Sports fuels streaming catalogs: SVOD sports titles jumped 77.5%, giving marketers premium digital arenas.

Roku’s ad engine hums: Q1 ad revenues jumped 27% as 38.7 billion streaming hours and premium CTV formats helped pull marketers from linear TV.

New YouTube Stations blend influencer pull with always-on streams, adding premium CTV inventory for brands.

Digital video has taken over the living room the same way it once took over mobile screens. As ad-supported tiers surge and free services gain ground, pay TV is losing relevance—even as digital pay TV trends upward.

US streaming TV advertising is seeing a significant influx of new advertisers and increased budgets. While Hulu maintains its ad revenue lead, a growing number of brands are diversifying their spend across multiple platforms to reach viewers.

New shoppable placements, unified logins, and strong results tie streaming ads to measurable sales impact.

Samsung's Amazon Ads integration and AI targeting bring shoppable, full-funnel capabilities to Samsung TV Plus.

A new TikTok and Tubi partnership moves TikTok talent to FAST, giving brands new IP plays in ad-supported CTV.

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

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.

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.

Streaming sports programs soared 52% YoY in Q1 2026, forcing brands to chase growth beyond linear with balanced media planning.

Media habits keep evolving as digital gains ground faster than traditional declines. Video is absorbing more attention, screens are doing more of the work, and the central battle is for a share of limited consumer time.

Roku wins in Q4 with $1.4 billion in revenues and 145.6 billion streaming hours, cementing its CTV scale and ad growth edge.

Streaming takes nearly half of TV viewing in a new record, driven by sports and major cultural hits, proving live events still dominate TV.

NFL viewership favors broadcast as traditional TV draws the biggest audiences, but streaming’s ad effectiveness is unmatched.

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.

As streaming services capture an increasing share of both viewership and subscription revenues, this FAQ will help marketers understand the terminology and dynamics shaping video advertising in 2026.

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.