45% of March Madness viewers skip the regular season, yet 9.4 million watched tournament games in 2025—unlocking reach on TV and streaming.

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

Gen Alpha’s digital world is built around YouTube, gaming, and creator-led content. This report examines how early immersion, platform controls, and shifting norms are reshaping engagement as the cohort approaches adolescence.

YouTube moves away from third-party measurement for co-viewing: The platform’s decision to use its own data for trading purposes has advertisers worried.

Despite a surge in ads, connected TV (CTV) faces the same challenge as traditional TV: getting consumers’ attention. Our analyst Paul Verna shares why co-viewing won’t hurt CTV’s targeting abilities and how too much repetition may make ads ineffective.

On today's episode, we discuss how people's attitudes towards cable changed during the pandemic, where cable is thriving, and how folks think about price. We then talk about how to count co-viewing, how much of a splash the new Paramount+/Showtime bundle can make, and how sports fans have changed. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Paul Verna.

eMarketer junior forecasting analyst Zach Goldner and senior forecasting analyst at Insider Intelligence Oscar Orozco discuss how US media use will change in 2021: Are fewer Americans watching TV, which digital devices are being used more, and how much time is spent with TikTok and Disney+? They then talk about how much people are willing to pay for TV streaming, virtually co-viewing digital content, and whether video games have replaced music as the most important aspect of youth culture.