Meta keeps Horizon alive, but marketers are moving on to genAI, CTV, and TikTok formats that deliver scale and ROI

Short-form video rules Gen Z as 85% watch weekly, fueling discovery and sales.

Disney's Oscars ad inventory cleared early at higher rates, proving live TV still commands premium demand.

Our industry KPI data shows CTV QR code scan rates falling from 0.010% to 0.004% in 2025 as ad clutter and fatigue curb second-screen action.

Digital TV dominates ad tiers, yet linear still delivers sports scale and stronger brand lift.

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.​

Total media time is increasing in each of these countries. Digital use is the underlying contributing factor, with digital video being the biggest time drain.

Fire TV's new UI weaves ads across screens, tying CTV reach to retail data and programmatic scale.

US adults will spend slightly more time on social networks this year, but social’s share of digital media time is slipping as streaming video surges.

Share of voice reshuffle favors performance as food and beverage brands retreat from TikTok and YouTube, betting on Meta’s scale and attribution edge.

Commerce powers Netflix ads with an Amazon DSP integration that gives Netflix retail-grade targeting as CTV budgets focus on outcomes.

Brands reallocate budgets to blend TV scale with targeting, but walled gardens risk eroding efficiency.

AI-optimized non-skip ads promise full views, but success hinges on premium creative, not forced frequency.

What began as an audio-only medium now spans video formats, connected TV screens, and creator-driven content that rivals traditional television.

Paramount+ rose 17%, but TV ads fell 10% as cord-cutting eroded linear’s base.

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.

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.

Doctors watch less TV than the average US adult, but favor CTV and on-demand—which are prime time for targeted pharma messaging.

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