This benchmark covers how ad buyers can calibrate their TV and CTV ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.​

In July 2026, we analyzed 3,210 ChatGPT responses across eight media and entertainment categories to compile the EMARKETER AI Visibility Index.

Consumers embrace ad-supported TV: Price outweighs avoiding ads in perceived value, giving marketers more engaged audiences on free streaming platforms.

This FAQ covers how much consumers spend on subscriptions, where fatigue is emerging, and how brands keep recurring revenue durable.

Roku’s ad engine hums: Q1 ad revenues jumped 27% as 38.7 billion streaming hours and premium CTV formats helped pull marketers from linear TV.

Advertisers running on all nine streaming platforms account for 34% of US streaming TV ad spending, according to a March report from MediaRadar.

Digital video has taken over the living room the same way it once took over mobile screens. As ad-supported tiers surge and free services gain ground, pay TV is losing relevance—even as digital pay TV trends upward.

US streaming TV advertising is seeing a significant influx of new advertisers and increased budgets. While Hulu maintains its ad revenue lead, a growing number of brands are diversifying their spend across multiple platforms to reach viewers.

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.

OTT video is reshaping how adults spend their media time. Subscription streaming, free ad-supported channels, and long-form YouTube content on CTV are pulling attention away from traditional TV—and expanding total viewing in the process.

Roku wins in Q4 with $1.4 billion in revenues and 145.6 billion streaming hours, cementing its CTV scale and ad growth edge.

Short-form, shoppable, and side-by-side features aim to narrow the gap between Paramount and Netflix, but Netflix remains the safer bet for advertisers.

Asia-Pacific ad growth will remain steady in 2026 as momentum shifts to digital, retail media, and CTV. Rising demand for premium video contrasts with uneven expansion across fast-growing and mature markets.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2026 that businesses should be aware of, as compiled by our forecasting team.

NBC News is introducing an ad-free, subscription-based streaming platform that consolidates its full lineup of content, spanning linear broadcasts, podcasts, live channels from NBC-owned stations, and original exclusive reports, into a single application, per Variety. Multiple platforms appeal to user preferences but cause more difficulties for advertisers who are struggling with an increasingly fragmented TV ecosystem.

This benchmark covers how ad buyers can calibrate their TV and CTV ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

Big media acquisitions and streaming integrations will contribute to consolidation in connected TV (CTV) ad spending.

Paramount+ is entering a new stage—less about rapid subscriber growth and more about profitability. We forecast US monthly viewers will rise to 103.5 million by 2029, but subscription revenue growth will decelerate to 6.4% by 2026. Advertising, however, is on the upswing, with revenues expected to hit $611.5 million by 2027 as hybrid tiers gain traction. Yet the departure of Taylor Sheridan, the creative force behind Yellowstone and Tulsa King, leaves a gap in Paramount’s prestige pipeline.