons, and error tracking. Follow the VAST CTV addendum updates.
- Ads.txt and app-ads.txt. Authorize sellers and document inventory sharing to reduce spoofing and increase buyer confidence IAB Tech Lab guidance.
- Measurement. Align with MRC standards and emerging attention guidance for cross-media comparability MRC IAB/MRC draft.
Key Numbers
| Finding | Figure | Source |
|---|---|---|
| Global E&M revenue level and outlook | $2.9T in 2024, $3.5T by 2029 | PwC Global E&M Outlook 2025–2029 |
| Streaming share of U.S. TV usage | 44.8% in May 2025 | Nielsen The Gauge |
| Ad-supported TV share of viewing | 73.6% in Q2 2025 | Nielsen Ad-Supported Gauge |
| U.S. internet ad revenue | $259B in 2024 | IAB/PwC Internet Advertising Revenue Report |
| U.S. ad market growth outlook | ~4.3% for 2025 | MAGNA Spring 2025 |
| Ad-supported streaming penetration insight | Ad tiers gaining share in 2025 | Antenna via The Verge |
We cite current surveys and industry trackers and refresh these figures periodically.
Execution Playbook: Strategy, Content, Ad Ops, Ad Tech, Monetization, GTM
- Strategy. Size audience and revenue by window. Model AVOD plus SVOD mixes and sports or live event options. Use PwC outlook scenarios for planning PwC.
- Content. Build a greenlight rubric that ties lift to channel and geography. Test clip pipelines for FAST and social.
- Ad operations. Reduce frequency burn, raise completion, and improve ad load pacing. Track viewability and invalid traffic using accredited vendors MRC.
- Ad tech. Fix SSAI signaling and adopt VAST CTV guidance; maintain up-to-date ads.txt and app-ads.txt files with inventory-sharing entries IAB Tech Lab Advanced TV.
- Monetization. Expand sponsorships and shoppable video. Pilot retail and data collaborations with privacy-safe clean rooms.
- GTM. Optimize device placement, partner bundles, and performance creative. Convert paid viewers to owned channels.
M&A and Integration
Deals in content, tech, or distribution add complexity. A focused M&A integration plan should protect inventory quality, unify identity and measurement, and maintain rights and windowing while you consolidate ad stacks. See M&A services and post merger integration.
How to Start in 30 Days
- Pick two pilots. One ad yield lift on CTV, one audience conversion move to owned.
- Fix standards. Close gaps in VAST, SSAI, and ads.txt files and align with MRC guidance.
- Measure. Set a clean KPI set: ad completion, viewable time, frequency, churn, CAC, ARPU.
- Review weekly. Publish a one-pager with KPI trends and next actions.
Need a quick blueprint? We can scope a 90-day plan across content, ad ops, and tech with a clear value case. Book a discovery call
Related Reading
- Strategy Consulting Services
- Digital and Technology
- Business Transformation
- M&A Services
- Post Merger Integration
- Improving the Customer Experience
FAQ
How do ad-supported tiers change budgeting?
Ad tiers broaden reach and lower price points while adding ad revenue lines. Plan ad load and frequency caps by genre and device. Benchmark share trends with The Gauge from Nielsen.
Which standards matter most in CTV?
VAST with CTV addendum, clean SSAI signaling, ads.txt and app-ads.txt for inventory sharing, and MRC-aligned measurement. See IAB Tech Lab CTV Programmatic Guide.
How should we plan revenue for 2025?
Use conservative ad growth and streaming share scenarios. Cross-check with MAGNA 2025 and the IAB/PwC revenue report $259B baseline.
Sources
- PwC. Global Entertainment & Media Outlook 2025–2029. https://www.pwc.com/gx/en/news-room/press-releases/2025/pwc-global-entertainment-media-outlook.html
- Nielsen. Streaming Reaches Historic TV Milestone, May 2025. https://www.nielsen.com/news-center/2025/streaming-reaches-historic-tv-milestone-eclipses-combined-broadcast-and-cable-viewing-for-first-time/
- Nielsen. Ad-Supported Gauge Q2 2025. https://www.nielsen.com/news-center/2025/viewing-to-content-with-ads-gained-share-to-73-6-of-overall-tv-viewing-in-q2-nielsens-q2-2025-ad-supported-gauge-finds/
- IAB/PwC. Internet Advertising Revenue Report, Full Year 2024. https://www.iab.com/insights/internet-advertising-revenue-report-full-year-2024/
- MAGNA. U.S. Advertising Forecast Spring 2025. https://magnaglobal.com/magna-releases-u-s-advertising-forecast-spring-2025-update/
- IAB Tech Lab. CTV Programmatic Guide. https://iabtechlab.com/standards/ctv-programmatic-guide/
- MRC. Standards and Guidelines. https://www.mediaratingcouncil.org/standards-and-guidelines
- IAB/MRC. Attention Measurement Guidelines Draft, May 2025. https://www.iab.com/wp-content/uploads/2025/05/IAB_MRC_Attention_Measurement_Guidelines_for_Public_Comment_May_2025.pdf
- IAB Tech Lab. Ads.txt and App-ads.txt Guidance for CTV. https://iabtechlab.com/wp-content/uploads/2021/03/ctv-app-ads-explainer-guide.pdf
- The Verge. Ad-Supported Subscriptions Share, 2025. https://www.theverge.com/news/670321/streaming-ad-supported-subscriptions-antenna-data
About the Author
Aykut Cakir, Senior Partner and Chief Executive Officer, has a demonstrated history in negotiations, business planning, business development. He has served as a Finance Director for gases & energy, pharmaceuticals, retail, FMCG, and automotive industries. He has collaborated closely with client leadership to co-create a customized operating model tailored to the unique needs of each project segment in the region. Aykut conducted workshops focused on developing effective communication strategies to ensure team alignment with new operating models and organizational changes.
