As prices climb and ad tiers spread, most viewers will see commercials regardless of their plan. Streamers and marketers are asking how to turn growing ad loads into sustainable revenues without alienating viewers.

Digital TV dominates ad tiers, yet linear still delivers sports scale and stronger brand lift.

Though Big Data + Panel is still accredited, the MRC raised concerns about “unusual results.”

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

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

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.

Industry KPI data shows arts and entertainment ROAS peaked in late Q3, with awards buzz lifting efficiency early.

Golden Globes TV audiences dipped 7% YoY while social buzz hit a record 43M reactions—requiring marketers to adapt.

Streaming CPMs are flattening as swelling CTV inventory reshapes pricing power and forces advertisers to rethink how they balance cost, ad clutter, and reach.

Nielsen and Lionsgate are broadening their partnership to incorporate measurement of MovieSphere, Lionsgate’s free ad-supported streaming TV (FAST) channel, and its digital network MovieSphere Gold. Understanding the overlap and unique reach of FAST and OTA helps advertisers optimize media strategies and gain a more complete view of campaign performance.

Live sports is drifting from linear TV to fragmented streaming. That’s raising costs, confusing viewers, and forcing leagues and advertisers to navigate new tradeoffs between reach, revenues, and shifting time spent.

Broadcast TV’s share of viewing declined YoY in October despite inching up slightly from the prior month thanks to the NFL season, per Nielsen’s total TV/streaming estimates. Meanwhile, streaming continued to increase its viewership share—highlighting how live sports viewers are increasingly shifting to digital. Those who thrive in the shift to digital will steadily increase budgets for sports streaming while still maintaining some investment in cable and broadcast to reach the many live sports viewers who continue to watch through traditional channels.

Automation, new commerce models, and a fresh generation of consumers are transforming the rules of connection and creativity. Explore the 11 trends shaping the digital future.

The news: YouTube’s global reach is rewriting entertainment power dynamics. Creator-led channels now rival and surpass traditional studios, signaling a shift from centralized production to audience-driven storytelling. That dominance extends beyond mobile screens and into the living room. What this means for brands: Half of the top 10 YouTube channels cater to kids and families, offering reliable spaces for brand-safe storytelling and high retention, provided that compliance with child privacy rules is prioritized. Brands that treat creators as strategic media partners—not just influencers—will command trust, deeper engagement, and measurable ROI.

On today’s podcast episode, we discuss why measurement is harder than it used to be, how the metrics advertisers use to evaluate their spend are changing, and what marketers can—and should—do to navigate this transition effectively. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Max Willens, Nielsen's Head of Performance Marketing Alison Gensheimer, and SVP and Head of Advertisers and Agencies Matthew Devitt. Listen everywhere, and watch on YouTube and Spotify.

On today’s podcast episode, we discuss the main factors leading marketers to cut spending at the moment, how advertisers are adapting their approach to measurement, and what is happening in the industry as more marketers begin to embrace the opportunity to shift spend at a higher velocity. Join Senior Director of Podcasts and host Marcus Johnson, Principal Analyst Max Willens, Nielsen's Head of Performance Marketing Alison Gensheimer, and SVP and Head of Advertisers and Agencies Matthew Devitt. Listen everywhere, and watch on YouTube and Spotify.

The ad industry has reached a tipping point in its approach to measurement, shifting from a slower, siloed approach to one that’s more dynamic and allows advertisers to shift their spending more quickly than they had in years past.

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.

Jimmy Kimmel’s return to Jimmy Kimmel Live! drew 6.3 million viewers, the show’s strongest 18–49 demo ratings for a regular episode in more than a decade, despite being blacked out on affiliates covering nearly a quarter of US households. His free speech monologue went viral, surpassing 19.7 million YouTube views to become his most-watched segment ever. The moment underscores both the enduring ability of linear TV to deliver tentpole audiences and the necessity of digital distribution to sustain reach. By amplifying his message, tactics to cancel Kimmel ultimately expanded his audience—proving digital video is now essential to late-night relevance.