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Peacock boomed last year thanks to the Olympics, but that unsustainable increase will result in a slight decline this year, despite Peacock鈥檚 own NBA acquisition. Social network users have maxed out, and a pullback is imminent. Last year may have been the peak for social media in the US.

Expected within months, the redesign aims to prioritize paid subscriptions from services like Peacock, Paramount+, and Max. The change comes as people now spend more time watching YouTube on TVs than on any other device, including smartphones.

Sports streaming momentum keeps building: Roku and NBA team up on FAST channel as Peacock and Prime Video win more exclusive streaming deals.

Hulu was the star of upfront streaming spend in iSpot.tv鈥檚 March survey, with 74% of brands and advertisers saying they were allocating spend to the platform. YouTube TV also had a huge showing, with almost half (48%) of respondents saying they were assigning spend to it. Peacock, Roku, and Paramount+ rounded out the top five.

On today's podcast episode, we discuss whether the way people watch sports has changed, if Uber and Lyft will ever be able to turn a profit, whether Peacock can keep its head above water, what happened to the TikTok ban, what The Walt Disney Co. should do with ESPN, who's not on the internet, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Bill Fisher and Max Willens.

NBCUniversal highlights Peacock at upfront: Media titan reflects the industry's digital tilt amidst picketing and leadership changes

XFinity鈥檚 StreamSaver bundle, priced at $15 per month and including Peacock, Netflix, and Apple TV+, continues the industry鈥檚 push toward bundling. Why it matters:. Bundles are a proven retention strategy. Streaming services are shifting from subscriber growth to retention, as churn rates in the US have nearly tripled to 5.5% over the past four years.

Netflix is already hot on the heels of Peacock, a platform that embraced ads from the very beginning, and not all that far behind longtime leader Hulu. Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues.

Over the past five years, Peacock launched, while Max, Netflix, Disney+, and Amazon Prime Video introduced ad tiers. With so much additional CTV inventory now available, marketers are paying less for streaming ad space than they used to. In H1 2024, US connected TV (CTV) ad impressions served by FreeWheel grew 14% YoY.

StreamSaver, available to Comcast internet users, which includes Peacock, Netflix, and Apple TV+. A Max and Netflix bundle for Verizon subscribers. An offer that allows certain T-Mobile subscribers to receive Hulu, Netflix, MLB.TV, and Apple TV+ for free for a limited time. An offer that gives Spectrum TV customers Disney+ and ESPN+ for free, as well as Max or Paramount+ and BET+.

We have projected Max and Peacock for the first time, and they are both on an upward trajectory. Warner Bros. Discovery鈥檚 Max (formerly HBO Max) and Comcast鈥檚 Peacock are younger than the four platforms that lead them in the chart above. However, both are set for healthy time spent growth among the population this year.

Next year鈥檚 Super Bowl on NBC and Peacock will be part of a packed sports calendar, airing just two days after the start of the Winter Olympics. Our take: Even though the game was a 40-22 blowout, viewers still tuned in at record numbers, reinforcing the game鈥檚 cultural significance.

Hulu and Peacock, which leaned into advertising from the start, will outperform against time spent. Hulu will lead all sub OTT services with $3.85 billion in ad revenues this year, and it鈥檚 also strong in time spent. Peacock is relatively new, but its ad business is doing very well given its smaller share of consumer attention.

Instacart followed in Walmart鈥檚 footsteps with a streaming partnership, giving Instacart+ members access to NBCUniversal鈥檚 Peacock. It also partnered with Uber Eats on free restaurant delivery, a move that will make Instacart+ more competitive with DoorDash鈥檚 DashPass. In turn, DoorDash partnered with Lyft to give its DashPass members rideshare discounts.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

What do brands need to know about the next wave of digital growth?

That said, China鈥檚 triumvirate of leading sub OTT platforms (Tencent Video, Youku, and iQiyi) already have far more viewers in China than US-only providers like Hulu and Peacock have garnered. Click here to view our full forecast for digital video viewers in China or subscription OTT video viewers in China. Behind the Numbers.

Peacock, which typically trails behind leaders like Netflix and Disney, notched record subscriptions and ad sales thanks to the Paris Olympics, which generated billions in ad revenues. Max gained 7.3 million subscribers鈥攖he most ever in a single quarter鈥� thanks in part to broadcasting the World Series.

Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.

Netflix is already hot on the heels of Peacock, a platform that embraced ads from the very beginning, and not all that far behind longtime leader Hulu. Within a few years, Netflix and Amazon Prime Video will likely be the leaders in sub OTT ad revenues. Read the full report, US Forecast Trends to Watch in 2025.

The redesign aims to prioritize paid subscriptions from services like Peacock, Paramount+ and Max. The aim here is to position YouTube as a one-stop streaming destination, Garjo notes. Daniel, I'll start with you. Can YouTube be the household streaming hub? Daniel Konstantinovic (05:57):. In some ways, it kind of feels like it already is.