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Why it matters: YouTube's living room success is reshaping the streaming landscape. The platform has cemented its evolution from a mobile-first service to a legitimate competitor to linear TV. Traditional pay-TV providers face increasing pressure from YouTube's expansion. The platform's success spans multiple formats, from sports to podcasts to music.

Disney to bring Hulu ad targeting to its streaming properties: Move should bring efficiencies as Netflix looks to bulk up its ad tier.

Digital ad spend tops $300 billion in 2024: Video dominates growth, driving display advertising's share and reshaping ad strategies through social and OTT.

On today鈥檚 podcast episode, we discuss what actually ends up happening to TikTok, what an X and Truth Social alliance might look like, and who TikTok Shop might enter a joint venture with. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna.

In Poland, traditional cable TV represents 33.2% of total TV viewing time, while streaming represents just 8.2%, according to Nielsen data. In the US, streaming commands a 38.3% share of TV viewing time, while cable comes in at 28.1%. April 17, 2025. Which generation are the most frequent users of voice assistants? A) Gen Z B) Millennials C) Gen X D) Baby boomers.

On today鈥檚 podcast episode, we discuss the future of streaming, which streaming service stands out above the rest, how streamers are bringing more sports programming online, and what kind of programming people watch. Listen to the discussion as host Marcus Johnson welcomes analysts Paul Verna and Daniel Konstantinovic to the podcast.

The move is part of what senior VP of streaming brand solutions for Disney John Campbell refers to as Disney鈥檚 鈥渃ontent everywhere鈥� strategy, where CMOs 鈥渃ome to Disney to help maximize these big moments.鈥�.

By 2027, sub OTT streaming will account for 46.7% of all time with digital video and 31.5% of total video. But it and all the other digital formats must share the video ecosystem with traditional TV for a while longer: Two years from now, TV will still claim the largest share of total video time, although just barely. Social video鈥檚 momentum is waning.

New NBA broadcasting deals with NBC and Amazon: These partnerships, pending approval, are set to enhance live sports accessibility and boost advertising revenue.

Streaming services are raising subscription prices to nudge viewers to choose advertising plans. While striving toward profitability amid rising content costs, streaming services have prioritized ad-supported tiers, which tend to generate more revenues per user than ad-free tiers.

The year of streaming price hikes: Streaming services became more expensive than ever in 2023, leading to a focus on bundles and cheaper AVOD tiers.

Time spent is decreasing across cable and broadcast TV but increasing in streaming. In Q4 2022, streaming boosted overall time spent with TV among US adults, reversing the decline in TV viewing over the past few years, according to Nielsen.

Streaming cancellations rise as costs climb: Major platforms like Netflix and Disney+ are adapting with new strategies.

A Disney purchase of Hulu would upend the streaming industry: Comcast CEO Brian Roberts said it鈥檚 willing to sell its stake to Disney, ending a stalemate.

All eyes are on streaming. Last year, non-pay TV viewers surpassed traditional pay TV viewers in the US, per our forecast. Years of streaming platform proliferation are over, yielding to consolidation and fragmented ad measurement. Bundles between streaming platforms and partnerships with retail media platforms are forming, leaving media buyers with a headache over how to strategize.

More subscription video streaming services are pushing advertising. At the same time, free ad-supported streamers are gaining viewers. These developments provide advertisers with more options to find audiences.

A quarter of US adults recently cut their spending on video streaming subscriptions due to inflation, per a Morning Consult survey. Slightly less cut back on music streaming subscriptions (24%) and cable or satellite TV (23%). Across all entertainment categories studied, more adults either didn鈥檛 pull back or didn鈥檛 pay for the product or service in the first place.

Most subscription streaming services offer ad-free and ad-supported plans. After Amazon Prime Video introduced its ad plan in January, Apple TV+ became the biggest advertising holdout among streamers. Advertising holdouts have gradually accepted commercial breaks in their programming.

Netflix鈥檚 time spent exceeds its ad revenues the most. YouTube leads in time spent and ad revenues. Amazon will make a big splash in streaming advertising.

As the TV and streaming landscape becomes increasingly fragmented, the terms used to describe different ways to watch are multiplying. We鈥檝e already broken down the difference between connected TV (CTV) and OTT. With subscription video-on-demand (SVOD) platforms becoming ad-supported SVODs, and ad-supported video on demand (AVOD) platforms building out free ad-supported TV (FAST) platforms, it鈥檚 difficult to keep track of what cord-cutters are actually watching. Here鈥檚 a breakdown.

On today's podcast episode, our contestants compete in The Great Behind the Numbers Take Off, 2024 video trends edition, where they will try and cook up the most interesting predictions for the coming year. They'll discuss why Amazon will begin its ascension to become the second-most important company in streaming advertising, how more creators and brands will embrace AI to create videos, and what to expect from streaming platform consolidation. Tune in to the discussion with our director of Briefings Jeremy Goldman and analysts Ross Benes and Daniel Konstantinovic.

Can Fox turn Tubi into a major streaming brand? The free, ad-supported streaming service is in a strong position to weather a difficult chapter.

The Walt Disney Co.鈥檚 recent moves, including the full acquisition of Hulu and adjustments in its content investment strategies, underscore a pivotal phase for the growth of the entertainment giant鈥檚 streaming business.