Disney is moving toward a long-awaited CEO transition, aiming to name Bob Iger’s successor in early 2026 after years of instability. Top internal contenders Josh D’Amaro and Dana Walden have already presented long-range strategies, with the winner set to shadow Iger until his contract ends. The next chief will inherit rising streaming expectations, a $60 billion global parks expansion, and the challenge of reviving major film franchises while managing the decline of linear TV. EMARKETER data shows Disney+ and Hulu subscription revenues will keep rising through 2027, but with slowing growth—raising the stakes for a leader who can execute creatively and operationally.

Amid an ongoing YouTube TV blackout and linear declines, Disney missed analyst estimates in fiscal year Q4. Despite Disney’s streaming growth, the loss of YouTube TV presents a meaningful risk to advertisers because it fractures access to millions of viewers who relied on YouTube TV to watch Disney-owned networks.

Automation, new commerce models, and a fresh generation of consumers are transforming the rules of connection and creativity. Explore the 11 trends shaping the digital future.

This benchmark covers how ad buyers can calibrate their digital ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

This benchmark covers how ad buyers can calibrate their social media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

This benchmark covers how ad buyers can calibrate their TV and CTV ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

This benchmark covers how ad buyers can calibrate their total media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

Big media acquisitions and streaming integrations will contribute to consolidation in connected TV (CTV) ad spending.

Hulu + Live TV and Fubo have struck a deal that will see the streaming platforms merge into a live TV streaming business after initially announcing an acquisition in January. Brands will benefit from access to growing subscribers and vast sports audiences that increasingly embrace digital, as the platforms combine scale with innovative ad formats.

Apple TV and NBCUniversal’s Peacock are partnering to offer a streaming bundle for $15 per month starting Monday. The new bundle provides potential for advertisers who have been hesitant to invest in Apple TV and Peacock respectively because of a lack of proven results.

Disney is raising streaming prices again; Disney+ ad-free will climb to $18.99 per month, Hulu’s ad tier will rise to $11.99, and bundles will increase by up to $3. The hikes follow similar moves by Apple TV+ and Peacock, as subscription inflation outpaces consumer budgets. Nearly half of US adults have altered streaming subscriptions in the past six months, with two-thirds of cancellations tied to high costs. Disney can point to premium franchises, ESPN, and bundles as value, but modest daily engagement gains make retention a tougher challenge in a saturated market.

The 77th Primetime Emmy Awards underscored streaming’s dominance in television, with HBO Max, Apple TV+, and Netflix sweeping major categories. Traditional TV was largely absent from the spotlight, with The Late Show among the few exceptions. The ceremony’s cross-platform broadcast—CBS, Paramount+, Showtime, Hulu—reflected shifting consumption habits, as Emmys remain culturally relevant even as streaming platforms cement their awards clout.

Consumers in Japan have been slow to embrace digital technology, but they are gradually warming to it. Recent data shows consumers are changing their online shopping and media consumption behavior.

The news: Netflix is proving its power as the dominant subscription streaming platform with several recent ad wins. The streamer announced that it’s sold all of its available commercial time in preparation for its two Christmas day NFL games, also noting sponsorship deals with partners like Google and FanDuel. Our take: With its strong lead in ad revenue growth, position as the most-used subscription video service in the US, consistently low subscriber churn rate, and content strategy tailored to unique markets, Netflix is likely to continue dominating advertiser investment in connected TV.

The news: As budgets tighten, consumers are altering their streaming habits, per Hub Research’s annual Monetizing Video report. While the average user is unwilling to pay much more than they’re already paying for streaming subscriptions, 42% say they are much more likely to maintain bundled subscriptions compared with individual streaming subscriptions. Our take: Advertisers must pay attention to platforms that offer bundle packages as key areas for investment due to their lower churn. Bundles consolidate audience attention and offer more predictable engagement.

This report compares our 2025 US ad spending and time spent with media forecasts. It identifies incongruities between how marketers are spending ad dollars and where consumers are spending their time.

The news: Fox is teaming up with ESPN to bundle their upcoming sports streaming services, per Deadline. The bundle will focus on Fox One and ESPN and marks the first major sports rights package, though programming from Fox’s broadcast network and its local stations will also be available. Our take: An ESPN and Fox bundle will undoubtedly unlock major advertising opportunities for the channels as advertisers turn to sports as a key driver of revenues.

The news: Disney announced that it will merge Disney+ and Hulu in 2026, a move that could save it $3 billion. The news came after a mixed Q3 FY25 that beat expectations thanks to high spending at Disney theme parks and growth in streaming, but saw advertising revenues fall short of analyst estimates. Our take: Disney’s future success depends on whether merging its core streaming offerings boosts advertiser appeal and a successful sports push that can compete on a similar level as rivals with access to tentpole live events like the Super Bowl.

The news: Despite a surge in sports advertising and streaming, Walt Disney Co. failed to surpass last year’s upfront volume, citing a result that was “consistent with last year,” per a press release. Streaming accounted for over 40% of the company’s total upfront volume, on par with 2024, while sports advertising commitments across digital and linear were worth around $4 billion. Our take: As live sports viewers remain consistent and audiences increasingly turn to digital, Disney’s future growth depends on how well it can transform its streaming offerings into hubs for live sports.

The news: Netflix is deepening its investment in unscripted TV as it aims to expand its user base and gain ad-supported subscribers, per The Wall Street Journal. The streamer reportedly spoke with Spotify about partnering on live events, including live concerts and music awards shows. Our take: Netflix’s unscripted push is a strategic move that will solidify it as a destination for high-quality originals and reality programming alike, where ad inventory is ripe, costs are low, and audiences come from all walks of life.