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.

Microdramas are winning daily attention; per-user viewing time now exceeds Netflix and Prime Video on mobile.

Commerce powers Netflix ads with an Amazon DSP integration that gives Netflix retail-grade targeting as CTV budgets focus on outcomes.

HBO Max and Paramount+ are planning to merge, pairing scale with ad focus to court marketers.

Streaming consolidation takes a surprise turn: Netflix’s deal exit hands WBD to Paramount, preserving a more diversified studio and ad model.

This FAQ explores how marketers can reach Gen Alpha amid tightening privacy rules and growing household influence.

Paramount+ rose 17%, but TV ads fell 10% as cord-cutting eroded linear’s base.

Netflix and peers drive 33% more co-viewing and longer sessions than YouTube, boosting ad impact.

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.

Paramount's richer amended bid for WBD intensifies pressure on Netflix, adding political and planning risk to streaming’s future.

WBD’s sale to Netflix or Paramount carries theatrical stakes; release strategy and streaming economics hang in the balance.

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

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.