Straddling the analogue and digital divide, Xers are readily reachable by marketers, but they can be picky when it comes to where and how they want to interact with ads. We spoke with demographics thought-leaders about this generation’s device and media usage.

Many Americans believe they will use more subscription services in the future. But when it comes to video streaming, just because there are more options doesn't mean consumers will drastically increase the number of services they're willing to pay for.

Despite marketers’ efforts with advanced programmatic and data targeting for video ads, consumers still find that they are more likely to be served a relevant ad on linear TV.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Paul Verna and forecasting analyst Eric Haggstrom discuss Netflix's latest earnings. What was the the most notable announcement? How has the price increase affected subscriber growth? Will new streaming services from Disney and Apple pose real threats?

In the latest episode of "Behind the Numbers," eMarketer principal analyst Paul Verna goes through the new details revealed about Disney's upcoming video streaming service. Does the price make sense, and is the content compelling enough?

In the latest episode of "Behind the Numbers," eMarketer principal analyst Paul Verna talks about March Madness and the NCAA men’s and women’s basketball tournaments. He explains who's watching, how they're watching, and how much advertisers are dropping on the Final Four event.

In the latest episode of "Behind the Numbers," eMarketer principal analyst Paul Verna talks about YouTube's algorithm for video recommendations. YouTube will reach more than 190 million users this year. How much does its tool drive engagement?

Pandora may be the most popular music streaming service in the US, but it won’t retain the No. 1 spot for much longer. According to our latest forecast on digital music listeners, Spotify will surpass Pandora in terms of users by 2021—one year sooner than we predicted last year.

Hulu’s decision to reduce the price of its most affordable, ad-supported plan will help bring more users—and more ad dollars—to the popular streaming platform.