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YouTube dominates US streaming viewership and is expected to cross 250 million viewers next year, per our forecast. The platform commands 67% more US viewing time than Netflix.

Netflix added 5.1 million subscribers last quarter, reaching 282.7 million globally, while Peacock gained 3 million, boosted by the Olympics. Max鈥檚 steady growth keeps it competitive against established players like Netflix and Disney+. Shows like 鈥淭he Penguin鈥� have contributed to Max鈥檚 rising viewership, reportedly rivaling popular titles like 鈥淭he Last of 鲍蝉鈥� and 鈥淗ouse of the Dragon.鈥�.

鈥淪tranger Things鈥� finale marks the end of an era for Netflix: As its flagship series sunsets, the streamer could focus more on reality shows.

Ad-supported streaming is on the rise as viewers opt for cost-friendly options from platforms like Netflix and Disney+. With audience fragmentation increasing, advertisers must adopt smart, performance-driven strategies to stay effective in the evolving connected TV landscape.

Netflix Moments boosts social sharing: New feature allows users to save and share scenes, expanding Netflix鈥檚 organic reach.

On today鈥檚 podcast episode, we examine Netflix from all angles. While subscriptions were up in Q3 of this year, they were down compared to the previous Q3. Find out everything you need about the streamer鈥檚 quarterly report by listening to the discussion with Senior Director of Podcasts and host Marcus Johnson and Analyst Daniel Konstantinovic.

Fenty Beauty makes a play for gamers: The brand partnered with Netflix's 鈥淎rcane鈥� animated series that鈥檚 based on the 鈥淟eague of Legends鈥� video game to roll out a gamer-inspired collection.

Netflix cuts its expensive AAA gaming division, indicating anxieties about long-term, high-cost games projects. Focusing on smaller IP-based projects could better align with its business model.

Netflix reports 15% revenue growth: Its ad-supported tier and live sports drove success despite slowing subscriber gains.

New forecasts for US Amazon CTV ad revenues and ad-supported viewers for select streaming services.

US Digital Habits by Generation 2024 (Subscription required). The Influencer Marketing鈥� Opportunity(Subscription required).

With major new players coming to the CTV ad market (Netflix, Disney+, and Amazon in a span of about 18 months), spending will grow by around 20% in 2023 and 2024, and by low double digits through 2027. Big tipping points have already happened, and more will follow. This year marks the first time non-pay TV viewers will exceed traditional pay TV viewers in the US.

In 2023, an estimated one-quarter of US premium subscription video-on-demand (SVOD) customers are on ad-supported plans, according to Antenna. That percentage could easily rise to one-third within a year.

Offline features are also available on video streaming platforms such as Netflix, Max, and Hulu, but content generally needs to be downloaded manually prior to losing internet connection. These tools are especially useful when traveling by airplane or if a user suddenly loses internet connection.

CEOs鈥� politics impact their brands: Hastings鈥� endorsement triggers Netflix boycott, drawing parallels with Musk's controversies impacting Tesla and X.

We forecast that 80% of US Prime Video viewers watch the service with ads, driving significant revenue growth for Amazon and helping it secure nearly $2 billion in advertising commitments. But Day鈥檚 statements offer a rare glimpse at how Amazon is viewing the effort internally.

Why it matters: Apple鈥檚 decision to scale back on theatrical releases comes as major tech companies鈥擜mazon and Netflix included鈥攔eevaluate their movie strategies. Amazon's film division is struggling to meet its goal of 25 films a year, while Netflix faces challenges in maintaining quality with its high movie output.

The password-sharing changes at Disney and other streaming services are taking a cue from Netflix, which started its own effort in May 2023 and has seen significant financial benefits as a result.

It鈥檚 not completely clear how many Netflix viewers receive ads. In July, The Information reported that Netflix signed up 1.5 million US subscribers to its ad tier. In August, Adweek reported Netflix鈥檚 ad tier had over 10 million global users. Adweek鈥檚 figure was much larger because it was global and based on users, not subscribers.

The number of companies that generate more than $1 billion in annual US CTV ad sales grew from two in 2020 to five in 2024