The news: AMC Theaters has made a deal with National CineMedia (NCM) that will see the biggest US theater chain run additional ads before showings. Beginning July 1, AMC showings will include a “platinum spot” right before a film starts. Our take: AMC’s deal emphasizes that getting moviegoers back in theater seats and boosting ticket sales isn’t enough to keep the industry afloat—theaters need to diversify revenue streams through tactics like expanded advertising to remain competitive.

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.

“Lilo & Stitch,” “Mission Impossible” shatter Memorial Day weekend records: The box office hits prove that theaters still have a place amid the shift to streaming.

CTV ad spending to grow 16.8% in 2025: While economic uncertainty and an increasingly fragmented ecosystem remain concerns, CTV promises success.

Netflix Q1 proves its resilience amid economic volatility: Strong revenue growth is setting the company up to weather uncertainty.

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

Interest in women's sports continues to rise: Media investment and NIL rules drive opportunities for advertisers and growing fan engagement.

Digital sports viewership surpasses TV: Fragmentation challenges consumers, while younger audiences drive demand for highlights and streaming innovation.

Warner Bros. Discovery ends new Sesame Street production deal: Show plans format changes as streaming platforms shift away from children's content.

Study finds 57% of streamers choose AVOD tiers: Consumers seek affordable alternatives amid subscription price hikes.

YouTube pause ads grow with smart TV rollout: As YouTube explores passive ad formats, it must balance ad revenue with audience satisfaction amid mixed reactions from users.

CTV's rapid growth brings brand risks: Rigorous vetting and monitoring are essential to maintain trust in the new advertising landscape.

This year has the makings for a major year in advertising, with big events like the Olympics and the presidential election on the calendar. But don’t expect 2024 to follow the same patterns as 2020 or 2016. Following duel strikes and in the midst of streamer consolidation, this year media planners need to be agile aware of changes in consumer sentiment and content. Here are five trends media experts think you should watch.

Max canceled 26.9% of its shows between January 2020 and August 2023, ahead of streaming’s overall cancellation rate of 12.2%, according to Variety Intelligence Platform and Luminate.

As streaming prices ascend, focus shifts to ad-supported tiers: All eyes on maximizing ARPU versus user growth.

Amazon reshapes NFL viewership on streaming platforms: Nielsen's ratings versus internal data presents challenges in the era of digital broadcasting.

Most viewers can tolerate ads, actually: Only 16%–17% of viewers can't tolerate them, per Hub Entertainment research, suggesting room for further AVOD growth.

NBCUniversal and Roku experiment with shoppable ads to reach viewers in their homes, while Netflix courts customers in the real world. Here’s how each company is leaning into commerce to diversify revenue streams.

As the retail media industry evolves, marketers are embracing new formats such as open web, social media, and streaming TV to reach customers earlier in their buying journey and increase brand recognition. To accomplish this, we’ll see retailers form collaborative alliances with social media companies, streaming platforms, and publishers.

Connected TV's ascendancy: GroupM's mid-year forecast points to a significant surge in CTV advertising, signaling a pivotal shift in media consumption and ad strategies.