Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

NBCU and Macy’s deal highlights live events as crucial opportunities: Advertisers reach massive audiences through events like the Macy’s Thanksgiving Day Parade.

Comcast gives details on its spinout of several NBCU cable networks: As Peacock takes center stage, legacy TV networks must adapt to stay relevant.

With cable in decline, Comcast bets on hybrid strategy: Peacock revenue grows, but subscriber slowdown raises questions ahead of its NBA media rights rollout.

This year, streaming services will finally earn more than traditional TV in subscription revenues.

Peacock unveils live advertising features at CES: A busy calendar in 2026 has the company fleshing out its ad capabilities.

Video ad spending continues to outpace overall digital ad spending and will power the fastest-growing ad-supported media.

By Q2 2025, Netflix and Max will be the only streaming services to have average CPMs higher than $30, per our September 2024 forecast.

Comcast to distribute Max in the UK in exchange for US bundle rights: The deal shows competitors willing to team up in a saturated market.

CTV inventory has surged, but the linear TV ad market remains much larger.

NBCU will have to pay extra to keep the Macy’s parade: The retailer wants $60 million for a new Thanksgiving Day broadcast contract.

Retailers, streamers embrace shoppable TV ads to shorten the path to purchase: WBD, Amazon, Kroger, and The CW Network are relying on the format to drive product discovery and sales.

Comcast looks to free streaming biz from linear’s decline: The company is separating cable and digital assets in a move that others will mimic.

Streaming services are leaning more on advertising than they used to, resulting in increased overall ad spending but lower ad prices.

Max adds 7.2 million global subscribers in Q3: International expansion and ad revenue gains boost WBD’s position in the streaming race.

The traditional TV bundle will further decay as more live sports embrace streaming.

In a first for the Super Bowl, there will be two Spanish broadcasts: NBCU and Fox are sharing Spanish-language rights as marketers pay more heed to Hispanic consumers.

Charter Spectrum now offers $65 worth of streaming services: While easy access to alternatives could accelerate churn, pay TV has little choice.

Streaming services are offering a multitude of bundles as they try to expand their ad-supported audiences.