Netflix and peers drive 33% more co-viewing and longer sessions than YouTube, boosting ad impact.

OTT video is reshaping how adults spend their media time. Subscription streaming, free ad-supported channels, and long-form YouTube content on CTV are pulling attention away from traditional TV—and expanding total viewing in the process.

Paramount's richer amended bid for WBD intensifies pressure on Netflix, adding political and planning risk to streaming’s future.

WBD’s sale to Netflix or Paramount carries theatrical stakes; release strategy and streaming economics hang in the balance.

Streaming sports programs soared 52% YoY in Q1 2026, forcing brands to chase growth beyond linear with balanced media planning.

Netflix is reshaping CTV economics as sports, live events, podcasts, and a potential WBD acquisition push its ad tier toward 10% of spend, with $3 billion in sight this year.

Asia-Pacific is the engine driving global digital video consumption, but growth is diverging. Mobile-first markets are scaling fast, while mature markets lean on connected TV (CTV) and subscriptions, forcing brands to rethink reach, engagement, and monetization.

The future of streaming is back in play, as WBD’s reopened talks with Paramount revive consolidation questions.

Live sports boosted cable viewership in January, but streaming’s dominance signals marketers must balance CTV precision with linear scale.

This FAQ addresses the dynamics marketers must navigate as CTV crosses key tipping points against linear TV.

Media habits keep evolving as digital gains ground faster than traditional declines. Video is absorbing more attention, screens are doing more of the work, and the central battle is for a share of limited consumer time.

Premium streamers beat YouTube on attention as Netflix and HBO Max scored an attention rate of 26% vs. YouTube’s 18%, challenging spend priorities.

Roku wins in Q4 with $1.4 billion in revenues and 145.6 billion streaming hours, cementing its CTV scale and ad growth edge.

Streaming video growth is shifting. Price hikes are slowing subscription revenue gains while ad-supported tiers take on a bigger role. Services must balance consumer fatigue with funding content and unlocking new ad revenues.

Paramount upped cash guarantees and fees in its WBD offer, betting richer terms can beat Netflix despite repeated board rejections.

The Milan Cortina Winter Olympic Games will begin on February 6 with an opening ceremony that will also kick off advertisers looking to make the most of the global event.

Marketers could face a new challenge of podcast fragmentation, requiring more complex media planning.

Market power drives Senate scrutiny for good reason; a combined Netflix–HBO Max would concentrate premium CTV buying without expanding total market size.

Latin America’s video market is hitting peak penetration as streaming dominates media time. Mobile-first behaviors, platform concentration, and the popularity of short-form video are reshaping media consumption habits.

On today’s podcast episode, we discuss the three big questions surrounding Netflix right now: What are Netflix’s advertising expectations? What will actually happen with Warner Bros. Discovery? And more. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Ross Benes. Listen everywhere, and watch on YouTube and Spotify.