Video consumption behaviors are shifting across generations, according to a Deloitte study. Over one-third (35%) of overall consumers spend more time watching video on social media than streaming platforms. For cohorts like Gen Z, that figure is even greater: 58% of their time with video is spent on social media. Advertisers must adjust their definition of “TV” to account for different preferences for digital video consumption and adapt budgets accordingly.
YouTube is venturing into late night TV with “Outside Tonight,” a weekly live show set in New York City. It also announced plans for other exclusive content Thursday. The format presents a unique opportunity for advertisers to capitalize on typically linear programming that has staying power. If viewers miss the live show, they can tune in later. Just 22% of B2C marketers use livestreaming as part of their content mix, per HubSpot, leaving a wide opening on a proven channel for advertisers to jump into the medium.
In today’s episode, we explore whether MrBeast’s pivot from giving away money to managing it marks a natural evolution or a red flag and if we looking at the rise of a financial services super-app that competes with banks—or a NerdWallet-style affiliate play that sells Gen Z customers to other financial service providers? Join the discussion with host and Head of Business Development Rob Rubin, and Principal Analysts Tiffani Montez and Max Willens.
Jack Dorsey is reviving nostalgic short-form video culture with diVine, a Vine reboot designed for authenticity at a time when AI-generated creator content is surging. The new app launched with over 100,000 restored Vine videos. Vine gives diVine an emotional head start—but survival will hinge on converting that sentiment into fresh creative momentum. Brands that lean into authenticity will find diVine a clean slate—one where trust and creativity drive engagement. Still, it must overcome one hurdle: persuading audiences to make room for one more app in an already-saturated attention economy.
Netflix advertising chief Amy Reinhard claimed the streaming service has 190 million monthly active viewers (MAV) worldwide—a new advertising metric the company shared after it stopped reporting subscription numbers earlier this year. Netflix wants to help advertisers more clearly understand an ad’s potential reach and ROI. Low churn, high-value content, and maturing ad offerings means Netflix will be an attractive option for brands for years to come—but the picture is about to get more complicated.
Paramount Skydance’s first full quarter under CEO David Ellison wasn’t flashy—but it was confident. Revenues were roughly in line, shares jumped over 10%, and management struck a new tone: Paramount is (re)building. Ellison and president Jeff Shell raised synergy targets to $3 billion, boosted film and TV output, and reaffirmed streaming growth through UFC integration on Paramount+. Ellison teased “buy versus build” ambitions amid merger chatter with Warner Bros. Discovery, signaling offense over defense. The message landed: Paramount’s next act is about agility and intent—a media giant betting it can grow faster by cutting smarter.
The news: YouTube’s global reach is rewriting entertainment power dynamics. Creator-led channels now rival and surpass traditional studios, signaling a shift from centralized production to audience-driven storytelling. That dominance extends beyond mobile screens and into the living room. What this means for brands: Half of the top 10 YouTube channels cater to kids and families, offering reliable spaces for brand-safe storytelling and high retention, provided that compliance with child privacy rules is prioritized. Brands that treat creators as strategic media partners—not just influencers—will command trust, deeper engagement, and measurable ROI.
CNN is adding a short-form video feature to its app’s homepage in a bid to attract younger audiences and boost engagement amid declining linear TV viewership. The “Shorts” tab, which previously existed outside the homepage, includes clips from CNN stories in a vertical video format similar to Instagram Reels or TikTok, per The Verge. CMOs should explore how news-aligned short-form content can enhance credibility and trust in brand storytelling and monitor how legacy media brands experiment with short-form video to inform their own content strategies.
The Trade Desk posted another strong quarter, with revenue up 18% to $739 million and EBITDA margins above 40%, but CEO Jeff Green’s focus remains philosophical. On the Q3 call, Green said the company’s “AI-first” Kokai platform and new tools—Open Ads, Deal Desk, Audience Unlimited, and Trading Modes—position TTD as the infrastructure layer of an open, transparent internet. CTV now accounts for half of total revenue, with Disney and Hearst partnerships lifting publisher yields by 23%. Yet Green acknowledged the open web’s challenges, calling the vision “more aspirational than factual” as walled gardens tighten control.
