Apple TV and NBCUniversal’s Peacock are partnering to offer a streaming bundle for $15 per month starting Monday. The new bundle provides potential for advertisers who have been hesitant to invest in Apple TV and Peacock respectively because of a lack of proven results.

Warner Bros. Discovery (WBD) reportedly rejected a proposed acquisition from Paramount Skydance, claiming that its offer of $20 per share was “too low,” per Bloomberg reporting. WBD’s rejection signals that some legacy media players see more value in restructuring themselves than in merging on the cheap.

Free ad-supported streaming TV (FAST) is becoming an increasingly important part of the connected TV (CTV) landscape as audience interest skyrockets, per a new Wurl study. Brands can view FAST as a core part of the CTV media mix, leveraging early-adopter advantages while continuing to invest in paid subscription services like Netflix that have lower churn rates.

The 77th Primetime Emmy Awards underscored streaming’s dominance in television, with HBO Max, Apple TV+, and Netflix sweeping major categories. Traditional TV was largely absent from the spotlight, with The Late Show among the few exceptions. The ceremony’s cross-platform broadcast—CBS, Paramount+, Showtime, Hulu—reflected shifting consumption habits, as Emmys remain culturally relevant even as streaming platforms cement their awards clout.

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.

The news: As budgets tighten, consumers are altering their streaming habits, per Hub Research’s annual Monetizing Video report. While the average user is unwilling to pay much more than they’re already paying for streaming subscriptions, 42% say they are much more likely to maintain bundled subscriptions compared with individual streaming subscriptions. Our take: Advertisers must pay attention to platforms that offer bundle packages as key areas for investment due to their lower churn. Bundles consolidate audience attention and offer more predictable engagement.

This report compares our 2025 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Some high-engagement platforms are still undermonetized—creating opportunities for advertisers to connect with audiences in less-saturated environments.

Warner Bros. Discovery posted strong Q2 2025 results, with studio revenues rising 55% YoY to $3.8 billion and HBO Max adding 3.4 million subscribers. A major company split is planned for 2026, separating Max and the studio from WBD’s legacy TV networks. Max is gaining momentum in a crowded market, with restrained ad loads and projected 85% growth in US ad revenues by 2027. With $10.76 billion earmarked for original content next year and major IP releases coming, WBD is positioning Max and its studios for standalone success. The split could offer investors a clearer, more compelling growth story.

The news: Warner Bros. Discovery (WBD) plans to split into two separate public companies by 2026, one focused on streaming and studios and the other on global cable networks, the company announced. Its streaming company will include HBO Max and WBD’s movie properties, while the global networks company will include TNT Sports, Discovery, and CNN. Our take: WBD’s move emphasizes that sticking with a one-size-fits-all model is no longer viable given traditional TV declines and the rise of streaming. Managing decline while pursuing growth requires two fundamentally different playbooks.

Fubo debuts biddable pause ads: The move is the first time a CTV platform has offered biddable pause ads, but will require rapid scaling to remain effective.

Ad-supported streaming now drives most new subscriptions: Platforms are embracing ads as a primary monetization strategy, not a fallback.

HBO Max is back after a lengthy branding misstep: The pivot reflects the enduring power of HBO’s cultural and commercial identity.

Exclusive experiences like this are helping Amex to win over millennials and Gen Zers

Our latest forecasts for CTV and digital video viewers in Canada show that audiences are now a match for linear TV and exceed it in some age groups.

WBD and Paramount reportedly discuss merger to enhance streaming services and compete with giants like Netflix: It's a move that could reshape the media industry.

Inflation forces judicious consumers to get more judicious with streamers: Netflix thrives with strategic moves, while others invest heavily in content.

On today's episode, we discuss how to do ads in stores the right way, whether Google will eat the internet, whether the rebrand from HBO Max to Max worked, if the US ad market is starting to see green shoots, how successful the "Barbie" movie has been, and more. Tune in to the discussion with our analysts Ross Benes, Evelyn Mitchell-Wolf, and Max Willens.

This report is a guideline to help marketers understand connected TV through market size estimates, growth projections, and analysis of the complex landscape of ad buyers and sellers.

Netflix’s enhancements to its ad-supported tier has helped it amass 5 million monthly active users worldwide, though its password crackdown could slow momentum. Meanwhile, Max, the combined streaming service of HBO Max and Discovery+, debuted to “early positive feedback,” and Paramount+ hopes partnering with Showtime will prevent it from losing subscribers.