The news: At Cannes Lions 2025, Netflix announced it has added Yahoo’s DSP to its growing list of programmatic partners, joining Google, The Trade Desk, and Microsoft. The expansion boosts flexibility for advertisers targeting Netflix’s 94 million monthly ad-tier users across 12 countries, with new capabilities for first-party data and interest-based buying. Our take: With its Ads Suite now live globally, Netflix is done crawling—it’s competing directly with YouTube and social platforms for CTV budgets. As its per-user ad revenues rebound and its content ecosystem broadens, Netflix is evolving into a full-funnel marketing platform poised to reshape premium video monetization.

The news: Podcasts are becoming a popular way for brands to reach engaged audiences, with viewership mounting and new platforms throwing their hats in the ring. Podcast viewership is thriving, reaching over 140 million US listeners in 2025, according to our forecast. Listeners will surpass 150 million by 2027. Our take: Podcasts are shaping up to become a strong contender in media consumption, with nearly 70% of US adults ages 18 to 24 listening at least one per month, per our forecast. As platforms battle to be the leading home for podcasts, advertisers need to pay attention and tailor strategies.

TV networks rely on Netflix for distribution: A deal between Netflix and French broadcaster TF1 is a clear sign of how video power dynamics have shifted.

The news: Streaming watch time outpaced cable and broadcast combined for the first time ever. Streaming accounted for 44.8% of TV viewing in May, per Nielsen, compared with broadcast’s 20.1% and cable’s 24.1%.Our take: With TV viewership increasingly fragmented, advertisers that abandon cable and broadband entirely could leave many consumers behind. Brands should use a hybrid placement model that makes selective investments in linear TV while using streaming to reach younger cord-cutters, helping to retain flexibility as user habits fluctuate.

Canada trails just one country—the US—in average daily time spent with media. That means plenty of opportunity for media buyers to reach audiences across a range of devices and services.

US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.

The news: The Interactive Advertising Bureau (IAB) gave a glimpse of the TV (CTV) advertising’s future at its IAB Tech Lab event—and proved that pause ads are leading the way. Advertising leaders said they offer the best user experience, were most likely to scale with standardization, and provided the greatest increase in ad spend. Our take: The future of CTV advertising will rely on whether advertisers can implement non-intrusive formats that capture attention. Pause ads are positioned to drive action—but advertisers must reimagine their creative strategy to capitalize on this potential.

Disney introduces perks programs for Disney+, Hulu: The programs aim to entice new subscribers and keep existing subscribers around if budgets tighten.

Netflix and BBC team up for new podcast: While Netflix teases video podcasts on its own platform, work needs to be done to win over audiences.

OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

NBCU looks to secure MLB rights after ESPN backs out: The deal would position NBCU as a one-stop shop for sports, enhancing its value for advertisers.

Tariffs threaten to reduce US digital ad spending growth this year. This series explains the effects tariffs will have on ad spending in search, social, CTV, and retail media—and which parts of each might fare best and worst.

As one of the hottest areas of digital advertising, CTV ad spending’s streak of annual double-digit increases could end thanks to tariffs.

Ad-supported streaming now drives most new subscriptions: Platforms are embracing ads as a primary monetization strategy, not a fallback.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what’s next for search, social, streaming, and retail media.

Netflix's ad tier reaches 94 million as it looks to genAI to continue its trajectory: The data suggests Netflix is positioned for sustained streaming market leadership.

YouTube strikes deal to broadcast first game of the NFL season: The move responds to fans embracing digital for sports and presents an opportunity for advertisers.

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

The update introduces a My Netflix hub and real-time personalization tools, all aimed at helping users find something fast—and not flee to YouTube.

Advertisers battle economic difficulties as they head into upfront negotiations.