NBCU accused the ratings firm of undercounting TV after a delayed update favored streaming and rattled marketers.

Currency debates are fading as advertisers shift to outcome-based measurement. As performance takes priority, marketers are focusing more on lower-funnel outcomes, while measurement vendors double down on specialized offerings.

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.