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Future opportunities, like partnering with streaming platforms for big-screen premieres of streaming originals and enhancing the AMC Stubs rewards program, could further help the struggling chain bounce back.

According to Numeris, total TV (linear TV and broadcaster streaming services) accounted for 38% of adult viewers in the fall 2024 measurement period, while streaming-only viewer share was just 6%. In Ontario, total TV was 28% versus 13% for streaming only. TV ad spending in Quebec also reflects the strength in viewership. TV ad spending in Canada dropped 9.3% in 2024, per our forecast.

On today's podcast episode, we discuss where the content production dollars will be going, what the Omnicom and IPG deal will mean for the agency client relationship, and how the antitrust and other legal cases against Amazon, Apple, Google, Meta, and TikTok will play out in 2025. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President of Research Jennifer Pearson, and Vice President Paul Verna.

Why streaming as the CTV breadwinner? YouTube鈥檚 ad and subscription units surpassed $50 billion in revenues for the 12-month period ending in September 2024, marking the first time it鈥檚 reached this milestone. YouTube dominates US streaming viewership and is expected to cross 250 million viewers next year, per our forecast. The platform commands 67% more US viewing time than Netflix.

Every platform is preparing for a TikTok ban. Every social app is now a short-video platform. Some are also combining short, long, and live video into one TikTok-like feed.

Though the ecommerce giant is itself expected to feel tariff pressures, its clear path to purchase, 99.8 million US Prime households, and popular streaming content means advertisers are likely to continue investing in the platform. For Roku, there are similar benefits: The company鈥檚 more than 90 million streaming households and the rise of FAST have made Roku a significant contender in the CTV space.

Disney also revealed a bundled version with Hulu and Disney+, highlighting the centrality of sports to its streaming model. CFO Hugh Johnston reported that ESPN's US ad revenues rose 22% last quarter, even as ad dollars for entertainment content declined by nearly 10%. At the same time, YouTube has rapidly scaled its sports ambitions:.

Strategies like partnering with streaming platforms for movie premieres and growing the AMC Stubs rewards program may be valuable.

Other streaming competitors like Disney and Warner Bros. Discovery have expansive theme park businesses that have deepened consumers鈥� connection with tentpole intellectual property. Those parks have performed well (particularly for Disney) in recent years as the linear TV business declines and streaming hits saturation.

As the league shifts further into streaming and digital-first distribution, its commercial ecosystem is poised to expand鈥攅specially with Amazon鈥檚 cross-league sponsorship offerings enabling brands to stay active year-round. For that reason, the NBA is becoming one of the most valuable arenas for marketers in all of sports.

The news: Digital advertising had a strong showing in Q1 2025, with major platforms reporting growth across search, social, streaming, and retail media. But looking ahead, macroeconomic headwinds鈥攑articularly tariffs and regulatory action鈥攁re clouding the outlook.

But the rapid increase in smart TVs has led to CTV鈥檚 rise and easy access to streaming content on the largest screen in the home. Desktops/laptops and tablets will maintain a sizable share of daily media time, at 1:37 and 1:02, respectively. Smartphones have led to a steady decline in desktop/laptop usage.

Netflix鈥檚 advertising strategy is evolving as streaming services raise subscription prices to sway users to ad-supported tiers.

Channels known for traditional broadcasts, like Fox, could benefit from making sports events available on streaming platforms鈥攕omething that was widely successful when Fox aired the Super Bowl on its free ad-supported service Tubi. Increasing attention on sports beyond major events could pay off.

Fubo initially launched pause ads, which appear when a viewer pauses streaming content and disappear when the content resumes playing, last year as part of an interactive CTV ad units suite.

Innovations like streaming, AI tools, and autonomous tech are fueling demand, but spectrum limitations threaten future network capacity.

Games will also be available on NBCU鈥檚 streaming service, Peacock. NBCU is reportedly offering far less than the $550 million a year ESPN was paying for MLB rights, though it鈥檚 unclear whether the offer is higher than ESPN鈥檚 renegotiated amount of $200 million annually.

Our take: Netflix鈥檚 growth indicates a positive outlook, but with oversaturation in the streaming market, the company will have to continue proving a unique value proposition to continue outperforming competitors. Netflix is eyeing video podcasts to capitalize on the medium鈥檚 growing popularity.

Ad-supported video gains viewership, time spent on digital video surpasses TV, and streaming services pivot from audience growth to profitability.