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With most of the US already watching, growth in overall OTT viewership has slowed to a crawl. But some platforms, formats, and service tiers are still booming, and digital pay TV is complicating the linear TV narrative.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

The holiday box office competes with the couch: Audiences are returning to theaters, but Netflix is offering blockbuster content.

US adults will spend 7 more minutes per day with media in 2024 than they did in 2023, confounding expectations of a post-pandemic reduction in screen and audio time.

To reach the overwhelmingly young, diverse, and growing population of Hispanic consumers in the US, advertisers must understand their media preferences.

As Latin America鈥檚 digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time鈥攁nd money鈥攊f they wish to maintain a competitive edge in today鈥檚 rapidly evolving business environment.

The ecommerce giant鈥檚 launch of ads on Prime Video instantly gave it the largest audience for an ad-supported subscription video service in the US.

Annual US sports rights will reach $29.54 billion this year, and by 2027, yearly rights are expected to cost $34.72 billion, according to S&P Global Market Intelligence. Streaming platforms such as Amazon and Netflix are now key players, aggressively bidding on these rights to attract subscribers, even at a loss. This trend has led to major shake-ups in the broadcasting landscape.

What鈥檚 on Netflix.

Social media is an integral part of the digital lives of US consumers under age 18. What they see and how they behave on social also has real-world impact, which has resulted in increasing scrutiny from consumers and lawmakers.

Netflix has also joined the trend. Its 鈥淢oments鈥� feature allows users to share platform-approved clips rather than unauthorized screen captures, showing how streaming services are adapting to modern viewing habits.

Netflix has also joined the trend. Its 鈥淢oments鈥� feature allows users to share platform-approved clips rather than unauthorized screen captures, showing how streaming services are adapting to modern viewing habits.

In 2024, YouTube鈥檚 US CTV audience surpassed Amazon Prime Video鈥檚 total US audience, per our forecast. In 2025, 68.8% of YouTube鈥檚 248.6 million monthly viewers will watch on CTVs, which means its CTV audience will be just 19.0 million smaller than Netflix鈥檚 total audience across devices. That will put it in direct competition with more premium streaming services for CTV ad dollars.

Streaming ad loads haven鈥檛 changed much lately. To a viewer accustomed to watching Netflix without ads, 9 minutes of ads per hour may seem like a lot. But that鈥檚 still much lower than linear TV, which has about 15 minutes of ads per hour.

Success during the NFL broadcasts could help Netflix recover from this setback, but another failure would likely severely limit its sports ambitions. The difference between streaming on-demand content and live sports has become painfully clear for Netflix.

The youngest US generation is already online and outnumbering its teen counterpart on digital video and gaming platforms.