The digitally native generation does not watch TV the same way baby boomers, Gen Xers, and even millennials might. Here are five tips we picked up at NYC Advertising Week that marketers can use to engage Gen Z with TV.

More US adults have canceled Netflix so far this year than any other subscription TV or video service, at 6.2%. That said, 68.8% of US adults have not canceled any of these subscriptions.

With Apple TV+, ad-supported streaming becomes the norm: Apple’s service is one of the last to hop on the AVOD trend, but its ad ambitions go much further.

Nearly a quarter of TV viewers no longer watch linear TV—they’re flocking to other options like ad-supported video-on-demand. Today’s advertisers must understand the nuances of the landscape to effectively reach customers.

Competition coming for the Switch: More powerful devices that can leverage 5G connectivity and vast libraries of popular PC and mobile games will be the foundation for next-generation handheld gaming.

Are Disney+, HBO Max, Hulu, Discovery+, and Peacock on their way from five to two? Our analyst Jeremy Goldman thinks it could happen by 2025. He shared his thoughts on a recent “Behind the Numbers” podcast.

Showtime’s time may be over: Parent company Paramount is looking to consolidate its streaming brands under one flagship service.

On today's episode, we discuss what to make of HBO Max merging with Discovery+, Apple TV+'s content push, and Peacock's recent struggles. "In Other News," we talk about the significance of the Big Ten's latest media rights deal and why streaming may have just surpassed cable. Tune in to the discussion with our analyst Ross Benes.

Streaming hits a major milestone: Time spent streaming beat out broadcast and cable for the first time ever last month.

Disney+ gets out in front of Netflix: When it comes to launching and announcing pricing for its ad-supported tier, that is.

On today's episode, we discuss why connected TV (CTV) is having its moment, what kinds of targeting capabilities exist, and what measurement metrics matter most. "In Other News," we talk about bringing "issue advocacy" segments to TV and what to make of Roku and Walmart teaming up to make streaming the next online shopping destination. Tune in to the discussion with Jeff Teng, vice president, business development at MNTN, and our analyst Evelyn Mitchell.

The NFL’s streaming service is full of ifs and buts: Deals with other streamers complicate the league’s attempt to flex its viewership.

Netflix losses deepen as it bets on an ad-supported future: An early 2023 ad launch is good news for marketers, but may not be enough to reverse churn.

Netflix announces its long-awaited ad partner: The streamer’s partnership with Microsoft will ease anxiety about its rushed ad-supported tier.

The streaming advertising race just got tighter: A partnership between Disney and The Trade Desk could reshape the streaming landscape.

On today's episode, we discuss how much sports are helping to keep traditional TV alive, how many Americans still have cable, and when (if ever) streaming will kill TV. "In Other News," we talk about the impact of smart TVs on viewing behavior and the significance of the Major League Soccer (MLS) and Apple TV+ deal. Tune in to the discussion with our analyst Paul Verna.

Connected TV to draw users and time spent in the US: CTV is vying with smartphones and tablets for consumer attention while generating advertiser interest, our forecast shows.

Apple TV+ competes on quality: Meanwhile, Prime Video is adjusting its strategy, while Disney+ maintains the status quo.

On today's episode, we discuss how TV has transformed brands and how marketers should be thinking about investing in linear versus streaming in 2022. "In Other News," we talk about the significance of cryptocurrency companies pulling back on marketing spend and why some think Roku is abusing its power. Tune in to the discussion with founder and CEO of Marketing Architects Chuck Hengel and our analyst Ross Benes.

US linear TV ad spending will hit $68.35 billion this year and fall to $64.94 billion in 2026. Despite that decline, ad spending on linear and connected TV (CTV) combined will increase from $87.24 billion this year to more than $100 billion in 2026 due to the surge in CTV viewing.