Twitch’s deal with the National Music Publishers’ Association must be the first of many: The platform will need to ink deals that actually let streamers use copyrighted music in order to fend off competitors and support its growing music community.

Media and entertainment companies are increasing their digital ad spend at a greater rate than other verticals as revenues surge in the music and film industries and digital video and gaming platforms try to outcompete one another.

But opportunities for partnerships go beyond the music industry. On Thursday, TIME announced a partnership with Fortnite to create an interactive museum exhibit about the accomplishments of Dr. Martin Luther King Jr., and Puma teased a collaboration with Nintendo’s Animal Crossing: New Horizons.

Display ad spending in the US will rise by 5.5% this year, despite the pandemic. This report outlines our complete estimates of digital display ad spending, including breakouts by format, transaction method, industry, major ad sellers and more.

Sounds, launched in late 2020, lets users to add music to their Snaps either before or after posting. It initially only offered music from Warner and Sony artists. Marketer Takeaway: Music is becoming an increasingly important part of the social landscape, thanks in large part to TikTok.

Learn how the leading music store plans to foster community and support across its channels to offer more than just instruments and meet market demands. See Industry Voices: Holiday Preparedness with Guitar Center’s Jeannine D’Addario, senior vice president and chief marketing and communications officer, and discover her approach to acquiring new customer cohorts.

Outdoor Industry Association. Pew Research Center. Roblox. RoosterMoney. SellCell. Smarty Pants. The Genius of Play. The Harris Poll. The NPD Group. YouGov.

The music industry presents an interesting use case for attaching commerce to video because artists attract engaged, often niche fan bases, and video is central to the experience. The same audiences for live shows in the pre-pandemic world are now congregating online for virtual shows. They still like to buy artists’ merchandise, and they’re interested in the brands artists wear and consume.

YouTube Premium isn’t exclusively used for audio listening, but we included it in this forecast because most users who pay for YouTube use it to listen to music or podcasts at least once per month. Our YouTube Premium metric combines YouTube Premium and YouTube Music.