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On today's episode, we discuss whether Amazon can keep expenses down while also keeping customers happy, where the company will place its bets on grocery, and how its advertising arm has performed of late. "In Other News," we talk about why most retailers site searches aren't working and how many streaming viewers will watch ads to save a few bucks. Tune in to the discussion with our director of Briefings Jeremy Goldman and analyst Zak Stambor.

So far this year, there鈥檚 been Google versus Microsoft and TikTok versus 鈥� well, everyone. But another battle is emerging as Amazon and Apple go head to head for ad dollars, streaming viewers, and the health vertical.

Looking at paid and linear: As free TV experiences growth鈥攁verage daily time spent with FAST for US adults is expected to reach 19 minutes per day, growing 10% YoY, in 2025鈥攑aid streaming services and linear could bear the brunt of the shift. Streaming services continue gaining viewers worldwide, but the cost of streaming is increasing.

But streaming viewership reports generally indicate consensus around the most used streaming services. Hulu is an exception. In 2024, Comscore estimated that time spent with Hulu was about 50% higher than with Prime Video, while TVision estimated Hulu鈥檚 time spent was double Prime Video鈥檚.

Creating offerings that help convert these consumers into video viewers鈥攕uch as deepening its partnerships with popular podcast influencers and promoting video podcasts鈥攃ould prove valuable in convincing advertisers that Spotify is the best place to reach listeners.

Digital sports viewership surpasses TV: Fragmentation challenges consumers, while younger audiences drive demand for highlights and streaming innovation.

Amazon鈥檚 Red One sets streaming records: 50 million viewers and $175 million in box office receipts validate the studio's hybrid theatrical-to-streaming strategy.

On today鈥檚 podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Each year, viewers spend more time with streaming services and less time with linear TV. This contributes to a drop in total inventory because streaming ad loads are lighter than linear TV, and many streaming viewers use ad-free plans.

Our take: As podcast viewership thrives, advertisers must recognize the massive potential the affordable medium presents to reach key audiences. Partnering with podcast influencers who listeners view as highly trustworthy will offer unique opportunities to convert audiences into customers.

Shorter ad breaks, seamless delivery, and relevant ads are key to keeping viewers engaged with ad-supported streaming. These factors enhance satisfaction and drive better results for brands, according to the latest research from FreeWheel's Viewer Experience Lab.

Why it鈥檚 worth watching: Viewers are becoming more savvy about CTV鈥檚 role in considering product options and informing purchasing decisions. 36% of CTV viewers get gift ideas from TV and streaming ads, rivaling social media (38%).

YouTube strives to make ads less disruptive: The platform is changing its approach to mid-roll ads to appease viewers, creators, and brands alike.

The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription. Our take: Streaming鈥檚 future depends on reaching the next generation, but current models鈥攅specially ad-supported tiers鈥攁ren鈥檛 meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.

Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.

However, owning a streaming service doesn鈥檛 mean a deal is impossible: TF1 has its own free, direct-to-consumer offering with 35 million viewers, but the canyon between its use and Netflix鈥檚 is a clear indication of where viewers are.

The news: The 2025 NBA Finals drew just 10.2 million viewers on average, among the weakest results in two decades鈥攜et Game 7 peaked at 19.3 million, the highest since 2019. Traditional ratings miss the full picture, though: social views on NBA Finals content soared 215% year over year to 5 billion. Our take: Gen Z sports fans are watching differently鈥攙ia highlights, short clips, and mobile-first formats on YouTube, Instagram, and TikTok. TV still matters, but leagues like the NBA must master new distribution models. With streaming growth and a massive $76B media deal in place, the future is already digital.

Viewer habits support the change. YouGov data shows Prime Video usage remains strong across age groups:. 47% of users stream at least 2鈥�3 times per week;. 15% watch daily;. 89% stream weekly or more. While Netflix leads in daily use (21%), Prime Video matches or beats Disney+ in regular engagement, giving Amazon scale and frequency to support greater ad density without immediate drop-off.

Prime Video offers show-level ad reporting: The move positions it as a testing ground for streaming鈥檚 evolution, where transparency matters as much as viewer data.