Digital video is a mainstream habit in the UK, but viewing is fragmented across an expanding range of services. As the lines between TV, streaming, and social video blur, marketers face a more complex battle for audience attention.

Despite a larger portfolio, 2027 revenues may barely budge, leaving marketers to weigh reach against CPMs.

Paid streaming has become a global habit, but the easy growth is over. This report explores which markets will drive the next wave of viewers, and how the major international and local platforms are jostling for audience share.

Netflix is Texas attorney general’s latest target: A lawsuit alleges Netflix makes its service addictive and harvests data. Why have others dodged the bullet?

Netflix hits the gas on advertising: The company secured a slew of NFL games, but its bet on podcast and vertical video ads is less certain.

Disney’s results show consumers are still spending: The company’s high-demand streaming services are keeping viewers on board despite economic shocks.

A TikTok-Cameo integration unlocks new revenue streams, enhancing TikTok’s value in influencer marketing strategies.

Black consumers are reshaping streaming, social, and shopping habits. They overindex on key platforms, embrace ad-supported CTV, and blend digital discovery with in-store buying—pushing brands to balance cultural relevance with performance-driven media.​

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.