By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

Comcast to distribute Max in the UK in exchange for US bundle rights: The deal shows competitors willing to team up in a saturated market.

CTV inventory has surged, but the linear TV ad market remains much larger.

NBCU will have to pay extra to keep the Macy’s parade: The retailer wants $60 million for a new Thanksgiving Day broadcast contract.

Retailers, streamers embrace shoppable TV ads to shorten the path to purchase: WBD, Amazon, Kroger, and The CW Network are relying on the format to drive product discovery and sales.

Comcast looks to free streaming biz from linear’s decline: The company is separating cable and digital assets in a move that others will mimic.

Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.

Max adds 7.2 million global subscribers in Q3: International expansion and ad revenue gains boost WBD’s position in the streaming race.

The traditional TV bundle will further decay as more live sports embrace streaming.

In a first for the Super Bowl, there will be two Spanish broadcasts: NBCU and Fox are sharing Spanish-language rights as marketers pay more heed to Hispanic consumers.

Charter Spectrum now offers $65 worth of streaming services: While easy access to alternatives could accelerate churn, pay TV has little choice.

Streaming services are offering a multitude of bundles as they try to expand their ad-supported audiences.

In part one of this two-part podcast episode, we discuss some medium-term predictions that are too specific to be 100% certain about but could still come true, including: why the sentiment towards GenAI might turn, what to expect from Google’s new consent workflow now that it is not phasing out third-party cookies from Chrome, and why Tubi might be about to leapfrog Hulu, Disney+, and Peacock. Tune in to the discussion with host Marcus Johnson, and analysts Ross Benes, Evelyn Mitchell-Wolf, and Max Willens.

The number of companies generating more than $1 billion in annual US CTV ad sales more than doubled from two in 2020 to five in 2024. With ad dollars spreading out among services, a few streaming platforms stand out because of their heavy usage.

Peacock soars but has catching up to do: Olympics gave the streamer its best month ever in August, but viewership was still dwarfed by Netflix and YouTube.

Advertisers and tech vendors look to capitalize on CTV’s growing importance in digital advertising.

This is the first installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Paris Olympics drives record viewership: NBCU sees 82% increase, highlighting value for advertisers in live sports events.

DoorDash is the latest delivery platform to turn to streaming to boost membership sign-ups: The company will offer DashPass subscribers free access to Max’s ad-supported tier in a bid to boost sign-ups and grow sales.

This report compares our 2024 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.