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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: Apple is hiking Apple TV+ subscriptions from $9.99 to $12.99 a month in the US and other select markets. The change took effect Thursday for new subscribers and will begin within 30 days of renewal for existing ones. Annual plans and Apple One bundles remain unchanged. Our take: Price hikes may stabilize short-term revenue, but they heighten the churn risk when loyalty is fragile. Apple is betting that prestige shows and an ad-free edge justify a 30% hike, but with churn peaking, this risks price-sensitive viewers simply switching away.

Streaming captured 47.3% of US TV viewing in July, a record share that underscores the medium鈥檚 dominance as linear declines. YouTube rose to 13.4% of TV use, its highest level yet, while Netflix surged 5% month-over-month to 8.8%, leading the top 10 streaming titles. The Roku Channel and Peacock also hit records, fueled by strong franchises and creator-driven content. Meanwhile, cable slid to 22.2% and broadcast fell to a new low of 18.4%. With YouTube and Netflix now equaling cable鈥檚 share, streaming has become the default destination for mass viewing鈥攅ven as subscription fatigue looms.

The news: Netflix will open its first Netflix House location at King of Prussia Mall outside Philadelphia on November 12, with a second location at Galleria Dallas beginning business on December 12, per Variety. A third location is set to open next year in Las Vegas. Our take: The large entertainment-and-retail hubs will serve as experiential billboards for Netflix鈥檚 IP. By melding marketing with monetization, Netflix House should help the streamer keep its hits relevant and boost awareness of emerging titles, while also converting fandom into foot traffic and sales. If visitors find the spaces engaging, they should draw attention to Netflix IP at a time when streamers face intense competition for viewers, while also generating revenues from fans eager to step inside the worlds they watch on screen. That could create a virtuous loop as deeper engagement often drives greater loyalty to both the titles and to Netflix itself.

Warner Bros. Discovery posted strong Q2 2025 results, with studio revenues rising 55% YoY to $3.8 billion and HBO Max adding 3.4 million subscribers. A major company split is planned for 2026, separating Max and the studio from WBD鈥檚 legacy TV networks. Max is gaining momentum in a crowded market, with restrained ad loads and projected 85% growth in US ad revenues by 2027. With $10.76 billion earmarked for original content next year and major IP releases coming, WBD is positioning Max and its studios for standalone success. The split could offer investors a clearer, more compelling growth story.

The news: Amazon鈥檚 Prime Video overtook Netflix in Brazil鈥檚 streaming market in Q2 2025, leading with 22% of user interest and edging out Netflix at 21%, according to JustWatch, per Meio & Mensagem. Prime Videos鈥� ascent presents new advertising opportunities in the country, while Netflix鈥檚 decline suggests potential audience fragmentation Our take: Brazil鈥檚 streaming war is shifting from subscriptions to hybrid models, and Prime Video wins on bundled utility. Netflix can catch up by scaling its ad tier and investing in local hits. The next battleground? Premium reach at a lower cost in a market where cultural relevance drives loyalty.

The news: YouTube鈥檚 lead in connected TV (CTV) advertising faces a real threat as Amazon Prime Video gains momentum. But that standing might be short-lived鈥擜mazon鈥檚 Prime Video is on track to surpass YouTube as the top CTV advertising platform by 2027, per Morgan Stanley as cited by Business Insider. Our take: Marketers should expect CTV ad dollars to shift toward Amazon鈥檚 ecosystem by 2027. Early investment in Amazon鈥檚 premium, shoppable ads can secure top inventory and sharpen targeting as streaming evolves.

The news: Netflix is dialing up its global ad game, with its latest UK hire signaling what鈥檚 to come next for the streaming giant. The company hired Ed Couchman, who previously served as the head of advertising sales for Spotify鈥檚 UK and Northern Europe business, to spearhead UK ad sales, per Business Insider. Couchman has served in ad sales roles at Meta, Snap, and Channel 4 in the past. Our take: Hiring Couchman is a critical step in shifting Netflix鈥檚 ad focus from the US market to reach foreign advertisers who haven鈥檛 taken advantage of its broad reach.

