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The viewership shift from traditional formats to digital is lagging in France. Time spent with broadcast TV was 2:25 daily, 15 minutes higher than the regional average. Meanwhile, time spent with online TV/streaming services was 56 minutes, 15 minutes below the average in Western Europe. Public broadcaster France T茅l茅visions and its four national TV networks help boost traditional TV viewership.

As traditional TV continues to decline, Amazon is positioning itself as a long-term home for live sports content. Advertisers gain more flexibility with multi-league sponsorships. With WNBA, NFL, NASCAR, and now the NBA under its belt, Carney says Amazon can now offer brands a year-round ecosystem for sustained sports marketing.

The auto industry joins shift to performance-driven channels: Marketers are pulling away from traditional media like TV as tariff pressures mount.

The new TV looks like YouTube: Forget old-school programming鈥擸ouTube鈥檚 Shorts, podcasts, and second-screen features are reshaping television into an interactive, on-demand experience powered by creators.

Regarding passive research, consumers across generations are seeing and hearing healthcare ads through a litany of media, both traditional and digital. While boomers, in particular, see healthcare ads on traditional sources, Gen Xers see them via a more diverse range of media. Nearly half (44.2%) of boomers most often see healthcare ads on traditional TV, more than any other generation.

Paramount also saw TV media declines, down 13% YoY, while ad revenues declined 21% YoY, driven in part by the Super Bowl airing on Fox. Why it matters: WBD and Paramount are trying to future-proof by shifting attention to high-performing segments like streaming and away from linear.

Unlike traditional TV, CTV enables personalization, and retailers鈥� first-party data unlocks the potential to track the complete path to purchase across devices. Retailers鈥� success will depend on whether they own the CTV platform (e.g., Amazon鈥檚 Prime, Walmart鈥檚 Vizio) or partner with a third party (e.g., Instacart鈥檚 partnership with Roku).

鈥淰iewers come back because they know and like what they鈥檙e getting, like they would on a traditional TV show,鈥� she said. Consistent content could help creators secure more brand integrations or create their own products. 鈥淗aving [more predictable content] is often considered the path to owning IP,鈥� said Enberg.

Celebrity-driven spots featuring Post Malone and Doja Cat ensure appeal to younger audiences, who split their attention between traditional TV and digital platforms like TikTok and YouTube. Super Bowl ads go beyond entertainment鈥攖hey鈥檙e an investment in brand identity and cultural relevance. With this year鈥檚 lineup, brands are set to make a lasting impression well beyond game night.

On today's podcast episode, we discuss why households with no pay-TV (traditional or digital) will be the majority and if livestream shopping in America can become habitual. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Streaming growth, while promising, has yet to offset the dramatic losses in traditional TV revenues. WBD鈥檚 overall revenues were down 10% YoY, due in large part to linear and box office losses. Paramount performed similarly, with TV media down 13% YoY and ad revenues declining 21%, largely driven by losing the Super Bowl to Fox.

Comcast鈥檚 decision to spin off CNBC, MSNBC, USA, and other cable networks reflects the diminishing role of traditional TV. While still profitable, these networks contribute little to Peacock鈥檚 growth and are being repositioned under a separate entity. Live sports will be a key growth driver.

The rise of streaming services devastated the traditional TV bundle of cable and satellite. But as streaming services struggle to obtain profits and face pressure to grow their audiences, they鈥檙e testing out their own array of bundles. Key Question: Which streaming services have the most to gain from bundling?

This is tied to cord-cutting as well as YouTube鈥檚 availability and content diversity compared with traditional TV. Children under 12 spend an average of 1:48 a day with YouTube, according to Giraffe Insights and Precise TV. This is followed by video-on-demand (VOD) (1:46) and broadcast TV (1:35).