LinkedIn is urging B2B marketers to embrace unscripted, authentic video after seeing strong engagement growth on the platform. CMO Jessica Jensen told EMARKETER that “real humans talking like real humans” resonates far more than polished assets, encouraging executives to share candid updates and even humor in their posts. The push reflects broader demand: 52% of US B2B marketers used video in 2024, while Millennials and Gen Z—now 71% of B2B buyers—expect casual, social-style content in professional settings. With B2B video ad spend rising nearly 18% this year, LinkedIn is well positioned to capture that momentum.
Instagram is currently testing a picture-in-picture (PiP) viewing option for Reels that will allow users to watch the short-form service outside of the Instagram app. Instagram is reportedly prompting a small number of users to test the option, which includes a toggle for PiP in Instagram’s playback settings. While it’s a late move for Instagram, PiP Reels will extend the platform’s role beyond active scrolling, letting advertisers reach consumers during passive moments, unlocking a critical advantage in a crowded social landscape.
Peacock is joining Prime Video’s ecosystem, giving viewers access to the service as an add-on with Prime subscriptions, per an Amazon announcement. The ad-free version of Comcast’s streaming platform will cost the same on Prime Video as it would individually. Peacock joins the likes of Paramount+, Apple TV+, and HBO Max in becoming part of Prime’s ecosystem. Peacock’s integration into Prime Video turns a mid-tier streamer struggling with profitability into part of a premium bundle, giving advertisers access to a larger, more engaged audience part of Amazon’s high-value ecosystem.
Google’s AI-powered video creation platform, Vids, has surpassed 1 million monthly active users, fueled by a new free tier and updates that simplify production. Features include motion effects for product photos, AI transcript editing, Google Meet integrations, and expanded social formats. Paid users retain advanced options like multi-style AI avatars. The adoption highlights rising demand for scalable video workflows—46% of professionals already use AI for images or videos, per EMARKETER. With ideation and personalization ranking as top genAI use cases, Vids is positioning itself as a daily creative tool, potentially joining Docs and Slides in Google’s productivity suite.
Historically, search engines and social platforms acted as gateways, linking to other sites for consumers to continue reading, researching, or shopping. Now, those platforms are answering queries directly within their own ecosystems, resulting in a “zero-click search.”
Fubo is launching Fubo Sports, a “skinny” standalone sports streaming bundle with a lower cost than its existing plans and pay TV competitors. The bundle offers access to more than 20 sports-focused channels, including ESPN Unlimited, per Variety. If Fubo leans into being a low-cost, high-intensity sports hub, it can carve out a profitable niche, even if it lags behind in subscriber count and scale. <p>But without more exclusive rights or differentiation, Fubo Sports could risk being seen as a less complete version of other bundles.</p>
The news: Netflix’s heavy use of algorithms to shape recommendations and even greenlight shows is facing criticism for stifling originality. The platform tracks what viewers watch, how long they stay, and when and where they tune in. Algorithms then predict which shows to produce and promote, prioritizing scale and retention over creative risks. Our take: Netflix’s algorithm-first strategy may boost retention in the short term, but it risks long-term brand erosion in an oversaturated market. With viewers favoring platforms that deliver originality and cultural impact, rivals investing in originality and prestige programming have a clear opening to capture Netflix’s fatigued subscribers.
A Precise TV study revealed key habits for younger Gen Z consumers ages 13 to 17—emphasizing that short-form and digital video are leading the way. YouTube Shorts and TikTok ads were major drivers of purchase decisions: 51% of Gen Z boys and 43% of girls made a purchase after watching YouTube Shorts ads, while 44% of boys and 41% of girls purchased after watching a TikTok ad. Gen Z’s digital buying power will only grow, and targeting younger Gen Z consumers will position brands for long-term growth—provided the right strategies are implemented.
The news: Google Vids rolled out AI avatars, a Veo-powered image-to-video tool, and automatic transcript trimming. Google also announced that features like noise cancellation, custom backgrounds, video filters, and appearance options will be generally available next month. Our take: Brands should: Develop AI content guidelines that set up a clear voice, tone, and message structure to keep scripts brand-consistent. Use AI for speed, not substance. Let the technology handle repetitive tasks, but rely on human input for concepting and storytelling to ensure messages retain emotional nuance—something AI may lack. Pilot, then scale. Test AI video tools on low-risk internal content before expanding to public-facing campaigns.
The news: Skylight is a new short-form video app like TikTok, but instead of using algorithms to decide what videos users see, it lets real people create and share their own video feeds, similar to Pinterest’s curation model. Built on Bluesky’s decentralized and open protocol, Skylight has clocked 240,000 downloads and 100,000 video uploads since April, per TechCrunch. Our take: Skylight’s reliance on creator-led feeds gives marketers a glimpse at what post-algorithm engagement could look like. But it remains to be seen if users take to an alternative way of consuming short-form video.
