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EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
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Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
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Media & Entertainment

Disney’s future is built on AI: The company has a task force looking for ways to implement the tech across its vast entertainment empire.

While advertising areas like connected TV and retail media boast strong potential, other channels, like social media and linear TV, are losing some steam. That’s why it’s important to explore other ad channels. For example, digital out-of-home advertising has made technological and creative leaps in the past few years, while the women’s sports ad opportunity is expanding. Here are some areas within digital advertising where you may be missing out on unlocking potential.

Most viewers can tolerate ads, actually: Only 16%–17% of viewers can't tolerate them, per Hub Entertainment research, suggesting room for further AVOD growth.

“Barbie” is the top-searched term on Amazon. Shopify has seen a 56% increase in doll sales. And despite a fall in Q2 Barbie doll sales, Mattel believes there will be significant growth for the property in the coming months and years. All of this has Greta Gerwig’s movie to thank.

Microsoft’s Azure is under fire for lax security and unpatched vulnerabilities. Rising criticism stresses the need for improved security or face business loss and trust erosion.

Amazon's ad policy shift: It will claim a larger share of advertising impressions from Fire TV's streaming services, which could strain developer relations.

On today's episode, we discuss whether Netflix's password-sharing crackdown is actually working out, why the company got rid of its basic ad-free plan, and whether sticking to sports-adjacent programming is the right move. "In Other News," we talk about whether The Walt Disney Co. might be bailing on TV too soon. Tune in to the discussion with our analyst Daniel Konstantinovic.

YouTube has a head start in CTV ad spending: Viewers and media companies are pivoting to digital, but spending shows YouTube is well in the lead.

Meta's strong earnings boost stock by 6%, owing to efficient cost-cutting measures, rebounding online ads, increased Reels engagement, and successful AI integrations.

Roku Q2 revenues up: Budget-conscious consumers are flocking to its ad-supported streaming platform.

Over one-third (37.7%) of US consumers’ time spent with TV is with streaming services, per Nielsen. Cable is not far behind, with a 30.6% share of consumers’ TV time.

US connected TV (CTV) ad spend will grow 63% between this year and 2027, for a total of $40.90 billion, according to our forecast.

On today's episode, we discuss the who, what, and when of marketing and the current state of identity. "In Other News," we talk about why Peacock's price increase matters and what the writers—and now actors—strikes mean for viewers. Tune in to the discussion with our analyst Paul Verna and Tim Finnigan, director of product marketing at Verisk Marketing Solutions.

Netflix hits 238 million members in Q2 after account-sharing purge: The streaming service saw revenues rise 2.7% despite a quarter of ups and downs.

NBCUniversal and Roku experiment with shoppable ads to reach viewers in their homes, while Netflix courts customers in the real world. Here’s how each company is leaning into commerce to diversify revenue streams.

Bloomberg’s ad strategy has lessons for struggling publishers: The news outlet pivoted from third-party programmatic ads in January and has seen its CPMs jump 20%.

After paid search and paid social, CTV has exploded onto the performance marketing scene. Here are three ways to maximize your ROI and find success with CTV advertising.

On today's episode, we discuss a milestone for digital video, why TV lovers still love their TVs, and the relationship between digital audio and social networking. "In Other News," we talk about how many US shoppers use their phones to pay for things at the register and how many generative AI users there are in the US. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood.

On today's episode, we discuss the impact Threads will have on Twitter usage, how much of a revenue boost this could be for Meta, and what advertisers should be thinking about with the arrival of this new app. "In Other News," we talk about Snap's efforts to tempt creators and whether it's possible to actually prove that social media is bad for teens. Tune in to the discussion with our analysts Jasmine Enberg and Debra Aho Williamson.

All the metrics we track for connected TV (CTV) are climbing, including time spent, ad dollars, and users. All this is happening as linear viewership declines, and for the first time, non-pay TV viewers have surpassed pay TV this year, according to our forecast. Here’s what advertisers need to know to keep up with this shifting landscape.