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Streaming has transformed sports viewership—and advertising along with it. With more fans tuning in through connected TV than traditional broadcast, brands now have a unique chance to reach a loyal, engaged audience.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

Artificial intelligence (AI) is helping transform connected TV (CTV) into a performance marketing channel, giving paid search and social media a run for their money. CTV ad spend will reach $32.57 billion in the US next year, and AI is helping to boost its potential for advertisers. Here are three ways AI is doing that.

Most consumers divide their time across gaming, music, podcasts, and social, but streaming remains on top—even as mobile becomes the default for short- and long-form video.

67.5 million US households use smart TVs, making it the No. 1 device among connected TV (CTV) households across the country, according to July 2024 data from Comscore.

The news: Advertisers are prioritizing interactive video ads to capture users and boost engagement as social media and YouTube consume ad spend. 52% of advertisers expect to use interactive features in at least 26% of their ads this year, per Digiday and PadSquad’s 2025 State of the Industry survey. Only 7% neither use and nor plan to use interactive video features in their ads. Our take: In a saturated media market, getting and keeping consumers’ attention is a difficult endeavor. Integrating gamified features and personalized media elements can help ensure that marketing campaigns are seen and not just scrolled past.

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

Advertisers battle economic difficulties as they head into upfront negotiations.

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.

In a July Advertiser Perceptions survey of marketers who spend at least $250,000 annually on advertising, 37% of respondents said that connected TV and over-the-top video were better at measuring campaign effectiveness than linear TV.

YouTube introduces new offerings for ads, podcasts: The platform aims to highlight its ability to reach audiences with unmatched versatile content options.

FAST shows no signs of slowing down: From the Roku Channel to Tubi, FAST continues a path of acceleration that will be bolstered by economic uncertainty.

Prime Video offers show-level ad reporting: The move positions it as a testing ground for streaming’s evolution, where transparency matters as much as viewer data.

Insights from IAB NewFronts: Streaming and AI innovation are transforming marketing—but in a period of rapid change and economic unrest, adaptation is key.

In 2024, US digital pay TV services will make $15.41 billion in subscription revenues—that’s nearly one-fourth of total subscription over-the-top (OTT) revenues and almost one-fifth of total pay TV subscription revenues. YouTube TV and Hulu + Live TV have grown their subscription revenue share. Prior to the pandemic in 2019, these services received half of US vMVPD subscription revenues.

Programmatic accounts for the vast majority of digital display ad spending across the major markets we track in Western Europe. The UK holds a significant lead in terms of overall spend, but France and Germany are growing quicker.

Marketers are cutting branding spend in favor of performance media: Search and retail win as caution dominates strategy.