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.

Gen Z’s digital world no longer fits into neat categories. Entertainment, commerce, and AI now overlap, while trust is harder to earn. Shifting discovery, media habits, and decision-making are reshaping consumer engagement.

On today’s podcast episode, we discuss the three biggest questions surrounding Netflix right now: Will the shift from a few long weekly viewing sessions to multiple short daily ones undermine Netflix’s ability to attract audiences for regularly scheduled programming? Should Netflix consider a free tier? Has Netflix been left out in the cold when it comes to bundled services? And more. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Ross Benes and Daniel Konstantinovic, Senior Editor of our Marketing and Advertising Briefing. Listen wherever you get your podcasts, or watch on YouTube, Apple Podcasts, and Spotify.

Advertisers are pouring money into channels that don’t match where consumers spend their time. This report reveals the biggest gaps across media, devices, and platforms—and where missed opportunities may lie.

YouTube has evolved into a sprawling advertising ecosystem that spans premium video, social, commerce, and AI. Its scale creates new opportunities, but marketers must navigate growing complexity to unlock better business outcomes.

YouTube ad growth slows: Video budgets are spreading across more platforms, making YouTube one part of a broader media strategy.

Netflix revenues mask engagement strain: Q2 sales rose 13%, but slow viewing gains raise doubts about keeping audiences—and advertisers—engaged.

CTV is becoming the center of video advertising, but bigger budgets bring demands for measurement, pricing, and performance. Here’s where the market is headed and how advertisers can deliver results.​

Netflix seeks new viewing habits: Live channels and bundles aim to lift viewing time as originals lose staying power and engagement cools.

Netflix adds more short-form video offerings: New publisher deals could fill in content gaps and help it compete for daily attention beyond binge viewing.

TikTok’s influence across Western Europe keeps expanding, but its biggest opportunities vary by market. This report explores where user growth, advertising, and social commerce are accelerating.

Time spent on Netflix is crawling: Show viewership plummets during second seasons, and other video offerings aren’t driving attention.

TikTok turns microdramas into ad inventory: Growth Max lets brands build or sponsor episodic content as viewers watch ads to unlock more episodes.

Media consumption is climbing again after years of slower growth, thanks partly to genAI. New forecasts reveal how AI, streaming video, live sports, and converged TV are reshaping how US adults spend their time—and driving more screen time in the process.

Agentic ad buying has made strides through the first half of this year to fulfill its promise of saving marketers time and money when planning campaigns. Though the technology still has plenty to prove, large agencies and publishers are forging shared standards to make those workflows reliable, meeting advertiser demand without sacrificing trust.

Peacock TV was the only major streaming service to grow its average daily household viewing time, climbing from 2.0 to 3.0 hours between December 2025 and February 2026 to tie Netflix and Hulu, according to a February survey from Comscore.

Omnicom, Netflix announce partnership at Cannes Lions: Acxiom data fuels sharper Netflix targeting, but creative—not data alone—will decide whether ads connect.