On today’s podcast episode, we discuss our “very specific but highly unlikely” predictions for 2026: what Amazon will do with the price of Prime; between OpenAI and Apple, who’s most likely to buy whom; and why a potential WBD acquisition by Netflix might not go through in 2026—if at all. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Nate Elliott, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna. Listen everywhere, and watch on YouTube and Spotify.
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YouTube users streamed over 700 million hours of video podcasts on their TVs in October. That’s nearly double the 400 million hours in October 2024, per Bloomberg. Video podcasts are an increasingly popular medium that streamers like Spotify, and even Netflix, are racing to support. Marketers should capitalize on the flexibility of YouTube’s cross-format reach to test creative placements in video podcast content, repurpose social video assets for CTV consumption, and gain greater insights into conversion and visibility than can be offered by linear TV.
Even as the majority of podcasters (71%) use video, per Sounds Profitable, video podcast ads are falling short of driving purchases compared with audio ads. YouTube’s video podcast ads are 18% to 25% less effective than audio downloads at driving users to purchase, according to an Oxford Road and Podscribe study. Video podcast consumption is growing, and YouTube remains the largest media platform globally, but advertisers looking to target podcast consumers specifically must make audio a core part of their campaign planning.
Amazon is recalibrating its relationship with the agencies and adtech firms that helped build its retail-media dominance. While Amazon insists agencies remain central, many intermediaries say rising data costs and tool duplication echo earlier platform playbooks from Google and Meta—centralize strengths, limit external dependencies, and scale in-house automation. The result is a more controlled, AI-driven ecosystem that may reduce tooling diversity while boosting Amazon’s own ad stack. For marketers, the challenge will be balancing Amazon’s convenience and scale with the flexibility, transparency, and customization offered by independent partners.
56% of weekly podcast listeners say podcast hosts are the type of influencer that matters most to them, nearly triple the share who say the same about social media influencers, according to an October survey from Cumulus Media and Signal Hill Insights.
NBCUniversal (NBCU) debuted AI-powered ad features ahead of the upcoming Consumer Electronics Show in 2026, giving advertisers the opportunity to leverage AI for better results in live TV and video-on-demand properties. Campaigns running on NBCU properties now gain access to the massive benefits of utilizing AI for TV, CTV, and VOD advertising.
The Academy Awards will leave ABC after nearly 50 years and stream exclusively on YouTube beginning in 2029—a decisive acknowledgment that audience attention has migrated to digital TV. The deal gives the Academy expanded year-round programming options, flexible sponsorship formats, and a global distribution footprint that linear networks can no longer match. YouTube, now the No. 1 source of US TV viewing time at 13%, gains a premier cultural event as it continues its push into live programming alongside NFL Sunday Ticket. For marketers, the Oscars’ move underscores how YouTube has become the industry’s default television—and a must-buy for premium reach.
Warner Bros. Discovery (WBD) rejected Paramount’s hostile acquisition bid Wednesday and told its shareholders the offer is “inferior” to Netflix’s bid. WBD’s board said Paramount’s offer carried "significant risks,” adding that it does not see a “material difference” in the risks Paramount will face compared with Netflix in receiving approval in the US and globally. Consolidation will reshape ad market dynamics regardless of WBD’s fate.
The average cost of ad-free streaming has risen from $9 to $16 per month since 2020, a 78% increase in five years, according to an October analysis from The Verge.
Texas Attorney General Ken Paxton filed lawsuits this week against Sony, Samsung, LG, Hisense, and TCL, stating that they secretly record users’ viewing activity through automated content recognition (ACR) software embedded in their connected TVs (CTVs), per Newsweek. If Texas wins, TV makers could face stricter limits on ACR data collection, forcing them to pause or redesign how they track viewing behavior across apps. The cases could establish new disclosure and consent standards for smart devices. For advertisers, it could upend existing data pipelines that rely on opaque tracking and may face state-level scrutiny.
Samsung Ads announced an integration with Amazon Publisher Cloud that connects Samsung’s advertising system with Amazon’s in-depth ad data tools. Ad campaigns can now deliver broader reach and more relevant messaging by pairing Samsung’s Smart TV audience data with Amazon’s streaming, shopping, and browsing insights. As the CTV and Smart TV spaces rapidly expand, advertisers still struggle to reach viewers with the same level of targeting and measurement available on digital platforms. Brands operating within Samsung’s ad ecosystem can now tap into Amazon’s advanced audience insights to more precisely reach consumers who may have previously overlooked their ads.
Instagram is making a connected TV (CTV) play with IG for TV, which lets users watch Reels content on a big screen. It’s testing the app on Amazon Fire TV devices in the US and will expand to more devices and countries soon, per a blog post. Users can watch full portrait videos and view captions, likes, and share stats. Marketers should diversify short-form content for the big screen by crafting videos with clearer framing, readable text, and storytelling that can translate to TV viewing. Track how short-form assets drive awareness and conversion with Meta’s Ad Manager assets.
18 bills aimed at strengthening online protections for minors advanced in the US House on Thursday, including a modified version of the Kids Online Safety Act (KOSA). Adapting strategies and preparing contingency plans for any youth online safety laws is essential for advertisers, especially as other regions like Australia go full steam ahead with regulation targeting minors’ online habits.
After Netflix won the bidding war and Paramount pushed forward with a hostile bid, a new possibility is emerging for the fate of Warner Bros. Discovery (WBD). The Information reports a possible compromise between Netflix and Paramount, where Netflix would acquire WBD’s studio assets and Paramount would be in charge of its HBO Max streaming service and cable networks. Netflix remains the frontrunner without any conclusive regulatory action preventing the acquisition, but Paramount remains the best option for advertisers.
42% of consumers discuss sporting events with friends or family after seeing out-of-home (OOH) ads, according to a September report from The Harris Poll.
On today’s podcast, we will cover a few of the takes from our Top Trends to Watch in 2026 report. Our analysts (or bakers) will compete in a Great British Bake Off style episode discussing if the micro-drama craze will mint a new generation of creators with dual support from social networks and entertainment studios, and why AI’s content takeover will shake consumer trust in the internet. Join Senior Director of Podcasts and host Marcus Johnson, along with Analyst Jacob Bourne and Principal Analyst Max Willens. Listen everywhere, and watch on YouTube and Spotify.
New tools let creators link to brand sites in Shorts ads, driving fast conversions during peak shopping season.