In today’s episode, we explore whether MrBeast’s pivot from giving away money to managing it marks a natural evolution or a red flag and if we looking at the rise of a financial services super-app that competes with banks—or a NerdWallet-style affiliate play that sells Gen Z customers to other financial service providers? Join the discussion with host and Head of Business Development Rob Rubin, and Principal Analysts Tiffani Montez and Max Willens.

Amazon’s Prime Video maintains an average monthly ad-supported reach of more than 315 million viewers globally, the company announced at its 2025 unBoxed event. Amazon’s high-intent shopper base and ability to lead users through the entire marketing funnel offer a distinct advantage.

Connected TV (CTV) engagement is growing steadily, with engagement per impression reaching 1.94% in Q2 2025, up from 1% in Q2 2024, per our industry KPI data provided by BrightLine. Consistent growth in audience engagement with interactive CTV ads means advertisers who haven’t jumped on the interactivity bandwagon risk losing an opportunity to make positive impressions on vast CTV audiences.

Media effectiveness platform DoubleVerify rolled out streaming TV products on Thursday designed to improve transparency and advertising quality in connected TV (CTV). DV’s new tools offer hope to marketers who are relying on CTV more amid shifting viewing habits but who struggle with placement and measurement.

Netflix and iHeartMedia are discussing a deal that would allow the popular streaming platform to license iHeartMedia’s video podcasts, shortly after Netflix inked a similar deal with Spotify, per Bloomberg. An expanded video podcast portfolio will unlock new opportunities for marketers if Netflix chooses to sell ad space on podcast content.

On today’s podcast episode, we discuss the big 3 questions surrounding Netflix in Q3 and beyond: expectations for its ad business, the impact of Netflix House, a new deal with Spotify, or something else? Join Senior Director of Podcasts and host, Marcus Johnson, Senior Analyst, Ross Benes, and Senior Editor of Briefings, Daniel Konstantinovic. Listen everywhere and watch on YouTube and Spotify.

Netflix is reportedly exploring an acquisition of Warner Bros. Discovery (WBD)’s studio and streaming operations—its boldest move yet to consolidate the streaming market. The deal would include HBO, Warner Bros. Pictures, and HBO Max but exclude cable properties. For Netflix, the acquisition would supercharge its ad-supported tier with premium, long-tail content, expanding both viewership and inventory. The potential combination of HBO’s prestige programming and Netflix’s data-driven ad platform could redefine connected TV advertising, pressuring rivals like Disney+ and Peacock. If successful, the merger would mark streaming’s biggest consolidation since Amazon’s MGM purchase—and a new era for premium video.

Samsung Ads and AdGood have launched a partnership enabling nonprofits to advertise on connected TV for the first time at scale. Samsung will donate ad inventory from its free streaming service, Samsung TV Plus, to AdGood’s nonprofit exchange, allowing mission-driven organizations to reach viewers across premium streaming environments. The initiative reflects a broader shift in the CTV ecosystem—where unused inventory and automation are being repurposed to advance social impact, equity, and accessibility in digital media.

Streaming ad revenues continued a growth trajectory in Q3 while national linear TV spend shrunk, per a recent MoffetNathanson Research forecast. A successful advertising strategy will understand the increasing need to invest in cross-platform campaigns in the digital age.

The NBA is experiencing one of its biggest advertising booms in decades following a record $76 billion media rights deal with Disney, NBC, and Amazon. Ad spend on NBA programming jumped 15% last season to $1.52 billion, with NBCUniversal selling out its first-year inventory after returning to coverage for the first time in 23 years. ESPN, ABC, and Prime Video are also thriving—drawing hundreds of advertisers across broadcast and streaming. Amazon is fusing ecommerce and live sports with shoppable ad formats, while NBC and Disney leverage cross-platform studio content. The result: the NBA is redefining what live sports monetization looks like.

On today’s podcast episode, we discuss how much TV streaming is really going on around the world, in which countries radio is holding its own, and short-form video’s place in the social media world. Join Senior Director of Podcasts and host, Marcus Johnson, Principal Analyst, Paul Briggs, Vice President of Research, Jennifer Pearson, and Chief Insight Officer at GWI, Jason Mander. Listen everywhere and watch on YouTube and Spotify.

Spotify signed a slate of deals with Sony Music Group, Universal Music Group, Warner Music Group, and Merlin to develop “responsible AI” tools that ensure fair compensation, respect for copyright, and let artists decide whether they want to allow AI use. The music streamer didn’t clarify what kinds of tools it’s developing. Creative platforms are under pressure to show they can harness AI responsibly without eroding creator economics. Brands should vet creative partners and platform placements for reach, transparency, brand safety, and ethical AI practices.

Streaming is becoming a critical investment for marketers as the format evolves and continues to chip away at linear TV’s dominance. In an exclusive EMARKETER interview at Advertising Week New York, Reed Kiely, director of data insights and trends at the Video Advertising Bureau (VAB), outlined how marketers can tap into streaming’s potential and what will define success in a fragmented ecosystem. Marketers should follow audience attention and gradually allocate more budget to streaming services—but “prioritize quality content and ad experiences” as fragmentation heats up.

Tubi is giving advertisers a broader arsenal of contextual targeting tools through an expanded partnership with Viant. The free ad-supported streaming TV (FAST) platform is tagging its on-demand content based on emotional and thematic cues, per Digiday, with categories such as “hopeful” or “suspenseful.” For CMOs, this represents a turning point—contextual intelligence is a strategic advantage for brand safety, emotional alignment, and performance in an increasingly fragmented streaming landscape. Leaning into emotional targeting tools will let marketers fully capitalize on FAST’s growth, the platforms’ broad range of content, and the opportunity to dominate ad fill.

Linear TV ad spending grew in Q3 despite total TV ad impressions declining, per iSpot data. Ad spend increased 4% YoY, reaching $8.77 billion—but total impressions fell 2.7% to 1.67 trillion. Total ad minutes rose 2.4% YoY to 5.3 million, driven by the rise of sports inventory. Marketers must understand that a successful ad strategy requires a balance— investing in linear to drive outcomes while slowly shifting toward CTV for better targeting and to align with audience viewing habits.

At Advertising Week New York 2025, Paramount announced Streaming Fixed Units, an update to its ad offerings for Paramount+ that gives brands premium, fixed ad placements for the debut week of episodes for Paramount series. Brands can leverage Paramount’s newest offering to take advantage of cultural moments, increasing the chances that streaming ads will connect at the right time—but should consider that other platforms with bigger audiences could also tap into this shift more effectively.

The news: The latest actress generating buzz across Hollywood isn’t real. “Tilly Norwood,” an AI-generated persona created by Particle6, drew sharp critiques from Hollywood personalities and unions. Our take: Consumers still report a deep distrust of AI influencers. For now, partnering with corporeal influencers is the safer path for most brands.

Pause ads are proving their potential in the crowded connected TV (CTV) landscape after marketing service Wunderkind Ads saw massive success with a pause ad campaign for jewelry brand Zales. Pause ads are proving to be one of the most promising CTV innovations yet, and advertisers who haven’t experimented with the format should tap in—but must also understand what makes these ads work.

Streaming is outplaying movie theaters for most consumers, despite frustration around streamers’ rising subscription prices. Three-quarters of US adults have streamed a recently released movie in the past year instead of watching it in a theater, per an AP-NORC poll. Brands shouldn’t abandon theaters for streaming or vice versa but should instead focus on approaching each channel with a clear strategy. Streaming, especially ad-free tiers, offers data-driven targeting, while theaters offer cultural impact and immersive experiences. Strong campaigns will employ both, using streaming for precision and theaters for impact.