For the Winter Olympics, NBCUniversal paired broadcast scale with streaming, CTV, and creator integrations to drive monetization in a major way.
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Spotify is scaling its programmatic push, with Ad Exchange advertisers jumping 222% as reserved buys and stronger measurement court brand budgets.
Brands are facing political pressure as fewer Americans want neutrality and loyalty rises for companies that pick—and stick to—a political side.
Streaming is 20% of TV viewing vs. 50% in the US, reshaping cross-border ad bets and connected TV engagement assumptions.
67% of top sports podcast shows are for niche sports, where high engagement, loyal fans, and off-season spikes lift ROI.
Walmart’s ad business is entering its scale phase: Growth is moderating, but monetization is broadening across search, display, offsite, and CTV.
Netflix is reshaping CTV economics as sports, live events, podcasts, and a potential WBD acquisition push its ad tier toward 10% of spend, with $3 billion in sight this year.
Comcast and Adara are linking ad exposure directly to confirmed travel bookings; with this move, TV and streaming are moving closer to performance accountability.
New tools support seamless watching and dynamic ad spots, helping Apple rival YouTube and Spotify.
Live sports boosted cable viewership in January, but streaming’s dominance signals marketers must balance CTV precision with linear scale.
The future of streaming is back in play, as WBD’s reopened talks with Paramount revive consolidation questions.
This FAQ addresses the dynamics marketers must navigate as CTV crosses key tipping points against linear TV.
Hollywood shifts from AI talk to takedowns as a viral deepfake spotlights consent, rights, and ad risk.
Podcasts turn attention into action as opt-in listening drives searches, site visits, and a 22% purchase rate.
Premium streamers beat YouTube on attention as Netflix and HBO Max scored an attention rate of 26% vs. YouTube’s 18%, challenging spend priorities.
Gaming’s 42% jump and ChatGPT’s ad push signal a 2026 reset.
Roku wins in Q4 with $1.4 billion in revenues and 145.6 billion streaming hours, cementing its CTV scale and ad growth edge.
HBO, Netflix, and Apple use companion podcasts to fight churn, turning fandom into hours of opt-in engagement.
Paramount upped cash guarantees and fees in its WBD offer, betting richer terms can beat Netflix despite repeated board rejections.