Data: Social Media and Streaming Video Delivered Strong ROI for Marketers in 2025

CARY, N.C.--( BUSINESS WIRE)--New research shows that while social media remained a core channel for advertisers in terms of ROI, investment declined as platform fragmentation, creative demands and regulatory uncertainty created real challenges for marketers.

The 2026 Marketing Investment Framework & Decision Guide from Keen Decision Systems, a next-generation marketing mix SaaS company, analyzed data from over 400 brands and more than $42 billion of historical marketing investment across a diverse set of verticals to provide an overview of the advertising landscape in 2026.

The report shows that the share of social media spending dropped from 18% to 17% in 2025, with TikTok investment dropping by 8 percentage points after heavy increases in 2024. Meta bounced back to 60% of investment after dropping to 55% in 2024, as ROI improved amid declining costs.

Overall, search maintained the highest share of spending in 2025, accounting for 25% of all investments. Streaming video held steady at 17%, while display saw investment increase by 4% to reach 15% in 2025. Linear TV maintained 19% of spending but saw ROI decline.

“Channel allocations in 2025 reflected marketers’ desire to lean into what’s reliable, whether it was by holding commitments even as returns softened or hesitated on channels that haven’t yet proven at scale,” Justin Jefferson, Vice President, Strategy and Insights, at Keen Decision Systems. “This pattern created efficiency gains in some areas while leaving significant untapped opportunities in others. In 2026, brands should prioritize a mix that balances legacy and emerging channels without losing ROI.”

Other key findings include:

“Based on these findings, we’d advise brands to start making a gradual shift from linear TV to streaming as a top-of-funnel tactic while maintaining proven performers like search where ROI justifies continued investment,” continued Jefferson. “By strategically allocating their investments across the funnel, including retail media, brands of all sizes can experience sustained brand building.”

For more information or to download the report, please visit https://keends.com/resources/2026-marketing-benchmarks-insights-report/

About Keen Decision Systems

Keen Decision Systems is a next-generation marketing mix SaaS platform that helps marketers and agencies tie investment decisions to real business outcomes. Keen combines historical measurement with predictive planning to deliver media strategies that are clear, dynamic, and financially grounded. On average, Keen customers see a 25% improvement in brand performance within the first year.

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