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.

Consumers in Japan have been slow to embrace digital technology, but they are gradually warming to it. Recent data shows consumers are changing their online shopping and media consumption behavior.

The news: Netflix is proving its power as the dominant subscription streaming platform with several recent ad wins. The streamer announced that it’s sold all of its available commercial time in preparation for its two Christmas day NFL games, also noting sponsorship deals with partners like Google and FanDuel. Our take: With its strong lead in ad revenue growth, position as the most-used subscription video service in the US, consistently low subscriber churn rate, and content strategy tailored to unique markets, Netflix is likely to continue dominating advertiser investment in connected TV.

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.

The news: Fox is teaming up with ESPN to bundle their upcoming sports streaming services, per Deadline. The bundle will focus on Fox One and ESPN and marks the first major sports rights package, though programming from Fox’s broadcast network and its local stations will also be available. Our take: An ESPN and Fox bundle will undoubtedly unlock major advertising opportunities for the channels as advertisers turn to sports as a key driver of revenues.

The news: Disney announced that it will merge Disney+ and Hulu in 2026, a move that could save it $3 billion. The news came after a mixed Q3 FY25 that beat expectations thanks to high spending at Disney theme parks and growth in streaming, but saw advertising revenues fall short of analyst estimates. Our take: Disney’s future success depends on whether merging its core streaming offerings boosts advertiser appeal and a successful sports push that can compete on a similar level as rivals with access to tentpole live events like the Super Bowl.

The news: Despite a surge in sports advertising and streaming, Walt Disney Co. failed to surpass last year’s upfront volume, citing a result that was “consistent with last year,” per a press release. Streaming accounted for over 40% of the company’s total upfront volume, on par with 2024, while sports advertising commitments across digital and linear were worth around $4 billion. Our take: As live sports viewers remain consistent and audiences increasingly turn to digital, Disney’s future growth depends on how well it can transform its streaming offerings into hubs for live sports.

The news: Netflix is deepening its investment in unscripted TV as it aims to expand its user base and gain ad-supported subscribers, per The Wall Street Journal. The streamer reportedly spoke with Spotify about partnering on live events, including live concerts and music awards shows. Our take: Netflix’s unscripted push is a strategic move that will solidify it as a destination for high-quality originals and reality programming alike, where ad inventory is ripe, costs are low, and audiences come from all walks of life.

The news: Rewards app Fetch and measurement platform Kochava teamed up to offer loyalty rewards to streaming users, per Marketing Brew. Loyalty+ users can earn points from streaming movies or series, watching specific episodes, or downloading streaming apps. Video on demand (SVOD) services can offer incentives based on their chosen KPIs. Our take: Little treats from big streamers can add up and boost loyalty, provided the incentives are worthwhile and requirements aren’t burdensome. Watching TV for several hours for a fraction of a Starbucks drink, for example, won’t likely improve platform stickiness.

Disney introduces perks programs for Disney+, Hulu: The programs aim to entice new subscribers and keep existing subscribers around if budgets tighten.

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.

OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

Tariffs threaten to reduce US digital ad spending growth this year. This series explains the effects tariffs will have on ad spending in search, social, CTV, and retail media—and which parts of each might fare best and worst.

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

CTV ad spending has seen double-digit growth in recent years, but tariffs and economic uncertainty could lead to a flat 2025.

Advertisers battle economic difficulties as they head into upfront negotiations.

Disney’s streaming bundle is driving subscriber gains and lower churn: But fiscal caution and ad headwinds may limit future momentum.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.