Media & Entertainment


The way we watch TV is changing rapidly. In fact, more than half of all US homes with broadband subscribe to both a pay TV service and at least one streaming video service. dataxu shares key definitions, guidelines and best practices for marketers who want to reach highly engaged streaming audiences.

Which “reality” are marketers opting for—virtual reality or augmented reality? As the two technologies evolve, adoption patterns differ. VR remains largely rooted in the gaming industry, whereas AR is becoming mainstream thanks to a host of technological advances and big-tech backing that makes it accessible on smartphones.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, some of the topics we’re talking about include Walmart's entry to New York City and a new way to buy concert tickets.

Rion Swartz, senior director of marketing and brand management at LegalZoom, talks about the evolution of podcasting and how to best capitalize on listeners.

By 2022, more than 204 million people in the US will watch connected TV at least once a month. But the advertising market is still figuring out how to best use these platforms.

A record number of US consumers will have pulled the plug on pay TV by the end of 2018. In order to slow the viewer exodus, traditional TV providers are teaming up with an unlikely partner: Netflix.

Pandora remains the most popular streaming music service in the US, according to eMarketer's new forecast, but Spotify's continued growth will change the balance of the market in coming years.

Even as traditional pay TV providers form partnerships with former over-the-top rivals to retain customers, cord-cutting continues to outpace projections. According to eMarketer’s latest figures, the number of US adult cord-cutters will climb 32.8% this year to 33.0 million. That’s higher than the 22.0% growth rate projected in July 2017.

Facebook recently began testing augmented reality ads in its News Feed. In the latest episode of eMarketer's "Behind the Numbers," analysts Debra Aho Williamson and Victoria Petrock discuss the emergence of AR as a marketing tool, and what could be coming next.

Marketers say that users’ fragmented media consumption is disrupting their TV advertising approach.

Podcasting is one of the fastest-growing advertising media, with the IAB and PwC projecting the US market will more than double ad spending from 2017 to 2020 to $659 million.

In the latest episode of "Behind the Numbers," we chat about how many US connected TV users there are, what that viewership looks like and some of the hurdles the space needs to overcome before it can thrive.

Scott Rosenberg, Roku’s senior vice president and general manager of platform, spoke about how the digital video company approaches programmatic ad selling.

Most companies are not using mixed reality in any way, according to a recent study, but that doesn’t mean they don't think it's important.

Connected TV households now make up nearly three-quarters of all US households, but those penetration levels don’t necessarily add up to a huge advertising market—yet.

Programmatic audio is growing, but it is hampered by a lack of scale, disagreement over ad specs and reluctance from ad buying platforms to build audio-specific features.

Nearly 765 million people across the globe will use a subscription over-the-top video service at least once per month this year, according to our latest forecast. This total will represent 10.2% of the global population and 32.1% of digital video viewers.

What they’re watching is changing, though, with long-form becoming increasingly important—something that marketers have noted with interest.