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On today's podcast episode, we discuss the quick adaptation and rejection of Threads by Instagram users, the complicated costs of bundling streaming services, where TikTok falls on the list of most influential social media apps, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Evelyn Mitchell-Wolf and Max Willens.

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.

This preference also extends to media, with 68% of Black viewers stating it鈥檚 important for TV shows and movies to have diverse creative teams. And 54% prefer to watch shows and movies that feature actors who look like them, according to Deloitte鈥檚 鈥�2024 Digital Media Trends.鈥�. Advertising in or related to sports media is more popular among Black consumers than among the general population.

The platforms must also contend with the reality that people still love short-form, many short video creators will have a learning curve for longer-form, and viewers are starting to max out on social video time. Predictions. Videos will still be closer to the 15-second than the 15-minute mark. Longer-form doesn鈥檛 mean 鈥渓ong.鈥� There also won鈥檛 be a standard TV-like formula for social video.

鈥楽tar Wars鈥� is coming back for another trilogy: Disney is likely to spend heavily, and a pipeline to streaming could bolster Disney+ revenues.

With 82.3% of streaming hours, Twitch leads the industry but faces stiff competition from YouTube鈥檚 talent poaching and new platforms.

And in Hub鈥檚 research, 73% of digital viewers ages 35 and older would choose YouTube over TikTok if they had to pick just one. Video advertisers would do well to target these users. Video advertisers have been slow to shift budget to Reels or Shorts.

The deal will cover all of Paramount鈥檚 linear and streaming operations. The big picture: Paramount and Nielsen鈥檚 clash reportedly centered on the latter鈥檚 鈥渟ubstantial price increases,鈥� per Paramount鈥攕omething Nielsen publicly disputed鈥攚hile shining a spotlight on how Nielsen鈥檚 growing number of competitors may fare.

More than a third of UK TV viewers are concerned about TV costs, with 20% expecting to remove a subscription streaming service and 13% expecting to add a FAST service in the next 12 months, per an August 2023 survey from LG Ad Solutions. Traditional broadcasters are also moving the dial.

These include economic uncertainty, falling ratings, cord-cutting, downward pricing pressures, shifts in viewership from TV to CTV, and migration of ad dollars from traditional to digital media. Despite the drop, the upfronts make up a growing portion of the TV ad market. Roughly 30% of total TV ad spending will happen during the upfronts, a portion that has inched up over the past five years.

Football broadcast and streaming rights are currently split among many providers bound by yearslong deals. But after the next decade of splintered rights ends and they are once again up for grabs, more thorough data and higher viewership numbers could give Amazon a leg up in negotiations鈥攁 leg up that networks were fearful of.

The pandemic also accelerated shifts away from linear TV toward streaming and connected TVs, increasing the need for broader measurement capabilities. The measurement race: But while Nielsen is just now arriving to the big data table, its competitors like iSpot, Comscore, VideoAmp, and others got there first, often basing their viewership measurement on big data.

LVMH鈥檚 F1 partnership is set to be a potent marketing and sales opportunity given the sport鈥檚 newfound popularity and growing viewership. Its decision to let go of Stella McCartney鈥檚 label follows similar housekeeping moves to offload Off-White and a majority stake in its cruise retail business.

As we noted in our pre-election analysis, Fox News had significant prime news viewership increases under the first Trump administration, outpacing CNN and MSNBC, per Pew Research. That suggests conservative media is likely to benefit from the incoming Republican administration.

The range of costs per thousand on major US streaming services is narrowing as new entrants Netflix and Disney+ come down from their initial ad-tier launch highs in late 2022.

Viewers can shop the 250 back-to-school products featured via a YouTube link or Roku鈥檚 text-to-shop feature. Pinterest also played a significant role this back-to-school season.

Before the unique conditions of 2020, UK viewers had reached media saturation. That looks like the reality from 2025 onward. This year, media consumption will still be 9 minutes ahead of where we were pre-pandemic. The huge boost that media time saw during the pandemic is still being felt.

I would like to move Amazon up to number two for this month because, in addition to reporting a really strong Q4 results for last year, they basically dominated the holiday season, but, looking ahead, on January 29th, they launched an ad-supported tier on Prime Video, which essentially defaulted all of its 160 million-plus Prime viewers into an ad-supported tier.

So it would automatically identify objects within a video and then encourage viewers to find similar items on TikTok Shop. So I think that's a really kind of obvious one for the near future. Sara Lebow:. Yeah. I think TikTok is sort of in this battle where they're seeing how much less fun, more annoying they can make the experience on their platform before it actually affects use.

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.

It also faced sexist hate from viewers saying 鈥渏ust get back to the kitchen鈥� and 鈥渂ring back gender pay back.鈥� The company successfully clapped back to those comments in another viral video turning those comments into their own chants. The response was a good example of a brand responding to bad-faith criticism in a way that made them even more viral, and incorporated the trend once more.

The argument: Pay TV viewership is declining. It鈥檚 a reality that has become increasingly pressing for pay TV providers over the last year, especially with sports becoming available on streaming services and TV networks like Disney throwing their weight around in carriage fee deals. To stave off the worst, pay TV providers have to offer major discounts or benefits. 鈥淣o Locals鈥� is DirecTV鈥檚 answer.

And some of them, namely the Roku Channel, Tubi and Pluto TV have between 60 to 70 million viewers according to our forecast team. That's more viewers than ESPN+ and Apple TV+ and nearly as many as Peacock and Paramount+ as well. So they're up there. They're not up there in the top 3 or 4, 5 streaming services, but they're definitely playing around the six seven mark in terms of ranking by viewers.

YouTube鈥檚 play: Automated dubbing helps translate content for viewers who speak different languages. 鈥淚 think we will see the globalization of content be even more omnipresent,鈥� Walpert Levy said. By the numbers: The US will make up nearly 10% of all YouTube viewers, and that share is declining鈥攁ccording to our forecast鈥攁s the platform becomes even more popular globally.