蘑菇AV

The news: Rewards app Fetch and measurement platform Kochava teamed up to offer loyalty rewards to streaming users, per Marketing Brew. Loyalty+ users can earn points from streaming movies or series, watching specific episodes, or downloading streaming apps. Video on demand (SVOD) services can offer incentives based on their chosen KPIs. Our take: Little treats from big streamers can add up and boost loyalty, provided the incentives are worthwhile and requirements aren鈥檛 burdensome. Watching TV for several hours for a fraction of a Starbucks drink, for example, won鈥檛 likely improve platform stickiness.

YouTube is positioning itself as an all-in-one streaming platform, attracting advertisers and reshaping VOD consumption habits.

OTT video鈥攊ncluding YouTube, subscription OTT, AVOD, and free ad-supported streaming TV鈥攊s extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

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.

The news:** Amazon has quietly doubled the ad load on Prime Video, now serving 4 to 6 minutes of ads per hour鈥攗p from 2 to 3.5鈥攑lacing it alongside Hulu and Paramount+ in volume. This aligns with Amazon鈥檚 effort to scale its connected TV inventory and offers buyers greater reach. Our take: The added ad time could shift Prime Video鈥檚 role in media planning, attracting performance-focused advertisers if CPMs soften, or reinforcing a premium stance if PMP rates hold. Weekly user engagement remains high, making the platform a reliable environment for consistent exposure. Amazon is quietly positioning Prime Video as a leading CTV ad player.

Over 260 million people in the US鈥攎ore than 77% of the population鈥攚ill watch over-the-top (OTT) video this year, according to a March 蘑菇AV forecast. Of these, nearly all will be watching YouTube.

Netflix House shows the power of brand marketing: The streamer鈥檚 retail play capitalizes on cheap real estate and consumer demand for experiences.

The news: Amazon鈥檚 Private Auction is quietly reshaping the CTV landscape by introducing more flexible buying on Prime Video. The format allows smaller advertisers and performance marketers to compete for inventory through open bidding, bypassing the need for costly guaranteed placements. As CPMs decline and the demand for agility rises, this move gives brands better control over pricing and access. Our take: While big brands may still favor premium guarantees, Amazon鈥檚 shift reflects broader momentum toward programmatic efficiency. By inviting direct-response buyers into the Prime Video ecosystem, Amazon is not just monetizing scale鈥攊t鈥檚 redefining what CTV access looks like in 2025.

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.

TV networks rely on Netflix for distribution: A deal between Netflix and French broadcaster TF1 is a clear sign of how video power dynamics have shifted.

Netflix and BBC team up for new podcast: While Netflix teases video podcasts on its own platform, work needs to be done to win over audiences.

Disney introduces perks programs for Disney+, Hulu: The programs aim to entice new subscribers and keep existing subscribers around if budgets tighten.

Subscription OTT streaming is one of only a few media categories still seeing meaningful time spent growth in the US. The major platforms are heading in different directions, however.