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The livestream opportunity: Livestreams are increasingly viewed as a way for creators and advertisers to reach engaged viewers at key moments鈥攁nd not without reason. Over 20% of US digital buyers are expected to make a purchase off a livestream in 2025鈥攁 figure that is expected to grow steadily in upcoming years.

On today's podcast episode, we discuss what was behind the streaming giants staggering subscriber growth, how Prime Video's new ad-tier will affect Netflix, and how a deal with the WWE changes its sports strategy. "In Other News," we talk about an important milestone for ad-supported video streaming. Tune in to the discussion with our analyst Daniel Konstantinovic.

Global viewership fell from 5.9 million on Jan. 6 to 2.6 million on Feb. 24, notes Wrestlenomics鈥攔aising questions about sustained audience engagement. Long-term viewership will decide its future. Netflix is successfully attracting WWE fans.

Its WWE deal will bring another high-viewership, recurring, live streamed event to the service, and is likely to draw advertisers. Our take: The US launch of Netflix鈥檚 ad tech represents the streaming service鈥檚 ad business reaching maturity.

TV viewers. Video-on-demand (VOD) viewers. Social media/messaging users. Digital audio listeners. Voice assistant/search users. Executive Summary. Not surprisingly given its ethnic and linguistic diversity, Western Europe doesn鈥檛 fit predictable patterns of media consumption. It鈥檚 generally a paragon of traditional media but a relative laggard in TV viewing.

In 2022, digital audio had 300,000 more monthly adult listeners than traditional TV had monthly adult viewers. This was the first time digital audio superseded TV among adults, and the gap will widen in 2023. But TV still has a slight lead among the entire population (including those ages 0 to 17). Spotify way out in front.

YouTube is simultaneously giving viewers diverse viewing options, such as the new Premium Lite tier that offers ad-free viewing at a lower cost than traditional YouTube Premium. Who benefits? YouTube, creators, and brands all stand to benefit if rollout is effective.

Will AVOD, Price-Slashing, and Localized Content Keep the Streaming Giant in the Lead?

No individual digital media option is as popular among its user base as TV is among its viewers. Active radio listeners are also still quite dedicated to their radios. Click here to view our various forecasts for US time spent with media, among users of each medium. Sub OTT active users are spending increasingly more time with the medium, while TV viewers are not.

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.

This year, there will be 45.6 million CTV users in the UK, up 2.2% on the previous year and accounting for 86.6% of all digital video viewers. Advertisers are rightly coveting these viewers. CTV offers the easiest 鈥榙igital shift鈥� for protagonists from the traditional world of TV advertising.

Disney claims 157 million global viewers watch content with ads across Disney+, Hulu, and ESPN. The ad-supported share of gross additions for Disney+ increased from 45% to 58% YoY in May 2024, indicating a growing preference for ad-supported tiers among new subscribers as consumers seek affordable options. Our take: The changes could benefit both Disney鈥檚 ad revenues and advertisers鈥� ROAS.

This section reviews time spent among those who qualify as active users and viewers of various media activities and platforms. Through this lens, time spent metrics often look more inflated. TV viewers still love their TVs. Tens of millions of US adults don鈥檛 watch traditional TV, but among those who do, it remains extremely popular.

The news: Apple鈥檚 F1: The Movie made $144 million globally in its opening weekend, becoming the company鈥檚 first box office success after prior flops. With standout reviews and marketing synced across the Apple ecosystem, the Brad Pitt-led film was driven by premium formats like IMAX and high youth turnout. Our take: F1 validates Apple鈥檚 blockbuster ambitions, but success here is about more than ticket sales. It鈥檚 a brand-building tool, aimed at strengthening Apple TV+ and its wider services. Turning big-screen moments into lasting streaming growth is the next test鈥攅specially as Apple balances cost, competition, and the evolving economics of global theatrical releases.

The former鈥檚 move into the living room is keeping viewers around for longer as they treat it more like a streaming platform. Note: Our forecast assumes TikTok will remain operational in the US for the foreseeable future. TikTok鈥檚 user growth is outpacing its social rivals despite ban disruptions. Its user base is growing at a faster rate than most other social networks.