Magnite CTV growth hits 36% as streaming ads drive revenue

The surge in CTV contribution confirms that advertiser budgets are migrating permanently toward automated, measurable streaming environments rather than traditional digital channels. As Magnite now derives over half its contribution from CTV, it validates the sell-side platform's pivot toward premium video inventory and its SpringServe ad-serving technology. This performance contrasts with the broader tech market, where high interest rates and oil prices are pressuring valuations, suggesting that streaming ad tech may offer a degree of resilience. Watch for the company to leverage its live sports partnerships to capture a larger share of the shifting linear-to-streaming ad spend in upcoming quarters, even as marketers shift holiday budgets toward performance-driven streaming inventory.

Magnite's SpringServe platform is becoming a central monetization layer for live sports streaming, a category that now drives much of the company's CTV contribution growth. In July 2025, FanDuel Sports Network reported a 25% year-over-year increase in total impressions served through SpringServe as the network accelerated its investment in live sports streaming. FanDuel Sports Network, owned by Main Street Sports Group, operates 15 regional networks covering select MLB, NHL, and NBA teams and produces more than 3,000 live events annually, giving Magnite a high-volume proving ground for its ad-serving and mediation technology.

The business case for CTV ad tech is being reinforced by shifting audience measurement practices that make streaming inventory more visible to advertisers. In September 2025, FanDuel Sports Network adopted a total audience delivery metric combining linear and streaming data, incorporating Google Analytics-measured streaming viewership alongside Nielsen linear data. Head of Research Dave Coletti noted that streaming now accounts for 10% to 30% of game audiences depending on the MLB market, and that expanding measurement beyond core DMAs into outer territory markets produced a fourfold increase in counted MLB viewership for FDSN networks. That expanded measurement makes programmatic CTV inventory more attractive to buyers who previously could not see the full audience.

The scale of that audience shift is substantial. FanDuel Sports Network's MLB RSNs saw streaming viewership jump 70% during the 2025 season, with the aggregate nightly audience across nine teams reaching 1.5 million viewers. Local linear ratings rose 17% across the same period, with the Detroit Tigers posting a 112% gain on FDSN Detroit. These figures underscore why Magnite's CTV contribution now exceeds half of total company contribution: the underlying inventory is growing faster than any other segment in the digital advertising stack, and SpringServe sits at the transaction layer where that growth converts into revenue.