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The news: Amazon is counting on its addition of NBA games for the 2025-2026 season to broaden its live sports presence and enhance brand marketing opportunities, as noted by Danielle Carney, head of US video and live sports sales.

Advertisers and tech vendors look to capitalize on CTV鈥檚 growing importance in digital advertising.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Hulu, YouTube, and Amazon lead the CTV ad market, with each company expected to earn more than $3 billion in US ad revenues this year. Over the next four years, social network ad spending will grow at a pace comparable to search. TikTok ad revenues will see explosive growth.

The price of its Mississippi data centers jumped 60% as infrastructure expenses rise for AI and cloud computing鈥攃osts that may trickle down to businesses and consumers.

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 company plans to expand its first-party ad tech platform to the US in 2025. With only 6% penetration of the estimated $650 billion global entertainment market in its operating regions, Netflix still has substantial room for growth, particularly in Asia and Europe.

Follow us on Instagram. Episode Transcript:. Max:. Publishers have been able to say with a straight face that they do deliver immense value to their audiences, but it's been really hard to kind of tell that story in a consistently convincing way to advertisers. Marcus:. Hey, gang. It's Friday, January 10th. Max. Geoff and listeners, welcome to Behind the Numbers, an eMarketer podcast. I'm Marcus.

Between 2021 and 2024, US linear TV ad spending had a negative 3.5% CAGR. During that period, upfront TV had a negative 2.7% CAGR. Politics will place pressure on the TV advertising market. A record $6.90 billion will be spent on US TV political advertising this year. Political advertisers typically don鈥檛 buy upfront and focus on local and regional ad placements.

Ad-supported streaming grows: 66% of US viewers prefer affordability as Netflix and Amazon refine ad strategies with lighter loads and live content.

Peacock unveils live advertising features at CES: A busy calendar in 2026 has the company fleshing out its ad capabilities.

Amazon challenges TV giants: Prime Monday upfront slot showcases NBA rights, aiming for $750 million in ad revenues from streaming sports