LinkedIn is scaling its BrandLink program with new creator-led shows and partnerships with publishers like BBC Studios, TED, and The Economist. Backed by sponsors including AT&T, IBM, SAP, and ServiceNow, the initiative reflects LinkedIn’s push into B2B video at scale. Since rebranding from the Wire Program in May, BrandLink revenues have grown nearly 200% quarter-over-quarter, while creator and publisher payouts more than tripled YoY. With US B2B video ad spend up nearly 18% this year, LinkedIn is positioning BrandLink as a premium marketplace balancing enterprise polish with creator authenticity at a time when audiences crave human-driven, unscripted content.
The news: YouTube TV may drop Fox News, Fox Sports, and Fox Broadcast Network this week if Google and Fox Corporation don’t agree on renewal terms. A blackout removing seven Fox channels could ding YouTube TV’s engagement—especially during live sports and election season, when Fox’s properties pull massive audiences, per CNBC. Our take: Fox Sports specifically drives real-time viewership. Losing it weakens YouTube TV’s live-programming value proposition. For streaming platforms like YouTube TV, it’s a warning—content gatekeepers are no longer willing to share access without premium payouts. YouTube can negotiate partial or sports-only rights to minimize disruption, but the cost will likely be passed on to subscribers. If Fox goes dark on YouTube TV, advertisers must reallocate spend or risk diminished ad performance.
The news: As the NFL season approaches and digital video becomes a sports destination, fans are looking to new streaming services to stay caught up—and 35% are planning to subscribe to a new service to watch fall and winter sports, per CivicScience data. Our take: Sports will remain a key opportunity for brands to reach engaged and passionate audiences—but as fragmentation worsens, advertisers must prioritize cross-platform strategies that unlock consistent exposure.
The news: Two months after its streaming-only release, Netflix’s “KPop Demon Hunters” is thriving in a limited box office run—emphasizing the company’s evolving strategy as the streaming market becomes increasingly saturated. Our take: Netflix’s current box office success shows its evolution beyond a streaming platform and toward a broader entertainment brand. The company is placing its bet on diversification to drive sustained growth, hinting at a future that integrates a platform-agnostic approach with successful content distributed to wherever viewers are most likely to engage.
Streaming accounts for almost half (45.3%) of total US time spent with ad-supported TV, according to a July report from Nielsen.
The news: Instagram introduced a linked Reels feature enabling creators to showcase short-form videos in a series for simpler storytelling, per an announcement on its Creators account. The feature follows a trend of creators making Reels series focused on specific storylines and themes, and will allow creators to link both new and previous content, excluding content exclusively shared with subscribers or close friends. Our take: Linked Reels unlocks more opportunities to convey messages with high-production value and an episodic narrative, transforming Reels into a media destination that keeps audiences returning instead of only offering one-off impressions.
The news: NFL ads are more effective than anything on linear—but ads during streaming-exclusive games outperformed in the 2024-25 season. Streaming ads were 66% more effective than the cable and broadcast average during the most recent NFL season, per data from EDO. Our take: With streaming platforms capturing engaged audiences for tentpole sports like the NFL, advertisers can leverage CTV not just for reach, but for its superior ability to drive measurable action through precision targeting and interactive formats that linear doesn’t offer.
The news: China reiterated that it will not sell TikTok’s algorithm to the US in accordance with Chinese laws as the September 17 sale deadline looms. The announcement comes almost immediately after the White House launched an official TikTok account in a move Chinese officials stated “contradicts the ‘national security threat’ rhetoric.” Our take: With no definitive answer on TikTok’s future in the US, advertisers are in a difficult spot. Divestment risks losing access to audiences motivated to take action—but investing too heavily risks overreliance on a channel that could face major changes.
The news: Apple is hiking Apple TV+ subscriptions from $9.99 to $12.99 a month in the US and other select markets. The change took effect Thursday for new subscribers and will begin within 30 days of renewal for existing ones. Annual plans and Apple One bundles remain unchanged. Our take: Price hikes may stabilize short-term revenue, but they heighten the churn risk when loyalty is fragile. Apple is betting that prestige shows and an ad-free edge justify a 30% hike, but with churn peaking, this risks price-sensitive viewers simply switching away.
ESPN has launched its long-awaited direct-to-consumer subscription app, consolidating 12 networks and sports rights under one platform. Two tiers—ESPN Select at $11.99/month and ESPN Unlimited at $29.99/month—offer up to 79,000 live events annually, with Unlimited subscribers gaining access to marquee programming like Monday Night Football and NBA games. A Disney+/Hulu bundle is also available for $35.99/month, discounted in year one. Features include multiview, betting tools, live stats, fantasy integrations, and an AI-powered personalized SportsCenter. The move signals an existential reset for ESPN, aiming to convert cable loyalists and younger fans while stabilizing growth in a cord-cutting era.