The news: YouTube is facing user backlash after rolling out its AI-powered age-verification system in the US. Many users are furious, per TechRadar, citing concerns about “mass surveillance and data control.” The age-verification AI estimates a user’s age based on viewing patterns, search history, and account age. If it flags a user as under 18, YouTube automatically applies teen safety restrictions like disabling personalized ads, limiting content availability, and turning on digital well-being tools. Our take: Disabling personalized advertising for flagged accounts will disrupt retargeting models and reduce audience reach. Marketers focused on Gen Zers on YouTube should prepare for reduced targeting precision and to shift toward context-driven campaigns or diversify across other platforms.
On today’s podcast episode, we discuss how YouTube is ahead in the video streaming wars, if Netflix’s next wave of content can keep audiences’ 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: Amazon’s Prime Video overtook Netflix in Brazil’s 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’ ascent presents new advertising opportunities in the country, while Netflix’s decline suggests potential audience fragmentation Our take: Brazil’s 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: Xfinity unveiled its StreamStore on Wednesday, raising the stakes in the connected TV (CTV) arms race by aggregating 450 apps and 200,000 titles with integrated billing. The one-stop interface turns Xfinity into a centralized gateway—less a cable provider, more a streaming superstore, per Variety. Our take: CTV consolidation will streamline ad strategies, surfacing opportunities to tap bundles like StreamSaver for targeted sponsorships, co-branded campaigns, and contextual placements. It will also engage viewers across multiple services while reducing subscription fatigue. Advertisers will likely scramble to secure premium placements and test integrated campaigns within StreamStore’s bundled ecosystem before competition intensifies.
The news: TikTok launched a beta suite of Songwriter Features, designed to credit and showcase the creators behind hit songs. Songwriters can now tag their profiles, curate music in a dedicated tab, and share the stories behind their work within TikTok’s music discovery ecosystem.
The trend: Gen Z is opting out of both traditional pay TV and ad-supported streaming tiers, signaling deeper changes in viewing behavior. Just 42% of Gen Z subscribers use ad-supported SVOD, while less than half of all US households now maintain a pay TV subscription. Our take: Streaming’s future depends on reaching the next generation, but current models—especially ad-supported tiers—aren’t meeting Gen Z where they are. With only 1.3 hours of streaming and 0.8 hours of traditional TV per day, Gen Z prefers social video, gaming, and music. To stay relevant, platforms must prioritize native formats, interactivity, and creator integration over legacy ad models.
The news: Connected TV (CTV) commands higher attention metrics (AU) than online video (OLV) and display advertising thanks in part to its wide variety of interactive ad formats, per industry KPI data provided by Adelaide. Our take: CTV's growing attention metrics reflects its shift toward becoming a performance marketing channel
96.3% of Gen Zers are digital video viewers, compared to 80.5% of the overall US population, per our May 2025 forecast.
The news: Advertisers are prioritizing interactive video ads to capture users and boost engagement as social media and YouTube consume ad spend. 52% of advertisers expect to use interactive features in at least 26% of their ads this year, per Digiday and PadSquad’s 2025 State of the Industry survey. Only 7% neither use and nor plan to use interactive video features in their ads. Our take: In a saturated media market, getting and keeping consumers’ attention is a difficult endeavor. Integrating gamified features and personalized media elements can help ensure that marketing campaigns are seen and not just scrolled past.
Over 260 million people in the US—more than 77% of the population—will watch over-the-top (OTT) video this year, according to a March EMARKETER forecast. Of these, nearly all will be watching YouTube.
Two-thirds of US retail media buyers expect to spend more on video advertising over the next 12 months, according to March 2025 data from Koddi. Nearly as many (63%) will up their investments in social media.
Short-form “microdrama” content is surging in China. As the format gains popularity, streaming platforms are exploring new ways to monetize and export the phenomenon to overseas markets.
Most consumers divide their time across gaming, music, podcasts, and social, but streaming remains on top—even as mobile becomes the default for short- and long-form video.
On today’s podcast episode, we discuss how much the merger with xAI can move the needle for X, if the social platform can recoup the kinds of ad dollars it was making before Elon Musk bought them, and where X users have migrated to (if anywhere). Join Senior Director of Podcasts and host Marcus Johnson, and Analysts Marisa Jones and Emmy Liederman. Listen everywhere and watch on YouTube and Spotify.
YouTube’s 2.50 billion monthly active users worldwide outnumber those on all other digital platforms, according to our 2024 forecasts and Spotify data.
CTV ads reach less than 20% of households: The findings indicate that advertisers need a more strategic approach to capitalize on CTV’s massive potential.
Podcast ad revenues surpassed $2 billion in 2024: As revenues maintain consistent growth, advertisers must tap in to meet audiences where they’re at.
YouTube’s Shorts push favors quick hits over deep engagement, leaving influencers to balance reach with revenue in an uncertain ad economy.
Reward-based video ads are increasingly effective at reaching younger consumers, particularly those who play games.
YouTube Shorts views get redefined: Starting March 31, every play counts as a view—but only “engaged views” will determine monetization and deeper insight.