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Paramount鈥檚 Q3 results reflect strong streaming growth: To attain 3.5 million new subscribers and $49 million in DTC profit, it鈥檚 leveraged cost cutting and content innovation to balance revenue pressures from traditional TV.

鈥楽tar Wars鈥� is coming back for another trilogy: Disney is likely to spend heavily, and a pipeline to streaming could bolster Disney+ revenues.

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.

Max adds 7.2 million global subscribers in Q3: International expansion and ad revenue gains boost WBD鈥檚 position in the streaming race.

YouTube is doubling down on social connectivity and AI tools to stay competitive with rivals like TikTok and Meta. The platform鈥檚 new suite of features introduced last week include Communities, a fan鈥檚 ability to boost creators鈥� videos, generative AI (genAI) video tools, and gifting. These innovations mimic what鈥檚 working on other social media platforms as YouTube seeks to remain social even as it builds out its connected TV business.

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.

The 2023 Hollywood strikes prompted Netflix to prioritize unscripted content in 2024 (rival Max also brought unscripted content to its streaming service following the Warner Bros. Discovery merger). Our take: Netflix鈥檚 hefty spending on 鈥淪tranger Things鈥� and other costly originals helped it establish a reputation as a streaming service with high-quality content.

In a blog, Amazon touted the feature as one that increases Prime Video鈥檚 convenience and allows users to enjoy the streaming experience without the inconvenient need to rewind if they walk out of the room or leave the app if they need a refresher.

Strength in streaming: Tubi鈥檚 ability to attract political ads highlights its rising importance in Fox鈥檚 portfolio. As Fox鈥檚 free, ad-supported streamer, Tubi has become a material revenue source and a valuable platform for advertisers, especially during high-stakes events like elections.

Leading streaming services have invested heavily in both scripted and unscripted content production, with scripted series 鈥淪quid Game鈥� and unscripted 鈥淟ove is Blind鈥� ranking as two of Netflix鈥檚 most popular offerings.

Use this chart: Marketers can use this chart to reconsider their TV ad investments, make the case for shifting spend from linear to streaming, and forecast future ad spend. Related 蘑菇AV reports:. US Sports Streaming 2024 (Subscription required). US Ad Spending by Industry 2024(Subscription required).

Roku Q3 results emphasize ad-supported growth: Increased streaming hours and accounts offer advertisers valuable inventory.

The number of streaming services with at least $1 billion in US connected TV (CTV) ad revenue is set to quadruple from 2020 to 2026, per our March 2024 forecast. The boom isn鈥檛 without its growing pains, though. Advertisers still need to face confusion with fragmentation, unreachable audiences who pay for ad-free streaming, and problems with campaign measurement. We delve into these three challenges and provide solutions.

Sports and streaming synergies: Amazon Prime Video鈥檚 NFL Black Friday broadcast and upcoming NBA coverage reflect its investment in high-profile sports content. NFL games attract younger, affluent viewers, with Prime鈥檚 Thursday Night Football audience averaging 82 minutes of viewing time, exceeding league averages.

Comcast Q3 performance fueled by streaming and live sports: Olympics and Peacock growth attract high-value audiences for advertisers.

This was a mixed quarter for Apple鈥檚 streaming ventures. The streaming market is approaching saturation in North America, leaving services scrambling to fight over a shrinking pool of consumers. In response, Apple partnered with Amazon to make Apple TV+ available on Prime Video in the hopes of increasing subscriptions.

Amazon鈥檚 MX Player acquisition reignites the battle for Indian consumers: $100 million purchase gives Amazon ownership of the largest free streaming service in India.

Subscription models have succeeded in OTT video, as well as in once-free-but-now-gated news sites, such as The New York Times or The Wall Street Journal. Existing genAI chatbots have attracted significant numbers of premium version subscribers鈥攖hough mostly for professional purposes. Consumer satisfaction with agents also could offset lower clickthrough rates (CTRs) for ads.

As Latin America鈥檚 digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time鈥攁nd money鈥攊f they wish to maintain a competitive edge in today鈥檚 rapidly evolving business environment.

Among households that watch other popular streaming services, at least 80% also watch content on Netflix, per the Advertising Research Foundation (ARF). Advertisers should avoid hitting the same household too often with the same ad across streaming platforms.

Several other streaming services like Prime Video have rolled out similar features. Now, Netflix offers an official way to share scenes that directs viewers back to its platform. Moments provides a unique way for Netflix content to go viral organically, attracting new viewers and amplifying conversations around trending shows and films.

It's why you see a lot of these smaller streaming services starting to bundle with the big leaders. I mean, Apple TV just signed a deal to be distributed on Prime Video, for example, because they're really struggling to increase subscriptions meaningfully since almost everyone it seems has a streaming subscription of some kind.

Streaming has been a win for sports advertising, as streamers like Max and Amazon Prime Video leverage sports rights and creative ad formats to compete for connected TV (CTV) ad dollars. Use this chart: Marketers could use this chart to show why it鈥檚 smart to expand CTV campaigns around live sports, taking advantage of the growing audience moving to digital platforms. Related 蘑菇AV reports:.