Bite-sized news could attract younger audiences while creating fresh ad inventory, including local placements.

AI is gaining influence over what consumers discover and consider long before it commands a meaningful share of the digital economy. But existing advantages in reaching consumers, earning trust, and driving transactions still matter.

US households spent an average of 3.5 hours a day on Netflix in June 2026, up from 3.1 hours in March and ahead of every rival service, according to a June survey from Comscore.

Football is commanding more media budgets as premium ad inventory gets pricier and college sponsorship options expand. Now, brands face a widening trade-off between its unmatched reach and rising ad costs.

Millennials are entering their peak earning years with deep digital fluency, but adulthood is changing their habits. AI is becoming a practical tool, digital fatigue is reshaping social media use, and family life is influencing media and shopping.

Higher streaming bills could fuel churn, making ad tiers, sponsorships, and product placements more valuable.

This benchmark covers how ad buyers can calibrate their TV and CTV ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.​

Where Americans spend their time and where advertisers spend their money have come apart, and social media is the widest gap. Social platforms, particularly Meta, capture a disproportionate share of the nearly $500 billion US advertising market. "Over the last 12 months, we've seen a flurry of [media advertising] activity from outside the retail sector," said our analyst Ethan Cramer-Flood on a recent episode of "Behind the Numbers."

Streaming platforms want to house more rivals: Major services are aggregating subscriptions, broadening advertisers’ access to fragmented audiences.

Paid streaming has become a global habit, but the easy growth is over. This report explores which markets will drive the next wave of viewers, and how the major international and local platforms are jostling for audience share.

Thailand's digital market continues to evolve as ad investment grows, AI adoption accelerates, ecommerce expands, and consumers embrace digital-first shopping and media habits.

In July 2026, we analyzed 3,210 ChatGPT responses across eight media and entertainment categories to compile the EMARKETER AI Visibility Index.

Last November, we identified 11 trends we expected to shape the business landscape in 2026. Our Trends 2026 update reveals where expectations are holding, where surprises have emerged, and what businesses should watch through year-end.

Spending on social remains very strong, thanks largely to automation tools. And with social video continuing to pull in ad dollars, the platforms make a push for live video.

Disney+ and Hulu add iHeartMedia video podcasts: The deal could give marketers premium inventory with audiences primed to act on ads.

The NFL’s fan base is broadening, and advertisers now have a more diverse audience to reach over live digital channels. The upcoming season, which kicks off with its first preseason game August 6, will have more international games than ever as the league continues to grow a global audience. US digital live sports viewership will reach 122.7 million, up 6.1% YoY, according to EMARKETER’s forecast. The NFL’s current media rights agreements include two streaming-exclusive deals (Netflix and Prime Video), and four deals with broadcasters that include linear retransmission on streamers (ESPN, Paramount+, Peacock, and Fox One).

YouTube is becoming TV. As its viewing shifts to TV screens and ad budgets blur across channels, marketers need to rethink where TV ends and digital video begins.

On today's podcast episode, we discuss the biggest gaps between where Americans spend their time and where advertisers spend their money. We explore the disconnect in social media, the imbalance in subscription OTT, and why digital audio continues to be a dark horse. Join Senior Director of Podcasts and host Marcus Johnson, along with Principal Forecasting Writer Ethan Cramer-Flood and Senior Director of Forecasting Oscar Orozco. Listen wherever you get your podcasts, or watch on YouTube, Spotify, or Apple Podcasts.

Social networks still command attention, but time spent growth is slowing. As video reaches its limits and scrutiny intensifies on multiple fronts, platforms are chasing new ways to keep users engaged.