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On-demand video streaming adoption in Hungary exceeded regional norms. Some 90.1% of respondents reported watching on-demand or streaming services, surpassing the regional average of 85.7%. Additionally, 89.7% used video on one of the named streaming platforms, compared with the regional average of 85.0%. Hungary led the region in ownership of streaming devices and feature phones.

On today’s podcast episode, we discuss the interesting ways folks watch the Olympics, the best (and not so best) ads from the Games, the impact of X suing advertisers, how much in-store chatbots can move the needle, how to view Disney’s streaming profitability milestone, which national park most of America could drive to in a day, and more. Tune in to the discussion with our vice president of content Suzy Davidkhanian and analysts Sara Marzano and Carina Perkins.

Notably, streaming stick/device ownership (22.5%) was almost double the regional average of 11.4%. Video streaming adoption in South Africa was among the highest in the region. Some 94.5% of respondents used video streaming services, 4.6 percentage points above the Middle East and Africa average. On-demand/streaming TV viewership was particularly high at 95.3% of respondents.

What it means: The streaming wars that began roughly four years ago have significantly boosted CTV time as consumers have embraced multiple streaming services simultaneously. Rather than replacing one service with another, viewers are adding services, creating a cumulative effect that has finally tipped the scales away from traditional TV. 2. Older adults embrace YouTube more than teens.

Nowadays, advertisers plan their linear and streaming investments alongside each other, just as major networks pitch their linear and streaming properties as complements. As linear and CTV converge—we’ll refer to them collectively as converged TV throughout this report—modernized audience measurement will fuel strategies for performance and brand advertisers alike. For example:.

YouTube is facing growing competition from ad-free streaming services and needs to preserve engagement while expanding monetization options. While YouTube Premium continues to grow steadily, revenue growth is starting to taper—from 21.6% last year to a projected 13.2% this year. Sustaining momentum will require reaching new users and minimizing churn without undercutting the ad-supported base.

Video streaming adoption in Mexico was the highest globally. Some 96.9% of respondents reported using video streaming services. Mexico was also a leader in music streaming at 84.9%. That exceeded the regional average by 4 percentage points. For music streaming, the country ranked No. 3 globally. Mexico led voice assistant usage regionally.

The news: YouTube, the dominant streaming service on connected TVs (CTVs), is reshaping the way users experience content on televisions by prioritizing Shorts—its short-form, vertical video format—in the app’s Subscriptions tab. This change positions a dedicated Shorts row above traditional long-form videos. Only content from subscribed channels appears.

Video streaming adoption is declining but remains high. The survey found that 83.7% of respondents used video streaming services, down 2.5 percentage points YoY. However, streaming still outpaced the live TV viewership rate (79.0%). One of the largest YoY increases was in music/audio streaming adoption. Usage grew by 2.5 percentage points YoY to reach 65.1% of respondents.

From music streaming to immersive experiences: Infinite Reality wants to build virtual music venues where fans can get together and watch shows, chat with artists, and even purchase physical merchandise and NFTs.

Zooming out: VideoAmp is trying to supplant Nielsen as the go-to partner for brands that want to measure streaming, digital, and linear TV—and it seems to be succeeding so far. Advertisers have grown more confident in Nielsen alternatives, as evidenced by the Televisa deal.

Even with strong audience reception, Elio may struggle to turn a profit theatrically—making streaming and VOD performance increasingly vital. Disney remains optimistic, betting on strong exit polls and Elio's emotional themes like identity and wonder to drive word-of-mouth and spark a rebound, much like Elemental did.

The industry, including French music-streaming service Deezer, is reacting to the proliferation of AI-generated content flooding channels and displacing legitimate artists. Deezer now detects 20% of new uploads as fully AI-generated and downranks them in recommendations, per TechCrunch.

Tariffs may make smart TVs, streaming devices, and game consoles more expensive, affecting downstream media engagement. Nintendo has delayed Switch 2 preorders amid market uncertainty, pushing back not only hardware rollout but also the ad campaigns that would typically accompany a major launch. Theme parks and concerts may cool.

The media company introduced ViX Música, a Latin music streaming platform packed with concerts, unplugged sessions, artist interviews, and a partnership with iHeartMedia to stream Fiesta Latina. It also teased YA Fest, a new three-city music festival designed for Gen Z, airing live across its properties in 2026.

New Zealand led the region in streaming stick/device ownership. Some 29.5% of respondents owned a streaming stick or device, significantly higher than the regional average of 8.8%. On-demand video streaming adoption was the highest in the region. Some 96.1% of respondents reported watching on-demand or streaming services, surpassing the regional average of 89.9%.

On today’s podcast episode, we discuss when and where we will start to see ads alongside ChatGPT, how other AI startups are rolling them out, and what kinds of GenAI ads will be most impactful. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, and Analysts Jacob Bourne and Daniel Konstantinovic.

On today’s podcast episode, we discuss which hotel guest behaviors do people think are most acceptable and unacceptable, the first ad on every media type, how American households look today compared to the 1960s, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Blake Droesch, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna.

The more members tap into its benefits—streaming content, filling prescriptions, ordering food delivery, and taking full advantage of fast, free shipping—the more they spend. In contrast, nonmembers tend to plateau—or even reduce—their spending over time.

Retailers had a whirlwind 2024 that saw consumers seeking value, rising in-store visits, and widespread technological experimentation. To honor individual retailers who stood out, our analysts voted on a number of categories and discussed the winners on a new episode of the "Behind the Numbers: Reimagining Retail" podcast.

Music/audio streaming penetration was at 79.4% of respondents, reflecting a decline of 1.1 percentage points YoY. But since 2019, adoption has jumped from 71.2%. Respondents in the US were asked if they used Pandora, which was not available in any other countries. The differences among demographic groups were more pronounced in digital audio streaming than for video streaming.