Media effectiveness platform DoubleVerify rolled out streaming TV products on Thursday designed to improve transparency and advertising quality in connected TV (CTV). DV’s new tools offer hope to marketers who are relying on CTV more amid shifting viewing habits but who struggle with placement and measurement.
Netflix and iHeartMedia are discussing a deal that would allow the popular streaming platform to license iHeartMedia’s video podcasts, shortly after Netflix inked a similar deal with Spotify, per Bloomberg. An expanded video podcast portfolio will unlock new opportunities for marketers if Netflix chooses to sell ad space on podcast content.
NBCUniversal’s Peacock reduced losses to $217 million in Q3 compared with $436 million in 2024, but struggled to boost revenues and attract new subscribers—raising questions about the platform’s advertising value. Peacock shows potential for the future as it works to build its portfolio and partnerships beyond live sports—but stagnant subscriber growth for two quarters means brands should remain cautious.
Netflix is reportedly exploring an acquisition of Warner Bros. Discovery (WBD)’s studio and streaming operations—its boldest move yet to consolidate the streaming market. The deal would include HBO, Warner Bros. Pictures, and HBO Max but exclude cable properties. For Netflix, the acquisition would supercharge its ad-supported tier with premium, long-tail content, expanding both viewership and inventory. The potential combination of HBO’s prestige programming and Netflix’s data-driven ad platform could redefine connected TV advertising, pressuring rivals like Disney+ and Peacock. If successful, the merger would mark streaming’s biggest consolidation since Amazon’s MGM purchase—and a new era for premium video.
The Trump administration claimed Thursday that China has greenlit a US TikTok transfer agreement, just over a month after President Trump signed an executive order to keep the short-form video leader operational in the US. China’s commerce ministry simultaneously announced that it will collaborate with the US to solve “issues related to TikTok,” but similarly did not elaborate. Tentative talks around TikTok’s future offer short-term stability for advertisers but don’t resolve issues TikTok will face in the long-term.
Netflix is testing vertical short-form video content on mobile devices to diversify its platform offerings. The streamer’s goal isn’t to compete with TikTok since it won’t feature user-generated content (UGC). Instead, videos will include clips from Netflix’s longer-form content, such as live events or stand-up comedy sets. Netflix’s move into shorts could create new ad inventory or brand placement opportunities, pairing the brand safety of curated clips with the engagement of short video. Marketers should keep an eye on how Netflix’s short-form ecosystem evolves.
Paramount+ is entering a new stage—less about rapid subscriber growth and more about profitability. We forecast US monthly viewers will rise to 103.5 million by 2029, but subscription revenue growth will decelerate to 6.4% by 2026. Advertising, however, is on the upswing, with revenues expected to hit $611.5 million by 2027 as hybrid tiers gain traction. Yet the departure of Taylor Sheridan, the creative force behind Yellowstone and Tulsa King, leaves a gap in Paramount’s prestige pipeline.
68% of US ad spending by microdrama apps went to social networks from January to September 2025, according to US ad spend reports from ReelShort, DramaBox, GoodShort, NetShort, and ShortMax, compiled by Sensor Tower.
The connected TV (CTV) landscape is evolving rapidly from an exclusive channel to a democratized medium that drives action for brands of all sizes. In a conversation with EMARKETER, Mike Laband, group SVP of revenue at Magnite, shared his insights on democratization, how Magnite is investing in innovation, and where CTV ad formats are headed. Marketers who ride the wave of CTV innovation will be best positioned to succeed as the medium becomes heavily saturated with ads.
Taboola and Paramount Advertising announced a partnership Wednesday, launching a “Performance Multiplier” tool that enables small- and mid-sized businesses (SMBs) to extend connected TV (CTV) ad opportunities to the open web. Small-budget brands can now use CTV the way big advertisers do, reaching new audiences through streaming ads that spark awareness at the top of the funnel and drive measurable bottom-funnel results online.
Netflix reported a strong Q3 on Tuesday, increasing revenues 17.2% YoY, in line with the forecast issued in Q2. The company stated that it is on track to double its ad revenues in 2025, claiming Q3 was its strongest quarter yet for ad sales—proving that momentum is largely being driven by Netflix’s maturing ad offerings. Marketers can capitalize on audience appetite for ad-supported tiers, but should focus their investment in platforms with proven results as less dominant connected TV (CTV) providers are likely to struggle in Q3 and beyond.