AppLovin Corp. Backed Wurl Reports Strong Growth in Free Streaming Channel Audiences

In a significant press release dated September 30, 2025, Wurl, a leading player in the streaming TV sector and a subsidiary of AppLovin Corporation (NASDAQ: APP), unveiled its latest iteration of The CTV Trends Report. This comprehensive report highlights the evolving landscape of connected TV (CTV), emphasizing the increasing popularity of free, ad-supported streaming channels. Wurl's findings present valuable insights for marketers and advertisers seeking to optimize their media strategies.

The report revealed compelling statistics regarding audience growth. The number of monthly active households engaging with free, ad-supported channels surged by 12% year-over-year. This uptick is complemented by a 16% increase in average daily viewing hours per household. Collectively, these trends resulted in a remarkable 29% increase in total viewing time across various platforms.

Not only are more households tuning in, but viewers are also demonstrating deeper engagement with the content. The report noted a 25% rise in the average session duration per channel, indicating that audiences are spending more time exploring diverse programming options. This trend is crucial for advertisers, as longer viewing times correlate with increased opportunities for ad placements.

Wurl's report also delved into the genre diversity of viewership, highlighting that Reality, Drama, and Documentary genres dominate the landscape. Furthermore, the News genre continues to maintain a steady share, often experiencing spikes during significant events, such as elections. This genre diversity offers advertisers both broad reach and precise targeting capabilities.

Despite the growth in audiences and engagement, Wurl pointed out that ad fill rates remain lower than in previous years. This discrepancy signals a noteworthy opportunity for advertisers to capitalize on the market's evolving dynamics. With premium inventory still available, advertisers can secure high-impact placements as the CTV landscape matures.

As the market for free streaming channels expands, advertisers are increasingly adopting innovative targeting strategies to attract more demand. Dave Bernath, CEO of Wurl, commented on the ongoing developments in the streaming landscape: “As the streaming landscape continues to evolve, free streaming TV is proving itself to be an efficient and high-performing channel. We’re seeing significant growth in both audience scale and engagement.”

Wurl's CTV Trends Report underscores the promising future of free streaming channels, revealing not just growth in audience numbers but also deeper engagement levels. With premium ad inventory still accessible, advertisers have a unique opportunity to leverage this evolving landscape. As Wurl continues to provide data-driven insights, marketers can make informed decisions that align with the rapidly changing streaming environment.

For those interested in a more in-depth analysis of these findings, Wurl invites readers to explore The CTV Trends Report 2025: Advertiser Edition for further insights into this dynamic industry.

Wurl is at the forefront of the streaming TV industry, innovating technologies that facilitate the delivery of content and advertisements on television. The company plays a pivotal role in supporting publishers, streamers, and advertisers in enhancing viewership, maximizing revenue, and fortifying brand value. As a subsidiary of AppLovin Corporation, Wurl continues to shape the future of streaming television.