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Target teams up with Disney on a new bedding collection: The expansion of its Pillowfort private-label line should help drive sales and brand loyalty.

Disney-WBD streaming bundle sees strong retention: 80% of subscribers stay after three months, outperforming Netflix in that regard.

First-party data is becoming essential: As third-party cookies disappear, brands like The New York Times, Disney, and McDonald鈥檚 are leveraging direct consumer relationships to improve ad targeting and measurement.

The Disney-Fubo deal could signal a shift toward further market consolidation in the already concentrated streaming and pay TV sectors. Disney expanding its control could reduce competition in a space where rivals are already struggling to maintain their footing.

They can also keep a close eye on their digital pay TV budgets to ensure they're getting the ROI they want. Related 蘑菇AV reports:. US OTT, Pay TV, and YouTube Viewers Forecast 2025 (蘑菇AV subscription required). US Time Spent With Sub OTT Streaming 2025 (蘑菇AV subscription required).

Digital pay TV services are slowing cord-cutting. But the rate at which they replace traditional TV defectors is decelerating.

Nearly 3 in 10 North American adults say they returned to pay TV after cutting the cord to watch major live events, per TiVo; about 1 in 4 specifically cited live sports as the main draw. Only 9.1% have six or more subscriptions, per Attest. Our take: Streaming has become the default home for both daily viewing and mass hits, fundamentally reshaping TV鈥檚 competitive balance.

Time spent with TV has been falling for years as time spent as time spent with streaming surges and more households cut pay TV subscriptions. Over 77% of the US population will regularly watch over-the-top video in 2025, surpassing traditional TV viewership.

Click here to view the full forecasts for US traditional pay TV subscription revenues, digital pay TV subscription revenues, and OTT excl. digital pay TV subscription revenues. YouTube has quietly developed a strong subscription business.

US OTT, Pay TV, and YouTube Viewers Forecast 2025 (蘑菇AV subscription required). Methodology: Data is from the July 2025 MAGNA Media Trials and DIRECTV Advertising report titled 鈥淭he Pause: Reaching TV Viewers During Can鈥檛-Miss Moments.鈥� 2,427 US adults ages 18+ were surveyed during March 20-April 16, 2025. All respondents had watched ad-supported TV in the past 24 hours.

But the era of fast growth for digital pay TV is already ending, and its market share is nowhere close to where traditional pay TV used to be. Linear pay TV鈥檚 slide into niche status has officially begun. Prediction. Digital pay TV will confront the same pricing issues faced by traditional pay TV, muddying its future.

Disney and FuboTV: Disney announced plans to merge its Hulu + Live TV service with sports-focused FuboTV, creating one of the largest digital pay-TV providers in North America with a combined 6.2 million subscribers.

US OTT, Pay TV, and YouTube Viewers Forecast 2025 (蘑菇AV subscription required). Gen Z Technology and Media Preferences 2025 (蘑菇AV subscription required). Note: Social networks are sites where the primary activities involve creating a profile and interacting with a network of contacts by sharing status updates, comments, photos, or other content.

The diverging fortunes of streaming and traditional pay TV have been unmistakable for years.鈥�. Why it matters: Linear TV declines have dragged down WBD and other companies鈥� ability to invest freely in streaming鈥攂ut splitting into separate companies means WBD can now tailor its strategies to unique audiences, giving it more growth potential.

Digital live sports viewers have surpassed traditional pay TV live sports viewers in the US, per 蘑菇AV forecast. This trend will continue next year, when 114.1 million people will watch sports via digital while 82.0 million will watch via TV.

Streamers, pay TV sue to block click-to-cancel: The FTC鈥檚 attempt to standardize digital cancellations may have an uphill battle.

Disney鈥檚 carriage fee dispute game plan: The company blocked access to ESPN and more for DirecTV customers, flexing its power over pay TV providers.

In subscription revenues and viewers, YouTube TV has distanced itself from the digital pay TV pack. Digital pay TV is synonymous with a virtual multichannel video programming distributor (vMVPD). It refers to digitally delivered live TV services like YouTube TV and Sling TV.

Ad-supported streaming and live sports are accelerating pay TV鈥檚 decline: The largest pay TV providers lost 5 million subscribers in 2023, while SVOD鈥檚 market share grew.

CTV to continue strong US growth: Households using the format to more than double pay TV in 2024, aided by tech shifts.

On today's podcast episode, we discuss the takeaway's from this years March Madness NCAA basketball tournaments, what's most fueling a revolution in women's sports, who will rule the new pay TV world by 2026, the likelihood that sports betting faces a reckoning in the next 12-months, the best-selling cars in America, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, forecasting analyst Zach Goldner, and director of forecasting Oscar Orozco.