Netflix is reshaping CTV economics as sports, live events, podcasts, and a potential WBD acquisition push its ad tier toward 10% of spend, with $3 billion in sight this year.

Asia-Pacific is the engine driving global digital video consumption, but growth is diverging. Mobile-first markets are scaling fast, while mature markets lean on connected TV (CTV) and subscriptions, forcing brands to rethink reach, engagement, and monetization.

The future of streaming is back in play, as WBD’s reopened talks with Paramount revive consolidation questions.

Live sports boosted cable viewership in January, but streaming’s dominance signals marketers must balance CTV precision with linear scale.

This FAQ addresses the dynamics marketers must navigate as CTV crosses key tipping points against linear TV.

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.

Premium streamers beat YouTube on attention as Netflix and HBO Max scored an attention rate of 26% vs. YouTube’s 18%, challenging spend priorities.

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 video growth is shifting. Price hikes are slowing subscription revenue gains while ad-supported tiers take on a bigger role. Services must balance consumer fatigue with funding content and unlocking new ad revenues.

Paramount upped cash guarantees and fees in its WBD offer, betting richer terms can beat Netflix despite repeated board rejections.

The Milan Cortina Winter Olympic Games will begin on February 6 with an opening ceremony that will also kick off advertisers looking to make the most of the global event.

Marketers could face a new challenge of podcast fragmentation, requiring more complex media planning.

Market power drives Senate scrutiny for good reason; a combined Netflix–HBO Max would concentrate premium CTV buying without expanding total market size.

Latin America’s video market is hitting peak penetration as streaming dominates media time. Mobile-first behaviors, platform concentration, and the popularity of short-form video are reshaping media consumption habits.

On today’s podcast episode, we discuss the three big questions surrounding Netflix right now: What are Netflix’s advertising expectations? What will actually happen with Warner Bros. Discovery? And more. Join Senior Director of Podcasts and host Marcus Johnson, along with Senior Analyst Ross Benes. Listen everywhere, and watch on YouTube and Spotify.

Last week, Amazon announced it would shut down its Amazon Fresh and Amazon Go locations. While this doesn’t signal a full retreat from physical retail, it does underscore Amazon’s growing emphasis on digital grocery, which has clear implications for its retail media strategy. Instead of prioritizing advertising tied to physical stores, Amazon is doubling down on media formats that can scale well beyond its owned retail footprint.

Gen Alpha’s digital world is built around YouTube, gaming, and creator-led content. This report examines how early immersion, platform controls, and shifting norms are reshaping engagement as the cohort approaches adolescence.

Short-form, shoppable, and side-by-side features aim to narrow the gap between Paramount and Netflix, but Netflix remains the safer bet for advertisers.

A major streaming asset sale could reshape the CTV ad market. Bundling would concentrate demand and lift CPMs, while a no-deal would keep fragmentation high. Either way, platform fortunes will diverge.

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