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.

“Lilo & Stitch,” “Mission Impossible” shatter Memorial Day weekend records: The box office hits prove that theaters still have a place amid the shift to streaming.

As one of the hottest areas of digital advertising, CTV ad spending’s streak of annual double-digit increases could end thanks to tariffs.

Ad-supported streaming now drives most new subscriptions: Platforms are embracing ads as a primary monetization strategy, not a fallback.

CTV ad spending has seen double-digit growth in recent years, but tariffs and economic uncertainty could lead to a flat 2025.

Disney’s streaming bundle is driving subscriber gains and lower churn: But fiscal caution and ad headwinds may limit future momentum.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Disney’s ad-supported automated inventory goes global: The move unlocks new opportunities for advertisers to capitalize on Disney’s massive reach.

Streaming TV keeps growing, but so does the challenge of reaching viewers. With audiences constantly switching between platforms, old TV advertising methods fall short. A more precise, audience-first approach—borrowed from search and social marketing—is helping advertisers keep up.

Disney’s “content everywhere” strategy, broken down: The company is working to maintain advertising dominance by capitalizing on live events.

On today’s podcast episode, we discuss why Netflix viewers are spending less time on the platform, how the free ad-supported streaming players are getting on, and how a less discussed social platform has fast become one of the places Americans spend most of their social media time. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Director of Forecasting, Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

Subscription OTT streaming is one of only a few media categories still seeing meaningful time spent growth in the US. The major platforms are heading in different directions, however.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

Disney-WBD streaming bundle sees strong retention: 80% of subscribers stay after three months, outperforming Netflix in that regard.

Marvel falters while Neon surges: The weekend box office numbers might come down to marketing.

Disney’s password-sharing changes didn’t boost subscriptions—yet: The company saw a slight dip in Disney+ subs as it faced a tough holiday period.

This year, streaming services will finally earn more than traditional TV in subscription revenues.

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

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.