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

As the nation readies itself for Super Bowl Sunday, let’s review how this year has gone for the NFL. The league’s ratings for the 2022–2023 season were down 3% from the prior year, and there’s one big reason to blame: Amazon’s Thursday Night Football. Despite the drop, sports leagues will continue to move full steam ahead with exclusive streaming deals while Amazon waits for consumers to catch up.

Despite a tightening ad market, the Super Bowl powers on: Fox has sold out spots for Sunday’s game, with prices stabilizing after last year’s jump.

What’s got the go-ahead? Pushing boundaries, leveraging social media, and engaging with audiences beyond the TV. But be wary: don’t go too far, lose focus on offline opportunities, or forget to connect the dots.

What trends will be talking about this year? Economic pressures will push retailers to look for new revenue streams this year.

Nearly half of the US will watch live sports this year, and nearly a quarter will watch via digital, per our forecast. Live sports streaming isn’t going anywhere, but as the playing field gets more crowded, behaviors among platforms, advertisers, and consumers are shifting.

Hispanic Heritage Month saw many swings and misses: A powerful and growing consumer group continues to be underserved by the marketing community. What could go wrong?

Amazon’s $1 billion-a-year Thursday Night Football bet appears to be paying off, drawing record Prime sign-ups and reinforcing advertisers’ confidence in Amazon’s streaming tech. Once a pillar of pay TV, live sports have become the next big thing in streaming.

Apple replaces Pepsi as the Super Bowl Halftime Show sponsor: As it goes back and forth on a $2.5 billion Sunday Night Football deal, Apple is stepping up to the pop culture plate.

On today's episode, we discuss the significance of Amazon securing the rights to NFL Thursday Night Football, how the broadcast could look different, and what other tech players might secure sports rights in the future. "In Other News," we talk about whether video streaming platforms looking too similar is a problem and what to make of two Snapchat ad execs going to Netflix. Tune in to the discussion with our analysts Andrew Lipsman and Paul Verna.

Sports betting’s ad cooldown won’t be permanent: A year of hefty spending might have DraftKings slowing down, but sports will persist through a recession.

The NFL’s streaming service is full of ifs and buts: Deals with other streamers complicate the league’s attempt to flex its viewership.

Super Bowl LVI was a testing ground for post-pandemic norms: New measurements, brand partners, and languages made this year’s event crucial for advertisers.

On today's episode, we discuss what the next big augmented reality (AR) experience might be, the Trojan horse of self-service retail, whether podcasting has a "hit" problem, the NFL's 2021 regular season ratings, a possible delivery drone milestone, an unpopular opinion about consumer choice, robot referees, and more. Tune in to the discussion with our analysts Oscar Orozco, Peter Vahle, and Blake Droesch.

Nike files to trademark virtual goods as metaverse inches closer to reality: Many companies have already begun experimenting with branded digital items, but some are starting to take it more seriously as buzz around the metaverse intensifies.

More video viewers turn to ad-supported video-on-demand (AVOD) and free streaming options.

On today's episode, we discuss how the travel industry is recovering and how the typical traveler has changed. We then talk about the state of the NFL's ratings, how much alternate telecasts can help, and the promise of sports betting. Tune in to the discussion with eMarketer associate forecasting analyst Zach Goldner and director of forecasting at Insider Intelligence Oscar Orozco.

On today's episode, we discuss how US social media use is changing and why. We then talk about how the social network giants are trying to make their platforms less "anxiety-provoking," why the new NFL-iHeartMedia podcast deal is so significant, and whether the nostalgia marketing trend will dominate 2021. Tune in to the discussion with eMarketer director of forecasting Oscar Orozco and senior forecasting analyst at Insider Intelligence Peter Newman.

The NFL ensures more touchdowns for streamers: A new set of 11-year rights deals will make more football available on streamers, but distribution will remain tied to linear TV for the time being.

eMarketer senior analyst Ross Benes, principal analyst Mark Dolliver, and junior analyst at Insider Intelligence Blake Droesch discuss Disney+'s price increase and content slate, Amazon's foray into healthcare, whether mothers are actually moving over to TikTok, if co-viewing is here to stay, whether Amazon can draw NFL fans with an exclusive stream, how to easily get people to agree with an essay, and more.