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Over half (54%) of US ad-supported TV viewers who paused content did so for between one and five minutes, long enough to serve a targeted ad, according to April data from Magna Global and DIRECTV Advertising.

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.

The news: YouTube is testing a collaboration option that allows all creators to share credit on individual videos, boosting visibility across channels. MrBeast is among the first to trial the co-author credits. Our take: YouTube is copying an offering that Instagram and TikTok have already rolled out鈥攁 common tactic across social media. It will likely give influencers鈥擸ouTube鈥檚 bread and butter鈥攁 helping hand to increase collaborations and subscriber counts. But it could also decrease production as multiple creators share a single video without producing their own individual content.

The news: As budgets tighten, consumers are altering their streaming habits, per Hub Research鈥檚 annual Monetizing Video report. While the average user is unwilling to pay much more than they鈥檙e already paying for streaming subscriptions, 42% say they are much more likely to maintain bundled subscriptions compared with individual streaming subscriptions. Our take: Advertisers must pay attention to platforms that offer bundle packages as key areas for investment due to their lower churn. Bundles consolidate audience attention and offer more predictable engagement.

The news: As the NFL season approaches and digital video becomes a sports destination, fans are looking to new streaming services to stay caught up鈥攁nd 35% are planning to subscribe to a new service to watch fall and winter sports, per CivicScience data. Our take: Sports will remain a key opportunity for brands to reach engaged and passionate audiences鈥攂ut as fragmentation worsens, advertisers must prioritize cross-platform strategies that unlock consistent exposure.

Netflix's Q2 2025 earnings results came in at $11.1 billion in total revenues. The company鈥檚 shift away from reporting net subscriber growth now places investor focus squarely on margins, ad performance, and global monetization. While churn remains low and its brand strong, Netflix faces growing competition from YouTube and TikTok for user screen time. With hit content, live sports, and gaming on deck, the streaming giant鈥檚 next act will test its ability to monetize an already massive user base while retaining cultural dominance. For Netflix, growth now means doing more with what it already has.

The news: CBS is ending 鈥淭he Late Show with Stephen Colbert鈥� next year, an announcement the titular host made during taping for his Thursday show, sparking controversy and speculation. The move came days after Colbert criticized CBS parent company Paramount on air, saying it paid a 鈥渂ig fat bribe鈥� when settling a lawsuit with Trump worth $16 million. Our take: Though politics and Paramount鈥檚 sink-or-swim pending merger may have influenced the swiftness of 鈥淭he Late Show鈥� cancellation, the ultimate cause likely boils down to the traditional TV model floundering.

Alphabet posted strong Q2 results, with Search ad revenue up 12% YoY and YouTube ad revenue climbing 13%. But analysts and advertisers are asking tougher questions as the company shifts toward AI-led formats like AI Overviews and Gemini. Google declined to provide clear data on ROI, clickthroughs, or user engagement, fueling concerns about monetization in a no-click world. Licensing costs for LLM training, brand safety, and competition from ChatGPT and Perplexity are all in focus. While YouTube continues to lead in streaming ad growth, the future of Google鈥檚 ad engine may hinge on transparency, AI accountability, and performance parity.

Retail media ad spending in France, Germany, and the UK continues to rise, outpacing all other ad formats. The space is developing rapidly despite fragmentation and a lack of standards.

The news: More than 90% of multicultural consumers use digital devices in their healthcare journeys, per a new Cadent Pharma Advertising Trends study. The takeaway: TV is still an important broad awareness media channel for pharma and healthcare companies. However, among growing diverse populations, digital and mobile advertising is more popular and spurs a desire for more information and purchasing. Marketers need to meet diverse audiences with educational and culturally relevant content.

Streameast, the world鈥檚 largest illegal sports-streaming hub, has been shut down in a coordinated sting led by Egyptian authorities and the Alliance for Creativity and Entertainment. The operation dismantled more than 80 domains that drew 1.6 billion visits over the past year. The crackdown comes as soccer and NFL seasons begin, underscoring how piracy disrupts rights holders by siphoning revenues from subscriptions and ads. Yet piracy remains resilient: copycats are already emerging to tap fans frustrated with fragmented, costly streaming options. With digital sports viewership surpassing pay TV, the industry faces an urgent challenge to keep audiences in paid ecosystems.

