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.

Our analysts (or “bakers”) compete in a Great British Bake Off–style episode, discussing why podcasts will be more important to digital audio marketers than music and how FAST services will help push AVOD viewership across the 200 million milestone. Join Senior Director of Podcasts and host Marcus Johnson, along with Principal Forecasting Writer Ethan Cramer-Flood and Senior Director of Forecasting Oscar Orozco. Listen everywhere, and watch on YouTube and Spotify.

After a 20% jump in streaming subscription prices, when will consumers cut back?

Asia-Pacific ad growth will remain steady in 2026 as momentum shifts to digital, retail media, and CTV. Rising demand for premium video contrasts with uneven expansion across fast-growing and mature markets.

Netflix’s 2026 ad plans revolve around WBD: The mega-merger would give the burgeoning ad business a major boost for years to come.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2026 that businesses should be aware of, as compiled by our forecasting team.

Connected TV is becoming a true bridge between branding and performance, pairing big-screen storytelling with the targeting and measurement rigor of digital. With the right setup, user acquisition teams can bring mobile-style discipline—installs, engagement, and value—to the living room screen.

Video consumption behaviors are shifting across generations, according to a Deloitte study. Over one-third (35%) of overall consumers spend more time watching video on social media than streaming platforms. For cohorts like Gen Z, that figure is even greater: 58% of their time with video is spent on social media. Advertisers must adjust their definition of “TV” to account for different preferences for digital video consumption and adapt budgets accordingly.

Netflix advertising chief Amy Reinhard claimed the streaming service has 190 million monthly active viewers (MAV) worldwide—a new advertising metric the company shared after it stopped reporting subscription numbers earlier this year. Netflix wants to help advertisers more clearly understand an ad’s potential reach and ROI. Low churn, high-value content, and maturing ad offerings means Netflix will be an attractive option for brands for years to come—but the picture is about to get more complicated.

Streaming now grabs nearly 44% of US TV time—mostly ad-supported—and more than half of marketers expect to raise connected TV (CTV) budgets in 2025, new research from Nielsen shows. As dollars flow from linear to streaming, unified cross-channel measurement is becoming the new must-have.

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.

Insights from IAB NewFronts: Streaming and AI innovation are transforming marketing—but in a period of rapid change and economic unrest, adaptation is key.

Peacock reduced losses, gained subscribers in Q1: The successes indicate that the streaming platform could become more enticing for advertisers.

CTV ad spending to grow 16.8% in 2025: While economic uncertainty and an increasingly fragmented ecosystem remain concerns, CTV promises success.

Streaming grew in March, but tariffs could threaten the CTV ecosystem: Despite upward trends, the CTV ad market could become stagnant in the year ahead.

Tariffs are destabilizing Hollywood’s growth: Rising costs and shrinking ad budgets threaten content, licensing, and consumer engagement.

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

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

The digital landscape in Europe is slowing, but opportunities for advertisers, brands, and retailers still exist. Knowing where to look to achieve the best outcomes will be paramount.

Disney will attract major attention at Upfronts: Ad-supported subscribers surpassed 157 million, giving it a leg up over the competition.