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This trend has pushed Netflix and Disney+ to expand ad tiers, and Amazon is now consolidating all video-on-demand (VOD) under Prime Video. The challenge will be in how effectively platforms can retain their ad-supported audiences in larger, unified services. Advertisers take heed: As streaming giants consolidate, ad buyers might see fewer platforms but more fragmented audiences.

Subscription OTT streaming is one of only a few media categories still seeing meaningful time spent growth in the US. The major platforms are heading in different directions, however.

The news: At Cannes Lions 2025, Netflix announced it has added Yahoo鈥檚 DSP to its growing list of programmatic partners, joining Google, The Trade Desk, and Microsoft. The expansion boosts flexibility for advertisers targeting Netflix鈥檚 94 million monthly ad-tier users across 12 countries, with new capabilities for first-party data and interest-based buying. Our take: With its Ads Suite now live globally, Netflix is done crawling鈥攊t鈥檚 competing directly with YouTube and social platforms for CTV budgets. As its per-user ad revenues rebound and its content ecosystem broadens, Netflix is evolving into a full-funnel marketing platform poised to reshape premium video monetization.

The news: Netflix is proving its power as the dominant subscription streaming platform with several recent ad wins. The streamer announced that it鈥檚 sold all of its available commercial time in preparation for its two Christmas day NFL games, also noting sponsorship deals with partners like Google and FanDuel. Our take: With its strong lead in ad revenue growth, position as the most-used subscription video service in the US, consistently low subscriber churn rate, and content strategy tailored to unique markets, Netflix is likely to continue dominating advertiser investment in connected TV.

Peacock is joining Prime Video鈥檚 ecosystem, giving viewers access to the service as an add-on with Prime subscriptions, per an Amazon announcement. The ad-free version of Comcast鈥檚 streaming platform will cost the same on Prime Video as it would individually. Peacock joins the likes of Paramount+, Apple TV+, and HBO Max in becoming part of Prime鈥檚 ecosystem. Peacock鈥檚 integration into Prime Video turns a mid-tier streamer struggling with profitability into part of a premium bundle, giving advertisers access to a larger, more engaged audience part of Amazon鈥檚 high-value ecosystem.

Amazon closed its second annual Upfronts with 鈥渟ignificant growth鈥� across independent agencies and holding companies, per Adweek. An Amazon spokesperson cited excitement surrounding live sports offerings on Prime Video as a key driver of growth. Amazon is positioned for sustained ad growth if it continues relying on its sports properties to draw advertiser interest in Prime Video. With Prime Video only making up a fraction of Amazon鈥檚 overall ad revenues, the service is far from hitting its ceiling鈥攁nd future investment in tentpole sporting events will put Prime Video on par with its bigger competitors.

The news: Disney announced that it will merge Disney+ and Hulu in 2026, a move that could save it $3 billion. The news came after a mixed Q3 FY25 that beat expectations thanks to high spending at Disney theme parks and growth in streaming, but saw advertising revenues fall short of analyst estimates. Our take: Disney鈥檚 future success depends on whether merging its core streaming offerings boosts advertiser appeal and a successful sports push that can compete on a similar level as rivals with access to tentpole live events like the Super Bowl.

Over 260 million people in the US鈥攎ore than 77% of the population鈥攚ill watch over-the-top (OTT) video this year, according to a March 蘑菇AV forecast. Of these, nearly all will be watching YouTube.

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: As US interest in soccer grows with the 2026 FIFA World Cup less than a year away, one streaming brand with deep ties to soccer is notably absent from the pre-World Cup hype: Apple TV+. Our take: Apple TV+ is fathoms behind leading services with approximately 45 million subscribers, per The Information. Without a legacy media business to support its streaming operations, sports leagues have a wealth of other channels to partner with for better reach.

Netflix House shows the power of brand marketing: The streamer鈥檚 retail play capitalizes on cheap real estate and consumer demand for experiences.

The news: Podcast ads are the most effective way to drive action through advertising across media types, per a new study from Sounds Profitable and Signal Hill Insights. 22% of monthly podcast listeners have made an immediate purchase after hearing an ad on a podcast in the past six months, per the study. Podcasts outperformed users of premium TV streaming services like Peacock and Netflix (13%), Instagram (13%), YouTube (12%), and TikTok (5%). Our take: As audiences shift to digital, podcasts demand advertiser investment. Brands that pay attention to the format and take steps to innovate will succeed long-term.

TV networks rely on Netflix for distribution: A deal between Netflix and French broadcaster TF1 is a clear sign of how video power dynamics have shifted.