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

Advertisers battle economic difficulties as they head into upfront negotiations.

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

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

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.​

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.

Netflix’s AI search test takes aim at content fatigue: By letting users search more intuitively, Netflix hopes to edge out rivals and helps viewers navigate its library.

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

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

While Apple TV+ lost money, Services revenue hit $96.2 billion in 2024—showing Apple’s broader ecosystem is carrying the weight of its content ambitions.

New pre-home- screen video ads are sparking backlash as Roku’s monetization push clashes with users’ expectations for a paid device experience.

Perplexity’s new ad makes Google a target: The company’s biggest ad yet, led by “Squid Game” star Lee Jung-jae, could continue the push toward a more divided AI market.

On today’s podcast episode, we discuss the next waves to hit the streaming world: which platform will emerge as the streaming hub, how will “content tiers” change viewer behavior and subscriptions, and can streaming maintain sizeable enough audiences for awards shows and Presidential debates? Tune in to the conversation with Director of Podcasts and host Marcus Johnson, our Senior Editor Daniel Konstantinovic, and Vice President Paul Verna. Listen everywhere and watch on YouTube and Spotify.

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.

Oscars viewership falls 7% but improves across younger demographics: The ratings decline doesn’t necessarily mean that live events are a lost cause.

Hulu’s technical breakdown at the Oscars sparks backlash: Subscribers missed key moments as the stream crashed early, exposing the platform’s struggles with high-profile live events.

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.