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The traditional TV bundle will further decay as more live sports embrace streaming.

By securing major sports properties, Amazon is ensuring Prime Video remains a streaming leader while reinforcing its broader advertising ambitions. Amazon鈥檚 11-year NBA deal is valued at $1.8 billion annually. That could translate into the service hiking prices or increasing ad loads to offset costs down the line.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5.

Modelo鈥檚 college basketball ad spend grows 48%: The investment highlights the lucrative opportunity of advertising during live sporting events.

Super Bowl LIX sets new all-time viewership record: The game averaged 126 million viewers across TV and digital platforms, a 2% increase from last year, with streaming playing a major role in its success.

鈥淚 don鈥檛 think it would take budget from streaming TV in the sense of a TV commercial, because they are two very different offerings.鈥�. Selling short-lived touchpoints. Up to 40% of pause events come from live content during big tentpole events, NBCUniversal reports.

Keeping Red Seat under Tubi instead of Fox News suggests that Fox sees streaming and digital distribution as the next frontier for news, commentary, and entertainment. Red Seat鈥檚 client list provides Fox with opportunities beyond politics.

Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.

Streaming/sports success: Retail media isn鈥檛 the only part of Amazon鈥檚 ad empire, as 2024 also marked the launch of ads on Prime Video, propelling Amazon to the forefront of the ad-supported streaming race. Jassy called the company 鈥渜uite pleased with the early progress.鈥�.

The news: Disney generated higher revenues than expected in its fiscal Q1 but noted a slight drop in Disney+ subscribers that could spell trouble for its streaming business. By the numbers:. Revenues: $24.7 billion, up 5% YoY and above expectations. Disney+ subscribers: 125 million, down 1% QoQ. With Hulu included, subscriptions were 178 million, up approximately 1%.

Streaming services are offering a multitude of bundles as they try to expand their ad-supported audiences.

NBC, Bravo, and Peacock will remain with NBCUniversal, emphasizing their importance to the company鈥檚 broadcast and streaming ambitions. Why it matters: SpinCo鈥檚 formation underscores the declining influence of traditional cable networks and the challenges of sustaining them in a streaming-first era.