YouTube has more users than Facebook, Netflix, or Spotify. But its advertising revenues do not match its vast reach. This report contextualizes the opportunities and scope for growth in various media spheres.

Why CPMs are falling at Upfronts: Increased inventory and viewership is causing streamers to soften prices during the buying season.

YouTube nears top spot in media revenue: The video giant is expected to overtake Disney (excluding parks), leading the global media industry.

Podcasts represent a small, but growing, revenue stream for creators. Brands want in on creator-led podcasts, especially as video becomes a more crucial component of podcasting. But both sides face challenges over concerns related to scale, brand safety, and ad loads.

Original content still drives growth: “Adolescence” proves Netflix can win with high-quality dramas that spark cultural conversation and dominate viewer engagement.

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

Netflix wants to turn your TV into a game console: By ditching AAA ambitions and betting on casual, connected TV games controlled by phones, Netflix is playing the long game to capture Gen Z gamers.

YouTube tops TV rankings: Nielsen’s February data shows YouTube capturing 11.6% of TV viewing, overtaking Disney and redefining the streaming landscape.

While Apple TV+ lost money, Services revenue hit $96.2 billion in 2024—showing Apple’s broader ecosystem is carrying the weight of its content ambitions.

Streaming TV keeps growing, but so does the challenge of reaching viewers. With audiences constantly switching between platforms, old TV advertising methods fall short. A more precise, audience-first approach—borrowed from search and social marketing—is helping advertisers keep up.

AI’s role in Hollywood expands: The Russo brothers' new studio will explore AI-assisted filmmaking AI skepticism persists in the industry.

Netflix sells out WWE Raw sponsorships: Ad inventory is booked for months, proving brands see value in wrestling.

On today’s podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Subscription OTT streaming is one of only a few media categories still seeing meaningful time spent growth in the US. The major platforms are heading in different directions, however.

The new Premium Lite tier ditches extras like offline downloads but could lure budget-conscious users—challenging traditional streamers and YouTube’s own Premium model.

Connected TV (CTV) is now an integral part of retail media. Media networks can offer rich third-party data, while CTV platforms have advanced targeting capabilities and an engaged audience. But just how big is the opportunity?

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

Netflix sets record with 8.6% of TV viewing as sports fuel broadcast growth: While streaming dominated at 42.6% market share, NFL and college football content helped push broadcast TV up 5% in January.

The new TV looks like YouTube: Forget old-school programming—YouTube’s Shorts, podcasts, and second-screen features are reshaping television into an interactive, on-demand experience powered by creators.