The holiday box office competes with the couch: Audiences are returning to theaters, but Netflix is offering blockbuster content.

Two-thirds of US TV viewers (66%) would rather watch ads and save $4 to $5 a month than spend the money to ditch ads, according to June 2024 data from Hub Research. That’s up five percentage points from June 2023. Netflix, Amazon Prime Video, Hulu, and Max all have ad-supported tiers now, and consumers benefit by saving a few dollars along the way. Advertisers can capitalize on these cost-saving behaviors by reaching consumers with messaging that emphasizes discounts and deals.

People worldwide spent less time with media across all categories except mobile (which remained the same) in H1 2024 as compared with H1 2023, per GWI data.

Streaming has transformed sports viewership—and advertising along with it. With more fans tuning in through connected TV than traditional broadcast, brands now have a unique chance to reach a loyal, engaged audience.

From the rise of sophisticated AI-driven tools to new policies reshaping data privacy and competition, 2025 promises to be a year of relentless change. Companies that adapt will thrive, while others risk being left behind in a swiftly moving market.

Digital live sports viewers have surpassed traditional pay TV live sports viewers in the US, per EMARKETER forecast. This trend will continue next year, when 114.1 million people will watch sports via digital while 82.0 million will watch via TV.

Artificial intelligence (AI) is helping transform connected TV (CTV) into a performance marketing channel, giving paid search and social media a run for their money. CTV ad spend will reach $32.57 billion in the US next year, and AI is helping to boost its potential for advertisers. Here are three ways AI is doing that.

The pivot to streaming won’t include everyone: Millions of consumers will remain without streaming in coming years. Here’s how brands can reach them.

30-second TV ad spot costs are falling: Football remains the costliest ad inventory, but viewer pivots to digital are bringing down costs.

Apple feels the pain of Apple TV+ struggles: Its Q4 revenues missed the mark in some divisions including Services, which includes advertising.

On today's podcast episode, we discuss just how bad ad fatigue is getting, how GenAI might revolutionize the in-car experience, the most interesting ways that out-of-home advertising is evolving, if niche video streaming services can gain share, how much the “American Dream” costs, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Ross Benes, Director of Reports Editing Rahul Chadha, and Vice President of Briefings Stephanie Taglianetti.

105.3 million people in the US will watch live sports via digital this year, up from 95.5 million last year, per our September 2024 forecast.

Even premium TV brands like LG are now showing ads on screensavers, joining other video platforms in monetizing this idle screen real estate. But will these ads actually move the needle for advertisers?

Live sports programming accounted for nearly 40% of US national TV ad spend in both Q4 2022 and Q4 2023, according to September 2024 data from iSpot.tv.

The election brings more ad spending to Spanish-language media: TelevisaUnivision garnered record US political ad revenues as candidates fight for Hispanic voters.

The NFL eyes a full season of foreign games: Another rights package could reignite the streaming bidding wars.

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.

Apple’s Prime Video deal draws the lines of power in streaming: Growth in SVOD is slowing significantly, leaving services little choice but to piggyback off larger platforms.

DirecTV enters FAST streaming space: This new service offers free, ad-supported content and genre-specific bundles, aiming to attract cord-cutters and younger audiences.

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