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The news: Google reduced its sub-$500 million smart TV budget by 10%, laid off a quarter of its 300-person TV staff, and scaled back investments in connected TV (CTV) initiatives like Google TV and Android TV, per The Information. The latest changes prioritize YouTube and cloud, which now drive Alphabet鈥檚 $110 billion annual run rate. Our take: Advertisers should reallocate budgets toward YouTube鈥檚 growing ad ecosystem while exploring emerging CTV platforms like Roku and Amazon Fire TV. Google鈥檚 retreat creates openings for competitors to capture market share in CTV advertising.

Netflix Moments boosts social sharing: New feature allows users to save and share scenes, expanding Netflix鈥檚 organic reach.

Canada trails just one country鈥攖he US鈥攊n average daily time spent with media. That means plenty of opportunity for media buyers to reach audiences across a range of devices and services.

The news: Streaming watch time outpaced cable and broadcast combined for the first time ever. Streaming accounted for 44.8% of TV viewing in May, per Nielsen, compared with broadcast鈥檚 20.1% and cable鈥檚 24.1%.Our take: With TV viewership increasingly fragmented, advertisers that abandon cable and broadband entirely could leave many consumers behind. Brands should use a hybrid placement model that makes selective investments in linear TV while using streaming to reach younger cord-cutters, helping to retain flexibility as user habits fluctuate.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

The connected TV ad opportunity is growing significantly in scope. The promise of broad yet targeted reach, retail media tie-ins, campaign measurement, and ad interactivity are fueling strong spending growth.

Inside Amazon鈥檚 partnerships with InfoSum and Magnite: The new integrations highlight Amazon鈥檚 goal to be an essential platform for advertisers.

The news: Podcast ad spending intention will reach an 11-year high in 2025, and more advertisers are investing in the medium than ever, per a Cumulus Media and Signal Hill Insights report. Podcast ad spend intention reached 69% among agencies and advertisers surveyed, the highest in the eleven years tracked by Cumulus and Signal Hill. 78% are already investing in podcast advertising, five times higher than the amount investing in 2015. Our take: As listenership spikes, podcasts will continue being a key investment for savvy advertisers鈥攁nd those who know how to maximize the medium鈥檚 potential will come out on top.

The news: The Trade Desk CRO Jed Dederick likened Amazon鈥檚 advertising approach to Google鈥檚, accusing it of bundling and self-preferencing practices that threaten market competition. In an interview at Cannes Lions, Dederick urged Amazon to adopt a more open model like Meta鈥檚, warning that closed systems could draw regulatory scrutiny. Our take: By framing Amazon as the next Google, The Trade Desk is angling to become the preferred neutral alternative for marketers. As Amazon expands in CTV and commerce media, regulatory pressure may follow. If it does, The Trade Desk is well-positioned to gain from any shift toward more transparent platforms.

The news: YouTube launched an AI search function that could streamline the content discovery journey but pose problems for smaller creators and influencers. The feature gives users a carousel of relevant videos in response to their search queries, similar to Google鈥檚 AI Overviews. Our take: With YouTube鈥檚 vast content library, AI search could help users find relevant content faster, though opacity around how its algorithm surfaces videos means creators may need to experiment with keywords and video titles to see which strategies get their content placed in AI video carousels.

The news: The NBA held steady at 4,668 brand sponsors between 2023 and 2024, but total sponsorship revenues rose 8% to $1.62 billion, thanks to jersey patch deals, venue launches like the Intuit Dome, and record-breaking player endorsements. The Golden State Warriors alone brought in over $200 million, and rookie Jared McCain set a league record with 30 personal brand deals. Our take: The NBA is deepening its value to advertisers, not just expanding reach. With media rights deals and Amazon integration elevating its commercial footprint, the league is fast becoming one of the most lucrative platforms for modern marketers.

Indy 500 hits viewership record in its first time airing on Fox: The event highlights the ongoing battle for media companies to secure sports rights.

Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.

Advertisers battle economic difficulties as they head into upfront negotiations.

The news: Podcasts are becoming a popular way for brands to reach engaged audiences, with viewership mounting and new platforms throwing their hats in the ring. Podcast viewership is thriving, reaching over 140 million US listeners in 2025, according to our forecast. Listeners will surpass 150 million by 2027. Our take: Podcasts are shaping up to become a strong contender in media consumption, with nearly 70% of US adults ages 18 to 24 listening at least one per month, per our forecast. As platforms battle to be the leading home for podcasts, advertisers need to pay attention and tailor strategies.

鈥淟ilo & Stitch,鈥� 鈥淢ission Impossible鈥� shatter Memorial Day weekend records: The box office hits prove that theaters still have a place amid the shift to streaming.

Why CPMs are falling at Upfronts: Increased inventory and viewership is causing streamers to soften prices during the buying season.

Vimeo Streaming empowers creators with subscription tools: The platform helps monetize video content through branded apps, AI tools, and flexible pricing.

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

Apple feels the pain of Apple TV+ struggles: Its Q4 revenues missed the mark in some divisions including Services, which includes advertising.