Advertisers are pouring money into channels that don’t match where consumers spend their time. This report reveals the biggest gaps across media, devices, and platforms—and where missed opportunities may lie.

YouTube ad growth slows: Video budgets are spreading across more platforms, making YouTube one part of a broader media strategy.

CTV is becoming the center of video advertising, but bigger budgets bring demands for measurement, pricing, and performance. Here’s where the market is headed and how advertisers can deliver results.​

Media consumption is climbing again after years of slower growth, thanks partly to genAI. New forecasts reveal how AI, streaming video, live sports, and converged TV are reshaping how US adults spend their time—and driving more screen time in the process.

Peacock TV was the only major streaming service to grow its average daily household viewing time, climbing from 2.0 to 3.0 hours between December 2025 and February 2026 to tie Netflix and Hulu, according to a February survey from Comscore.

YouTube courts brands with TV-style creators: Upfront pitch pairs stars and CTV scale as linear TV time slips.

Amazon personalizes Prime Video ads: Dynamic TV Creative tailors repeat spots using shopping data, turning CTV reach into retail action.

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

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.

Ad spending will surge in 2026 as AI-driven gains and a packed events calendar offset mounting economic strain. Social will lead the way as Meta overtakes Google in net revenues and the wider ad industry closes in on the half-trillion-dollar milestone.

Comcast rides sports lift: Super Bowl and Olympics drove 135% ad jump, masking modest core gains and proving live events anchor CTV dollars.

Netflix expands ad playbook: Amazon DSP data, vertical video, and new formats could court CTV advertisers.

Advertisers running on all nine streaming platforms account for 34% of US streaming TV ad spending, according to a March report from MediaRadar.

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

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

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.

Consumers turn to search engines first for answers to health-related questions, even as social, video, and AI tools gain ground. Meanwhile, streaming TV is reshaping healthcare ad reach. Digital drives health-related action—but trust gaps shadow every channel.

ABC yanks The Bachelorette after a resurfaced domestic violence video, torching promo spend and exposing TV buy fragility.

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