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Time spent with cable and broadcast TV is decreasing, a trend that鈥檚 been particularly pronounced over the past year. Streaming accounted for 36.9% of US time spent with TV as of September 2022, up from 27.7% in the same month in 2021, according to Nielsen. Streaming stole share from all other TV categories.

As retail media enters its next phase, marketing efforts are moving up the funnel toward new formats like open web, social, and streaming TV. By leveraging partnerships with social media companies, streaming platforms, and publishers, retail media networks can reach consumers earlier in the buying cycle and build brand awareness.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

55% of Gen Z adults access streaming TV through someone else鈥檚 subscription, according to a December 2023 DISQO study.

It鈥檚 becoming more expensive for streaming viewers to avoid advertising. Netflix, Disney+, and others have raised subscription prices over the past several months.

WBD, Fox, Disney team up to shake up sports streaming: The companies will launch a Hulu-like streaming venture with access to each network鈥檚 linear sports content.

Over one-third (37.7%) of US consumers鈥� time spent with TV is with streaming services, per Nielsen. Cable is not far behind, with a 30.6% share of consumers鈥� TV time.

Amazon debuts at Upfront Week, showcasing its ad-supported streaming services and more: It鈥檚 a strategic move to expand its digital advertising reach.

Amazon and Disney could team up on ESPN: Thursday Night Football could make Amazon a desirable partner for ESPN鈥檚 uncertain streaming future.

On today's podcast episode, we discuss the different futures AI could usher in, what Amazon鈥檚 store strategy should be, if searching with video will catch on, the impact of instant AI video generators, how many Americans drive an electric car, and more. Tune in to the discussion with host Marcus Johnson, vice president of content Suzy Davidkhanian and analysts Blake Droesch and Carina Perkins.

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.

As streaming prices ascend, focus shifts to ad-supported tiers: All eyes on maximizing ARPU versus user growth.

On today's podcast episode, we discuss how all the different TV terms fit together, to what degree subscription revenues are moving from pay TV to streaming, who's winning the "digital pay TV" race, and how the new sports streaming service from Fox, ESPN, and Warner Bros. Discovery could change everything. "In Other News," we talk about what a new sponsor logo placement from the WWE will look like and how the US ad market is getting on to start the year. Tune in to the discussion with our analyst Ross Benes.

Amazon reshapes NFL viewership on streaming platforms: Nielsen's ratings versus internal data presents challenges in the era of digital broadcasting.

Connected TV (CTV) ads are skyrocketing, leaving advertisers navigating new ad loads on platforms like Netflix and Disney+ while grappling with the challenges of measuring ROI in the streaming domain.

As the retail media industry evolves, marketers are embracing new formats such as open web, social media, and streaming TV to reach customers earlier in their buying journey and increase brand recognition. To accomplish this, we鈥檒l see retailers form collaborative alliances with social media companies, streaming platforms, and publishers.

This year鈥檚 upfronts have been unusual, with the haze of the Writers Guild of America strike and a decisive shift toward streaming. From YouTube鈥檚 mixed messages to Netflix鈥檚 ad-supported tier鈥檚 less-than-impressive beginning, here are five trends pinpointed by our analyst.

On today's episode, we discuss how Spotify beat expectations, why a price hike is inbound, and the audio streaming company's relationship with artificial intelligence (AI). "In Other News," we talk about AI-powered ads for Google and whether Peacock can survive the streaming wars. Tune in to the discussion with our analyst Daniel Konstantinovic.

On today's podcast episode, we discuss why Disney+ is losing users, what a Disney+ password-sharing crackdown would look like, and the impact of ESPN Bet. "In Other News," we talk about what the Alliance of Motion Picture and TV Producers is offering at the latest writers strike negotiations and why The Roku Channel has become a legitimate player in the streaming wars. Tune in to the discussion with our analyst Daniel Konstantinovic.

YouTube is no longer separate from the streaming wars: Almost half of its viewership is on TVs, and advertisers are spending heavily on the platform.

On today's episode, we discuss how brands are reacting to the overall macro-environment and what they are doing to be successful, how you should think about video and audio as another acquisition channel, the importance of incrementality measurement, what the move to ad-supported streaming means for both publishers and advertisers, and more. "In Other News," we talk about how Netflix With Ads is doing after its first month and whether advertising in the sky will become a thing. Tune in to the discussion with our director of briefings Jeremy Goldman and Stefanos Metaxas, chief strategy officer of Bliss Point Media (now part of Tinuiti).

On today's episode, we discuss what to make of the economy's mixed signals, how young people's time spent using social media is changing, the verdict on virtual events' place in our lives, what streaming TV price hikes really mean, how much of a hit Twitter has taken to its bottom line in recent months, a few fascinating recent breakthroughs in science, and more. Tune in to the discussion with our analysts Suzy Davidkhanian, Blake Droesch, and Paul Verna.

In a turn echoing Netflix, Disney+ has its first quarterly subscriber loss: Disney managed to squeeze by thanks to strong parks and movie results, but its streaming venture has hit a bump.

On today's podcast episode, we discuss what a completely Walt Disney Co.-owned Hulu will look like, if the entertainment giant has a Marvel problem, and whether Disney+ can ever rival Netflix for the subscriber crown. "In Other News," we talk about why Roku's revenues and streaming hours are doing particularly well and why Warner Bros. Discovery's ad revenues and subscriber growth are not. Tune in to the discussion with our vice president of content Paul Verna.

From streaming to ad measurement and privacy, 2023 will be a year of transformation. Here are four changes we expect in the new year.