By the end of 2025, CTV will overtake linear TV in key metrics like viewing share, viewing households, time spent, and content spending. CTV ad spend with then be set to surpass traditional TV spend in 2028.

Spanish-language media company TelevisaUnivision reported a rocky Q3, with notable downturns in net income, ad revenues, and overall revenues. TelevisaUnivsion and ViX still offer a compelling value proposition for brands seeking smaller, but influential Spanish-language audiences.

Netflix reported a strong Q3 on Tuesday, increasing revenues 17.2% YoY, in line with the forecast issued in Q2. The company stated that it is on track to double its ad revenues in 2025, claiming Q3 was its strongest quarter yet for ad sales—proving that momentum is largely being driven by Netflix’s maturing ad offerings. Marketers can capitalize on audience appetite for ad-supported tiers, but should focus their investment in platforms with proven results as less dominant connected TV (CTV) providers are likely to struggle in Q3 and beyond.

Warner Bros. Discovery (WBD) is publicly considering a sale after receiving acquisition interest from several buyers, the company announced Tuesday. WBD’s change in attitude could have significant implications for marketers by increasing audience reach and unlocking diversified ad inventory across popular IPs.

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.

Netflix is making its first big move into the podcast business in a deal with Spotify that will see the popular streaming platform showcase a selection of Spotify video podcasts in 2026. For creators, the partnership will unlock a distribution channel that grants access to a vast and engaged audience—capitalizing on Netflix’s massive user base and the consistent rise in podcast listeners.

YouTube TV is in a dicey position after it lost access to Univision networks and reached a temporary extension with NBCUniversal as a total blackout looms. Brands should prepare for fragmentation and adapt accordingly. Looking to CTV and OTT platforms with more stable sports offerings—like Prime Video and its 11-year deal with the NBA and WNBA—will provide a cushion amid uncertainty.

Amazon is expanding its Prime Video live sports push through major deals with the National Basketball Association (NBA). For advertisers, the betting landscape, combined with mounting options to advertise in live sports, offers opportunities to connect with highly engaged and passionate audiences as platforms expand.

Free ad-supported streaming TV (FAST) is becoming an increasingly important part of the connected TV (CTV) landscape as audience interest skyrockets, per a new Wurl study. Brands can view FAST as a core part of the CTV media mix, leveraging early-adopter advantages while continuing to invest in paid subscription services like Netflix that have lower churn rates.

65% of US adults say they pay for at least one mobile app subscription, increasing to 77% for 18-to-29-year-olds, per a July YouGov survey.

Several channels and platforms saw viewing hikes in August, largely driven by live sports, per Nielsen’s August 2025 Media Distributor Index. The platforms that thrive in an increasingly fragmented media landscape will be those that go all-in on live sports and build a diversified portfolio combining tentpole events like the Super Bowl and emerging growth drivers like women’s sports.

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Netflix has struck a global marketing deal with AB InBev spanning programming sponsorships, live events like NFL Christmas Day games and the Women’s World Cup, and even beer packaging featuring Netflix IP. For AB InBev, aligning beer with Netflix viewing occasions connects drinking culture to shared entertainment rituals. More than a sponsorship, the deal positions both brands as co-authors of cultural moments across sports, shows, and global viewing events.

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.

Last week’s Amazon-Netflix partnership represents a convergence between commerce media and streaming TV that promises to blur the lines between brand-building and performance marketing while raising fundamental questions about which budgets, which teams, and which strategies will control advertising's future.

Warner Bros. Discovery shares spiked more than 30% after reports that Paramount Skydance is preparing a majority-cash takeover bid backed by Larry and David Ellison. The deal would fold WBD’s studios, HBO, DC, and streaming business into Paramount Skydance’s assets, which already include CBS, Paramount Pictures, and Paramount+. A merger would unite some of the world’s most valuable IP, creating a rival to Disney and Netflix. Investors cheered the news, lifting both companies’ stocks, though regulators are expected to scrutinize the transaction. If approved, the deal could reshape Hollywood’s power structure amid linear TV’s decline and streaming’s consolidation race.

Netflix and Amazon Ads have struck a global partnership to bring Netflix’s ad inventory to Amazon’s demand-side platform (DSP) across 12 markets, including the US, UK, France, Japan, and Brazil. The move expands Netflix’s programmatic footprint as it aims to nearly double US ad revenues this year and approach $3 billion globally by 2027. For Amazon, adding Netflix strengthens its DSP’s position; the deal underscores a shift toward centralized TV planning, where Amazon’s DSP increasingly serves as the central gateway for connected TV advertising.

Netflix has secured exclusive streaming rights in Japan for the 2026 World Baseball Classic, its first live sports play in the country. The deal covers all 47 games live and on-demand, expanding on Netflix’s MLB collaborations. Japan’s WBC viewership dwarfs US levels—the 2023 finale drew Super Bowl–level shares and over 30 million viewers for most Japan games. Netflix, already strong in regional SVOD revenue, faces tough youth competition from U-NEXT, d-anime, and Abema Premium. By betting on baseball, Netflix is testing whether national sports passion can drive subscriber growth, retention, and cultural relevance in one of its toughest markets.

This is the first installment of our “Canada Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.