The news: Live-streamer Sling TV debuted day, weekend, and weeklong streaming passes as monthly subscription costs escalate. Consumers can buy a Day Pass for $4.99, a Friday-Sunday pass for $9.99, or a Week Pass for $14.99. Passes don鈥檛 auto-renew. All three passes offer access to the same 34 channels on Sling鈥檚 Orange package, including ESPN, TNT, A&E, Comedy Central, and more. Our take: If its short-term passes are successful, we can expect more streamers to follow suit and potentially offer popular IP for rent鈥攖hink 鈥淪quid Game鈥� on Netflix or 鈥淭he Gilded Age鈥� on HBO Max. That would allow advertisers to target specific, price-conscious audiences.

The news: Despite a surge in sports advertising and streaming, Walt Disney Co. failed to surpass last year鈥檚 upfront volume, citing a result that was 鈥渃onsistent with last year,鈥� per a press release. Streaming accounted for over 40% of the company鈥檚 total upfront volume, on par with 2024, while sports advertising commitments across digital and linear were worth around $4 billion. Our take: As live sports viewers remain consistent and audiences increasingly turn to digital, Disney鈥檚 future growth depends on how well it can transform its streaming offerings into hubs for live sports.

The news: Brands are ramping up influencer investment and creator rates are skyrocketing following Unilever鈥檚 commitment to allocate half of its advertising budget on an 鈥渋nfluencer-first鈥� strategy. Numerous influencer and social agencies 鈥渦nanimously鈥� claimed a notable increase in client spend on influencer marketing since Unilever鈥檚 announcement, per sources cited by The Drum. Our take: Unilever has accelerated a trend that was already in motion, signaling the broader shift among advertisers toward influencer-led strategies that deliver consistent engagement and targeted reach among key demographics.

The news: Amazon鈥檚 Prime Video overtook Netflix in Brazil鈥檚 streaming market in Q2 2025, leading with 22% of user interest and edging out Netflix at 21%, according to JustWatch, per Meio & Mensagem. Prime Videos鈥� ascent presents new advertising opportunities in the country, while Netflix鈥檚 decline suggests potential audience fragmentation Our take: Brazil鈥檚 streaming war is shifting from subscriptions to hybrid models, and Prime Video wins on bundled utility. Netflix can catch up by scaling its ad tier and investing in local hits. The next battleground? Premium reach at a lower cost in a market where cultural relevance drives loyalty.

As connected TV gradually eclipses linear, the measurement space continues to evolve. The market鈥檚 in for another year of transitioning from a single dominant currency to multiple currencies.

Virtual product placement surges: Rembrand鈥檚 $23M funding fuels growth in AI-driven ad tools, regional targeting, and post-production flexibility.

MrBeast鈥檚 niche, for example, is often referred to as 鈥渟pectacle鈥� due to his over-the-top game show-like stunt videos. Creators are encroaching on linear TV. Linear TV viewers still far outnumber users of individual social and digital platforms.

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鈥檚 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鈥� 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.

CTV display ad spending will reach $33.35 billion in 2025, with 98.4% of those dollars going to video ads. Total CTV ad spending will see solid double-digit annual growth rates through our forecast period to reach $46.89 billion in 2028.

The Trade Desk will join the S&P 500 on July 18, a milestone that highlights the company鈥檚 growing importance in the ad tech space. TTD has recently introduced tools like Deal Desk and AI-powered video placements via Kokai and Rembrand, all while vocally criticizing Amazon鈥檚 bundling practices. Despite a 30% YTD decline in stock price, the company鈥檚 Q1 revenue rose 25%, and retention remained above 95%. With Ventura OS on the horizon and renewed leadership in place, TTD is positioning itself as a transparent, open-web alternative to Big Tech鈥檚 walled gardens鈥攋ust as it prepares to enter a new phase of institutional visibility.