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Sub OTT users spend far more time per day (2:37) with their chosen services than social network users spend with theirs (1:52). Netflix has a substantial lead among sub OTT platforms, but two newer players are growing time spent the fastest. Netflix dominates in consumer attention however you slice the data.

41% of US advertisers expecting budget cuts due to tariffs plan to cut from social media, while 24% plan cuts to linear TV and gaming, per February 2025 from the Interactive Advertising Bureau (IAB).

Gamers who grew up on PC and console games are seeking sophistication in their mobile hybrid-casual games, AAA titles, and multiplayer mobile games. We dive into the future of gaming.

Makers of movies, TV shows, and immersive video games want to advertise in a way that reflects the product鈥攏amely via video. Traditionally, the industry has spent heavily on TV, but it鈥檚 rapidly making the transition to digital video.

In the first 100 days of his second term, President Trump has reshaped business strategy across retail, tech, healthcare, and media. Here鈥檚 how tariffs, regulation, and market volatility are forcing brands to rethink spend, growth, and planning.

"Media saturation is here," said our analyst Ethan Cramer-Flood in a new episode of "Behind the Numbers," describing a fundamental shift in how Americans consume content. "We have always been able to count on Americans spending an ever-increasing amount of their day with media鈥� We're basically saying that this is now coming to an end."

鈥淯nderstanding how consumers are spending their time and money is paramount to your business being successful,鈥� our analyst Jeremy Goldman said on 鈥淭he Future of Digital 2024鈥� webinar. Here are three shifts in media consumption, purchasing behavior, and mobile usage, and how each is prompting new advertising strategies in streaming, social search, and gaming.

The news: At Cannes Lions 2025, Netflix announced it has added Yahoo鈥檚 DSP to its growing list of programmatic partners, joining Google, The Trade Desk, and Microsoft. The expansion boosts flexibility for advertisers targeting Netflix鈥檚 94 million monthly ad-tier users across 12 countries, with new capabilities for first-party data and interest-based buying. Our take: With its Ads Suite now live globally, Netflix is done crawling鈥攊t鈥檚 competing directly with YouTube and social platforms for CTV budgets. As its per-user ad revenues rebound and its content ecosystem broadens, Netflix is evolving into a full-funnel marketing platform poised to reshape premium video monetization.

Final question, Ross in the lead talking about Disney and gaming. So Disney is investing 1.5 billion into Fortnite creator Epic Games in the company's most significant venture into gaming yet writes our Daniel Constantinovich.

Nearly 3 in 4 Gen Zers are digital gamers in 2025. Gen Zers have the highest penetration rate of digital gaming (73.8%). Nearly 75% of Gen Zers are digital gamers compared with 57.2% of the total population. Digital gaming鈥檚 popularity among Gen Zers marks the adoption of digital gaming as an everyday habit for the majority of the population rather than a niche hobby.

Amid industry layoffs and closures, Blizzard needs Vessel of Hatred to reignite interest in Diablo IV and maintain its strong position in the gaming market.

Why it matters: In a tight spending environment, Chipotle鈥檚 ability to turn a faux holiday into a legitimate sales driver demonstrates the remarkable, lasting power of clever, timely marketing. The brand created a moment that others now feel compelled to play into鈥攑roof that, when done well, hype still sells.

When not watching videos, Gen Alphas are gaming. We estimate 44.9% of children under 12 are digital gamers. Many Gen Alphas are picking up the habit from their parents: 75% of parents are gaming with their children regularly, according to a September 2024 Entertainment Software Rating Board (ESRB) survey. More than half of Gen Alphas play on mobile devices.

Roblox could kick down the door to an in-game advertising boom: The gaming and metaverse platform is deepening ties to the ad industry and hiring for ad tech roles.

Why advertisers need to keep up with consumer changes in streaming, social search, and gaming. Most teens and parents are comfortable with how much time teens spend on smartphones, social media. A slight increase in minutes per day with media, thanks to another boost for digital.

Video streaming services, podcasts, video games, and retail media networks all sell inventory upfront. Click here to view the full forecast for upfront TV ad spending. Digital upfront spending is set to eclipse linear TV. We forecast that more money will be allocated upfront to digital video than to primetime linear TV for the first time this year.

It鈥檚 not just music platforms like Apple Music or YouTube Music with their own versions: Gaming platform Steam, grocery service Instacart, and many other apps across industries also roll out end-of-year personalized campaigns.

The challenge: Three in 4 US consumers (76%) plan to reduce spending if tariffs cause prices to rise, according to a survey by CivicScience. Toys are a discretionary purchase that shoppers can easily put off. That helps explain why Hasbro expects toy industry sales to be 鈥渞elatively flat.鈥�. Looking ahead: While Hasbro鈥檚 Q4 results beat analysts鈥� expectations, its revenues still fell 15% YoY.

YouTube is the dominant platform where they discover new toys, far outpacing traditional TV and gaming platforms, according to a May 2024 Precise TV and Giraffe Insights survey. It鈥檚 also Gen Alpha鈥檚 top platform by time spent, at 84 minutes daily, per Qustodio, a third-party parental control and monitoring platform offered by Qoria. Shopping independently is not commonplace.

We actually estimate that US eSports ad revenues will still grow around 10% each of the next few years. 10% isn't triple digit growth. Your points are well-taken in terms of dampening down some of those expectations that we previously had. And to your point about people being able to watch on-demand gaming content, eSports viewership, we estimate it's about 30 million people in the country.

For the first time, US adults will spend more time per day with digital video than with TV this year, according to our forecast, as the cord-cutting revolution takes hold. Total time spent with digital video and TV will remain just over 6 hours per day, the same amount it鈥檚 been since 2020.