1350 ET - Streaming and connected TV will fuel a strong 2026 for advertising spending, say Morgan Stanley analysts, who expect 10% to 11% growth for U.S. advertising next year. Advertising monetization follows engagement trends and with streaming now 45% of total TV viewing time, advertising spending will likely migrate into connected television. "As more sports content and political advertising come into CTV next year, we expect a strong acceleration in US CTV advertising revenue growth," the analysts say. That trend will supply strong tailwinds to Roku, whose large user base, deepening streaming partnerships and new monetization opportunities will support accelerating growth in 2026. The analysts upgrade Roku to overweight. (nicholas.miller@wsj.com)

(END) Dow Jones Newswires

December 16, 2025 13:50 ET (18:50 GMT)

Copyright (c) 2025 Dow Jones & Company, Inc.