LiveRamp kicked off its fiscal year with strong double-digit revenue growth and a 30% YoY earnings increase, driven by momentum across clean rooms, commerce media, and AI-driven infrastructure. CEO Scott Howe spotlighted Cross Media Insights鈥� early traction, growing adoption in non-retail verticals, and LiveRamp鈥檚 strategic shift to usage-based pricing to reach more SMBs. Netflix integrations continue scaling, despite technical complexity, while ROI remains a top sales focus鈥攈ighlighted by new case studies and a Forrester-backed 300% return benchmark. With 75% of growth still coming from existing clients, LiveRamp is pushing hard to scale new business in a post-cookie, AI-fueled future.

On today鈥檚 podcast episode, we discuss how YouTube is ahead in the video streaming wars, if Netflix鈥檚 next wave of content can keep audiences鈥� attention, and how much these new Netflix House locations might move the needle. Join our conversation with Senior Director of Podcasts and host, Marcus Johnson, Analyst, Marisa Jones, and Vice President of Content, Paul Verna. Listen everywhere you find podcasts and watch on YouTube and Spotify.

The news: TikTok renewed its Lionel Messi-focused live broadcast deal with Major League Soccer (MLS) after a successful 2024 livestream, per a blog post. TikTok will partner with Apple TV to broadcast four select matches in the current MLS season, with a dedicated camera angle focused on Messi during each match. Our take: TikTok and Apple TV鈥檚 newest move is another bid to capitalize on a well-known athlete in a profitable genre, where advertising opportunities are plentiful and success is essentially guaranteed. Sports are one of the most reliable ad environments, offering scale, loyalty, and global reach.

The news: Netflix and Fox are closing Upfronts on a high note, with ad success driven by live sports and original programming. Netflix anticipates that it will 鈥渞oughly double鈥� its ad revenues in 2025 from 2024 after a strong second quarter. Our take: Netflix鈥檚 and Fox鈥檚 success underscores that high-quality, tentpole programming still commands advertiser trust even as broader ad growth slows. Live sports remains a critical touchpoint for advertisers, delivering consistent audience growth and high engagement and attention. Channels that invest in sports鈥攚hether streaming or linear鈥攚ill attract interest.

Netflix's Q2 2025 earnings results came in at $11.1 billion in total revenues. The company鈥檚 shift away from reporting net subscriber growth now places investor focus squarely on margins, ad performance, and global monetization. While churn remains low and its brand strong, Netflix faces growing competition from YouTube and TikTok for user screen time. With hit content, live sports, and gaming on deck, the streaming giant鈥檚 next act will test its ability to monetize an already massive user base while retaining cultural dominance. For Netflix, growth now means doing more with what it already has.

The news: The battle for streaming dominance is heating up between Netflix and YouTube, as both look to assert themselves in an increasingly crowded field. The platforms accounted for 20% of all TV viewing time in May, per Nielsen data. Our take: YouTube鈥檚 appeal as a (mostly) free platform means it鈥檒l likely continue its dominance鈥攂ut all hope isn鈥檛 lost for Netflix, which continues to lead in paid streaming offerings. YouTube鈥檚 ad-supported free model reinforces its lead against Netflix鈥攂ut Netflix can compete better if it can justify its premium price with exclusive content and an improved user experience.

The news: Netflix is deepening its investment in unscripted TV as it aims to expand its user base and gain ad-supported subscribers, per The Wall Street Journal. The streamer reportedly spoke with Spotify about partnering on live events, including live concerts and music awards shows. Our take: Netflix鈥檚 unscripted push is a strategic move that will solidify it as a destination for high-quality originals and reality programming alike, where ad inventory is ripe, costs are low, and audiences come from all walks of life.